Active Agent
German omnichannel DSP that buys display, mobile, CTV, DOOH, cinema, audio and programmatic TV from one interface
Quick Overview
| Company | Virtual Minds GmbH |
|---|---|
| Category | Programmatic Advertising Platforms |
| Headquarters | Freiburg im Breisgau, Germany |
| Founded | 2013 |
| EU Presence | Yes - Germany (EU) |
| Data Location | Not stated on the pages reviewed; the vendor cites German and European data protection rules |
| Open Source | No |
| GDPR Compliant | Yes |
| Self-Hosting | No |
| Main Features | Omnichannel DSP, programmatic TV, DOOH and cinema, pre-bid brand safety, deal management, geo and footfall targeting, ID-agnostic identity grid, VAST 4.x video and audio ad serving |
| Pricing | Not published; contact the vendor |
| Best For | German-speaking agencies buying one-to-many media such as TV, cinema and DOOH next to display |
| Replaces | The Trade Desk, Amazon DSP |
Detailed Review
Active Agent is the buy-side product in the Virtual Minds portfolio, which also contains the Adition ad server, The Adex data platform and the Yieldlab SSP. The imprint names Virtual Minds GmbH in Freiburg im Breisgau, registered at the local court under HRB 724928.
The company history on its site says Active Agent AG was founded in 2013 and that all subsidiaries were folded into Virtual Minds GmbH in 2021. The same page states that ProSiebenSat.1 invested in 2015 and later took the company over fully.
Beyond the screen
Where many DSPs stop at display and video, this one lists programmatic cinema, digital audio and radio, linear and programmatic TV, and DOOH booking. Campaign extensions can move reach from the big screen to DOOH.
Exclusive pre-bid integrations with Otto PNTA and Weischer TRACE are named for DOOH and cinema, and the Area Audience Marketplace offers geo-based targeting for one-to-many channels.
Controls for a trading desk
Deal management covers the common deal types with forecasts, and bid strategies adjust bids by audience or placement. Pre- and post-bid viewability measurement, algorithmic optimisation on cost, clicks, leads or view-through rate, and creative pools for changing motifs across campaigns round out the buying side.
Identity without a single ID
The platform describes itself as ID-agnostic, with an identity grid, first-party ID handling and cross-device graphs. DMP imports come from The Adex, Semasio and DATANEXX, and contextual targeting connects to prebid partners such as ODC.
Limitations to Consider
The pages are strongly oriented to the German market, and no pricing, minimum spend or self-sign-up flow is shown; access starts with a contact form. Features such as the Otto PNTA and Weischer TRACE integrations are tied to German DOOH and cinema inventory, so they help less outside that region. Ownership by a broadcaster group is stated on the vendor's own history page, which some agencies weigh when judging neutrality. For a Scandinavian alternative see BidTheatre.
Who Should Use Active Agent
German and DACH agencies that buy broadcast-adjacent media (TV, cinema, DOOH, radio) together with display and want a German GmbH as the contracting party.
Pros and Cons
Pros
- Programmatic TV, cinema, DOOH and radio in the same DSP
- Pre-bid brand safety integrations
- Deal management with granular bid strategies
- German GmbH with a published HRB number
- ID-agnostic setup with several DMP connections
Cons
- No public pricing or self-sign-up
- German-market focus
- Owned by a broadcaster group per its own history page
- Product pages are written mainly for the German market
Alternatives to Active Agent
Other European programmatic advertising platforms worth comparing before you decide:
Adnuntius
Norway · Nordic marketplace, ad server and DMP with direct supply
BidTheatre
Sweden · Independent self-serve DSP run from Stockholm since 2012
Adform
Denmark · DSP, ad server and DMP in one Copenhagen platform
RTB House
Poland · Deep learning performance DSP for retargeting and acquisition
See all European programmatic advertising platforms or compare them directly against The Trade Desk on our alternatives page.
Frequently Asked Questions
Display, mobile, native, video, CTV and programmatic TV, DOOH, programmatic cinema and digital audio or radio, according to the product page.
The company history on virtualminds.com says ProSiebenSat.1 invested in 2015 and later completed a full takeover. Check the current ownership with the vendor before you sign.
The vendor describes the platform as ID-agnostic through an identity grid, with first-party ID handling and cross-device graphs.