Adlook has teamed up with Comcast’s SSP, FreeWheel, to apply deep learning technology to premium CTV and online video inventory.
Adlook, which is owned by Europe’s RTB House, specializes in adtech for efficient media buying on the open web, offering guaranteed results and tools for targeting users in the ID-less era. Its tech leverages deep learning, a core area of expertise for parent, RTB House.
With this partnership, Adlook’s deep learning-powered DSP, Smart, gets access to FreeWheel’s inventory. According to Adlook, Smart’s underlying tech processes over 100 signals at the same time to deliver ads to the right audience. These signals include Open RTB data, third- and first-party data, and media quality data. The goal: to provide a fuller understanding of the value of each ad impression.
Smart’s algo dynamically refines itself using real-time data, enabling automatic adjustments to bidding strategies. It can deprioritize underperforming creatives or focus more on high-engagement audience segments, all without manual intervention. The result is continuous improvement in campaign performance.
Why This Matters:
Adlook launched in the U.S. a year ago and has been growing quickly. Why? AI—or more specifically, deep learning, according to the company.
What’s the difference? AI refers broadly to algorithms being able to perform tasks that typically require human intelligence. Deep learning is a subset of AI. These algos analyze data while, you know, “learning” from them to improve performance over time, auto-magically.
This is what advertisers want and expect from AI — tools that enhance campaign efficiency and targeting accuracy, especially as cookies and IDs are deprecated. This aligns with Adlook’s deep learning DSP.
Experts React:
“Our partnership with FreeWheel marks a significant milestone in our mission to provide marketers with the most effective access to premium ad supply for Video and CTV,” said Viktor Zawadzki, VP of Platform Partnerships at Adlook, in the company’s press release. “This alliance not only enhances our ability to meet current market demands but also positions us to lead the industry with… innovations in the context of planning, curation and optimization.”
Our Take:
There is a lot of/growing confusion between AI and deep learning. Lots of platforms claim to offer AI. Deep learning, as a capability, is what makes Adlook stand out. But helping advertisers understand the difference will be key for adoption and differentiation.
