The European Investment Bank (EIB) is lending €21 million to Swedish ad tech company DanAds to help smaller businesses get better access to premium online ads. The money will let DanAds grow and build more automated, AI-powered tools so advertisers—especially those with tight budgets—can buy ad space directly from big publishers, according to a press release.
DanAds, based in Stockholm, has built a self-serve ad platform that plugs right into a publisher’s website. Advertisers use it as if it’s the publisher’s own system, not realizing DanAds is behind the scenes. This setup cuts costs and hassle for both sides, making it simpler for small and medium-sized businesses to run ads without relying only on giants like Google or Facebook.
Liisa Raasakka, who leads the EIB office in Sweden, said the bank’s support for DanAds shows the EU’s push to help new digital tools and give smaller companies a better shot in the ad market. The loan comes through the InvestEU program, which focuses on digital growth and reaching markets that don’t always get attention.
DanAds co-founder Peo Persson called the EIB loan a big boost for their goal to “democratize advertising.” The company plans to use the money to roll out new AI features for ad design and targeting, open a new office in Malmö, and launch in Eastern Europe. CEO Istvan Beres said they’re also adding €5 million from their own investors, aiming for a total €50 million investment over five years.
The EIB loan will help DanAds ramp up research and development through 2029, with a focus on smarter, easier ad tools for publishers and advertisers alike.
