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.
BidSwitch is focusing on several key areas in programmatic advertising, including addressing "bidstream bloat," a recognized challenge that increases complexity and costs while impacting sustainability, as of February 5, 2026. Earlier, on January 9, 2026, the company emphasized that Supply-Side Platforms (SSPs) cannot afford to ignore app-ads.txt and OpenRTB 2.6 standards in the evolving CTV advertising landscape, where targeted content delivery requires better safeguards than currently exist compared to web and mobile, to alleviate buyer caution. Previously, on December 16, 2025, BidSwitch hosted a "BidSwitch Explained" webinar, mapping the CTV content landscape to help users enhance their connected TV trading. In a move to address content compensation for publishers, BidSwitch introduced its Dynamic Content Ledger on November 23, 2025, enabling AI crawlers to programmatically bid for page-level access as AI search generates less direct traffic for publishers.
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