Proxistore

About Proxistore

Founded in 2011 and headquartered in Wavre, Belgium, Proxistore is a demand-side platform (DSP) specializing in geolocated digital advertising. The company developed a patented technology that enables advertisers to place highly localized banner ads on premium national and international websites with precision down to the postal code. This allows businesses, particularly retailers, car dealerships, and large-scale distributors, to target relevant customers within specific geographic catchment areas, aiming to drive foot traffic to physical points of sale—a strategy known as "drive-to-store".

The platform serves retailers and advertisers by allowing them to conduct targeted campaigns based on geography, audience segments, and consumer intent, thereby optimizing advertising spend. It integrates with various advertising networks and uses machine learning to automate ad purchasing and bidding strategies. For publishers, Proxistore offers to increase their advertising revenue by monetizing their ad space with localized campaigns. Proxistore's business model involves providing these targeted advertising services directly to clients and also offering its technology as a white-label solution.

The company's founders include Jean-Charles De Keyser, a veteran of the European media industry with previous CEO roles at RTL-TVi and other RTL Group entities, and Bruno Van Boucq, who serves as CEO. In recent years, Proxistore has been in a significant legal dispute with Google. In early 2025, Proxistore accused Google of unilaterally blocking its advertising campaigns, leading to a series of court rulings in Belgium that ordered Google to pay penalties to the startup. The dispute centered on Google's claims of unpaid invoices, which Proxistore contested. The Belgian courts repeatedly ruled in Proxistore's favor, resulting in a successful seizure of €76 million from Google's Irish bank account in April 2025.