Search En menu ClientConnect
Top 5 search results See all results Advanced search
Top searches
Most visited pages


    € 8,000,000
    Sweden : € 8,000,000
    Services : € 8,000,000
    Signature date(s)
    20/12/2021 : € 8,000,000

    Summary sheet

    Release date
    18 March 2022
    Signed | 20/12/2021
    Project name
    Promoter - financial intermediary
    Proposed EIB finance (Approximate amount)
    Total cost (Approximate amount)
    EUR 8 million
    EUR 15 million

    DanAds has developed a cost efficient self-service advertisement booking platform that it sells to large publishers on a white label basis. The platform allows these publishers to accept small and medium-sized enterprise (SME) clients who would not be profitable under the publisher's normal ad booking process.

    The objectives of the EIB financing are to support the company in mitigating the impact from the COVID-19 pandemic and to execute its growth investments mainly in research and development (R&D) and commercial expansion.

    Additionality and Impact

    The project contributes to the policy objective of Research and Development. it supports an innovative start-up developing a white label advertising platform that allows large publishers to sell advertising space to SME clients that they could otherwise not serve profitably. The promoter is a small company that faces market failures related to insufficient financing due to imperfect and asymmetric information and generates positive externalities. It helps give SMEs access to advertising space that they would otherwise be locked out of due to their small advertising budgets. It thereby boosts innovation, growth and job creation. The promoter's strategy depends on significant RDI investments in order to lead the technology development. EIB financing, with an innovative structure adapted to the risk profile of this early stage company, allows the promoter to finance its investment plan, generating a positive crowd-in effect for other investors.

    Environmental aspects

    The project activities do not fall under Annexes I or II of the EU Directive 2014/52/EU amending the EIA Directive 2011/92/EU. The project will be carried out in existing facilities, already authorised, that will not change their scope due to the project. As such, the project activities are not subject to a mandatory environmental impact assessment (EIA).

    The Promoter is a private company not operating in the utilities sector and not having the status of a contracting entity, and is thus not subject to EU rules on public procurement. Under these conditions, the procurement procedures followed by the Promoter are suitable for the project.


    Before financing approval by the Board of Directors, and before loan signature, projects are under appraisal and negotiation. The data provided on this page is therefore indicative and cannot be considered to represent official EIB policy (see also the Explanatory notes).


    Environmental and Social Data Sheet (ESDS) - DANADS (EGF VD)
    Publication Date
    23 Mar 2022
    Document language
    Main Topic
    Document Number
    Document Focus
    Environmental Information
    Project Number
    Publicly available
    Download now

    News & Stories

    General enquiries and comments

    The EIB is committed to open communication and encourages constructive stakeholder input regarding its activities.
    Enquiries and comments concerning the EIB’s involvement in a project or the financing facilities, activities, organisation and objectives of the EIB, can be sent to the EIB Infodesk.
    Alternatively, the EIB can be contacted through its external offices.
    Queries regarding details of a specific project, in particular when it is under appraisal by the EIB, should preferably be addressed directly to project promoters.

    Media enquiries

    Media-related enquiries can be addressed to the EIB Press Office. Please also visit our Media information section.

    Complaints mechanism

    Any complaint regarding alleged maladministration can be lodged via the EIB Complaints Mechanism. The European Ombudsman acts as an independent external accountability mechanism of the EIB.

    Zero tolerance against fraud and corruption

    The EIB has a zero tolerance policy on fraud or corruption. To report allegations of fraud and corruption relating to EIB-financed projects, please contact the Fraud and Investigation division. All complaints will be treated as strictly confidential and handled in line with the EIB investigation procedures and the Anti-Fraud Policy.

    Related publications