A marketplace has two customers. Most ad platforms can only see one.

An ad sends a buyer who never finds what they need, because the seller side is too thin. The campaign still looks like a win. The pixel — the tracking tag that reports a sale back to the ad platform — fires. The dashboard glows green. The marketplace does not grow.

The pain, in concrete terms

Most marketplace operators run ads for one side, usually buyers, and hope the other side follows. The ad platform does not understand a two-sided deal. It chases the one event it can see: a sign-up, a new listing, a first order. It cannot tell whether that buyer found a good match. It cannot tell whether the seller shipped on time. It cannot tell whether either side ever came back.

So you fall into a familiar trap. Buyer numbers climb. Seller supply does not keep up. Matches get worse. People quit on both sides. The one thing that makes a marketplace worth anything — having enough buyers and sellers to trade smoothly — stops growing.

Pouring more budget into the leaking side does not fix the imbalance. It makes the imbalance bigger and the charts look busier.

Built by operators who ran one

Paweł Kaczyński built Flambia Market, a B2B marketplace in the food and catering sector. He ran it from a cold start with no sellers, through the grind of pulling in supply and demand at the same time. He felt firsthand what breaks when you push both sides at once and the data underneath is patchy. This is not a slide from a client account. It is hard-won operator experience.

The lesson was simple. Before you spend more to win buyers or sellers, you need measurement that shows you where the match is breaking. Spend into a broken match and you only burn cash faster.

The same team has built the measurement behind ads for Volkswagen, Audi, KFC, and WizzAir. Knowing whether a sale was real, and which side it came from, is the discipline we bring to your marketplace.

How we grow marketplace contribution profit

We grow contribution profit — what’s left after returns, VAT, cost of goods, and ad spend. It is the money your bank account actually keeps, not the number the dashboard shows. Here is how we get there.

Step 1 — The free diagnosis. On the call we map both sides of your funnel: how buyers arrive, how sellers sign up, which deals complete, and who comes back. We show you where the tracking breaks. We show you which side is starving the other.

Step 2 — Fix the two-sided signal. We rebuild your measurement so the ad platforms see real outcomes on both sides. Not just “a buyer registered,” but “a buyer bought, and the seller shipped it.” We can tag a good match as worth more than a weak one. The better the match, the more the algorithm learns to find people like it.

Step 3 — Fund the side that is holding you back. At any moment, one side is the bottleneck. We find it. We point the budget there, and we measure the result in real deals and repeat orders — not in clicks or impressions that look busy but bank nothing.

Plain analogy

Think of an open-air market. If the stalls are full but no shoppers come, the sellers pack up and leave. If shoppers come but the stalls are empty, the shoppers stop coming back. Ads are just one lever. What lets you spend in the right direction is knowing which side is short — and only honest measurement tells you that.