MUMBAI: RTB House, a global company providing retargeting technology with top online advertisers has opened a new research division called AI Marketing Lab. The lab will research and develop cutting edge mar-tech solutions for both publishers and advertisers.
The lab will conduct research and development in broad marketing areas and support all the international markets including new markets like India and US. Present in across 70 countries, RTB House opened its first office in India in September 2017. The new lab will remain separate from the main R&D department and focus on creating an environment for inventing and developing new mar-tech solutions across digital advertising formats including programmatic ads.
“We’ve been highly focused on improving our primary personalised-retargeting system which is a benchmark in the digital marketing industry globally. We’re now looking to the future, to expand our knowledge, technology, and resources to new areas in order to develop another game-changing solution. One of the most promising areas is improving effectiveness of acquiring new traffic by advertisers," says RTB House CEO Robert Dyczkowski.
“In 2017, we achieved one of our biggest goals and introduced deep learning technology into 100 per cent of the crucial elements of our predicting mechanism including for brands and advertisers in India which was a market first. The Indian market has been slow but is rapidly seeing an adoption in new age advertising technologies like programmatic ads. With this lab we aim to pioneer industry first innovations for advertisers in India using artificial intelligence,” adds RTB House India Country Manager Kshitiz Randhir Shori.
RTB House has also earmarked $5 million for establishing the lab and the amount will also be used for hiring researchers and engineers with expertise in deep learning.
The opening of the new lab also comes close on the heels of expanding to the US market with offices in New York, Boston and Chicago. It currently has more than 1200 clients in nearly 70 countries, including such well-known brands as Adidas, Hotels.com, New Balance, Trivago, Sephora and Walmart.com. The focus in the US market will remain on acquiring new clients and bolstering employee strength.
As per a report on digital advertising by Dentsu Aegis Network, the Indian digital advertising industry is currently pegged at around Rs 8,202 crore and is expected to grow at 32 per cent CAGR to reach Rs 18,986 crore by 2020. Increasing penetration of digital media by the Indian audience will play a key role for advertisers to reach out to untapped audiences. The AI lab will seek to develop and implement new age solutions for an emerging market like India. With programmatic ads increasingly becoming popular by advertisers, AI lab will play an important role in assisting brands to improve their ROIs on digital spends and reduce ad fraud.
RTB House is the first and only ad retargeting company to be powered entirely by deep-learning algorithms. Deep learning models high-level abstractions in data, and imitates the human cognition in processing data rapidly to create patterns that marketers use in decision-making while allocating ad-spends.
