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Brussels, November 3, 2025
Programmads, a European AdTech partner, announces the rollout of its Programmads Trading Business Unit on the French market. This offering is a fully turnkey, white-label programmatic trading desk designed exclusively for media agencies. It enables French agencies to access advanced programmatic capabilities without heavy investment, thanks to a full-service model delivering cutting-edge technology, independence, and transparency. With this launch, Programmads Trading aims to reshape opportunities for independent agencies in France by democratizing simple and transparent access to programmatic advertising.
A turnkey and differentiated programmatic offering
Concretely, Programmads Trading provides agencies with an end-to-end white-label trading desk solution built on leading technologies. The agency retains ownership of the client relationship and strategy, while Programmads operates behind the scenes to execute campaigns according to best-in-class standards. The offering includes a comprehensive suite of 360° services, such as:
Thanks to this full-service approach, agencies do not need an internal programmatic team: Programmads Trading provides the expertise and tools, enabling agencies to focus on their core business (strategic consulting, client management, etc.) while instantly expanding their service offering.
Programmads’ independence from publishers and media groups ensures complete neutrality in media buying, guided solely by the agency’s and the client’s objectives.
Transparency is also a central pillar of the offering: agencies retain full visibility into media plans, results and costs, unlike certain traditional intermediaries where margins remain opaque.
“With Programmads Trading, we are radically simplifying access to advanced programmatic capabilities for agencies. This is an offering that will change the game in the French market by enabling all agencies, even independent and smaller ones, to access best-in-class technology without prohibitive investment or technical complexity,” says Jo Delannoy, Managing Partner - Trading Director at Programmads.
This initiative fully aligns with our mission to support agency innovation: by adding this service to our portfolio, we democratize access to data-driven digital advertising and address the complex needs of our clients through a flexible and transparent model.
Cutting-edge technologies without barriers
To ensure top-tier performance, Programmads Trading relies on solutions from leading global programmatic platforms. Programmads is a certified partner of Google Marketing Platform, Amazon Ads (DSP), Displayce, Microsoft Advertising, and Adform, among others. These technological partnerships provide agencies with unified access to premium inventory and data across these ecosystems, without requiring them to subscribe to each platform individually or meet minimum spend commitments.
Programmads, recognized as the only Belgian company certified as a Google Marketing Platform - Sales Partner, specializes in assisting marketing agencies and advertisers with the integration and use of Adtech tools. With offices in Brussels, Paris, Madrid, and Warsaw, it offers two main services to its European clients: Programmads Licensing, which provides comprehensive Adtech tools along with training and technical support, and Programmads Consulting, focused on programmatic buying and analytics consulting.
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