BidSwitch is a privately owned company headquartered in the US and is a subsidiary of Criteo. Founded in 2013, the company operates with approximately 10 employees. It specializes in IT services and IT consulting, functioning as a provider of middleware solutions for the programmatic ad tech ecosystem.
On April 22, 2026, BidSwitch, an internet ad broker, sued former investors of a communications software provider it acquired for £7.5 million ($10 million), alleging they fraudulently inflated the company's financial position, which led to significant losses. Earlier in April, BidSwitch addressed the complexity within programmatic advertising supply chains, noting that multiple intermediaries create "supply chain hops" that negatively impact efficiency and transparency without necessarily adding value. In February 2026, the company discussed "bidstream bloat" as a programmatic advertising challenge, emphasizing its relation to ecosystem complexity, cost reduction, and sustainability. Previously, in January 2026, BidSwitch highlighted the critical need for CTV advertising standards like app-ads.txt and OpenRTB 2.6, pointing out that CTV currently lacks the safeguards present in web and mobile environments. In December 2025, BidSwitch hosted a webinar within its "BidSwitch Explained" series, focusing on CTV content genres to enhance connected TV trading.
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