Innovation: Ones to watch in Adtech across 2025.
What is the definition of innovation? Innovation is defined as the process of bringing about new ideas, methods, products, services, or solutions that have a significant positive impact and value.
It’s taking something that already exists and improving upon it. It’s fueled by creativity and it’s limitless, and it’s all around us.
Adtech is no different, to think where we were when the .com boom hit, to where we are now. Terminology that historically never existed, technology that goes beyond even what back to the future predicted and it’s happening every day.
The TradeDesk’s, DoubleVerify’s will always innovate, and they will always be there, but who are those businesses going above and beyond to create the next product and solution?
Aryel
What makes them one to watch? In July 2024, Aryel announced plans to expand into France and Germany, focusing on strategic acquisitions in the adtech space. Post that in October, Aryel launched its new Generative AI (GenAI)-powered solution to help media planners optimise budgets and generate highly personalised advertisements.
How are they innovating? Who wants boring ads? Aryel delivers high-performing ads designed for the next generation of users, leveraging 3D, augmented reality, and virtual reality. They are also the only provider of In-Banner AR Creatives that can be distributed programmatically. Alongside this they also intergrate advanced AI algorithms to enhance user interaction analysis, aiming to provide valuable insights for optimizing advertising campaigns.
Voice by Loud Intelligence
What’s makes them one to watch? In September 2024, Spanish startup Loud Intelligence raised over €1 million in a seed funding round with participation from Demium Capital, Encomenda Capital Partners, and several business angels. The company develops Voi<3, an AI platform for contextual advertising in digital audio.
How are they innovating? Loud Intelligence provides cookieless, contextual technology allowing advertisers to connect to their audience through digital audio.
Millions of people tune in to podcasts and audio channels on a daily basis to be entertained, keep informed, or to simply relax. Not only is digital audio simultaneously compatible with an on-the-go lifestyle allowing us to connect to the world while performing our daily activities, it is also quickly emerging as the preferred interface to the digital universe – a veritable Voice First revolution.
all eyes on screens
What makes them one to watch? In October 2024, all eyes on screen secured approximately €10 million in a Series B funding round led by Taiwania Capital, with participation from existing investors, this investment will be used to expand into both Southeastern and Western Europe, leveraging its AI-driven platform to enhance TV and video advertising.
How are the innvoating? Their AI-driven platform processes extensive audience data from millions of households to enhance advertising strategies. A key component of their technology is the “Apollo” module, which utilizes AI-based forecasting and planning to automatically optimise and generate high-performing campaign plans and budget allocations.
