‘AI as a service’ business Scibids has announced its entry into the UK adtech market. Scibids uses artificial intelligence to optimise programmatic ad campaigns, adding an AI “layer” on top of DSPs to act as a ‘virtual trader’.

The company’s offering works with DSPs including Google’s DV360, The Trade Desk, MediaMath, and AppNexus.

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It builds its own buying strategies within those platforms, using as many as 22 million variables such as geography, gender, and site placement. Scibids, which is headquartered in France, says this technology helps marketers optimise their ad buying and improve return on investment.

The company’s London office will be led by Matt Nash, who moves from his position as managing director of Mindshare’s trading division Neo.

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Commenting on the opening, Nash said: “Scibids is delivering a step change in media effectiveness to marketers and their agencies, via programmatic campaigns.

“Our AI is able to deliver 40 to 70 percent KPI improvement to clients across various categories, including performance marketers within the travel, retail and e-commerce sectors, brand marketers from sectors such as FMCG and those in between like automotive and insurance.”

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Scibids founder Julien Hirth added “Since launch our technology has delivered unprecedented business results across thousands of campaigns, dramatically improving performance.

“The role Scibids is increasingly playing is that of an intelligence layer that enables marketers, agencies and their DSP partners to work in harmony.”