NEW YORK, NY –[27rd May 2025] – The COOL company unified five advertising technology leaders — ADventori, Balihoo, COOL Media, Insticator, and OKO Digital — into a single, integrated entity under its new brand umbrella. This milestone marks a bold shift toward delivering a smarter, more collaborative digital advertising experience for publishers, advertisers, agencies, and end users across the globe.

Built on the shared vision of modernizing adtech with innovation, transparency, and real-time performance, COOL Media blends the strengths of each subsidiary into one comprehensive offering, combining advanced AI, media execution, dynamic creative, franchise marketing, and publisher monetization.

“We have spent the last year integrating our teams and our technology. Now it’s a great time to move on from our siloed brands and be under our unified brand of COOL Media underneath our umbrella of the COOL company.”

– Zack Dugow, CEO of the COOL company

COOL Media Specialties:

• COOL Media – DCO & Creative Automation (former ADventori) – A dynamic creative optimization and automation platform specializing in real-time ad personalization and data-driven storytelling, enhancing relevance across formats and screens.
• COOL Media – Franchise and Multi-location (former Balihoo) – A franchise marketing solution enabling national brands to automate and scale local campaigns across markets with speed, consistency, and compliance.
• COOL Media – Media & Attribution – A media and attribution solution offering cookieless measurement, audience insights, and omnichannel performance-driven media buying. 
• COOL Media – Publisher Experiences (former Insticator)– An engagement and monetization platform helping publishers drive interaction and increase revenue through immersive ad and content tools.
• COOL Media – Supply Side Platform (former OKO) – A publisher-first ad tech provider delivering tools and services to optimize ad yield, access premium demand, and simplify programmatic monetization.

COOL Media’s unified approach supports clients at every stage of the advertising journey, from planning to execution to ROI analysis, while delivering a better, faster, and more connected experience.

About the COOL company

The COOL company is the parent organization of five industry-leading advertising technology brands committed to reshaping digital media for the better. With expertise spanning personalization, local automation, publisher solutions, and omnichannel media buying, the COOL company empowers partners to reach audiences more effectively and meaningfully worldwide.

Press Contact:
press@cool.co

Rethinking creative efficiency in a hyper-visual world

No sooner is one innovation adopted than another comes along. The pace is relentless. For brands, staying visible and relevant in a saturated environment is a constant challenge. Yet behind this tech race lie real levers of performance—on the condition that they are clearly identified and strategically activated.

Video automation, when enhanced by the power of AI, delivers on a clear promise: combining targeting precision, creative relevance, and cost control. At a time when video already accounts for 58% of display, this approach is no longer optional, but essential.

CTV, BVOD, SVOD: an ecosystem in full transformation

In 2024, the French digital advertising market crossed the €11 billion threshold (+14% vs. 2023). This growth is largely driven by video—especially Connected TV (CTV). Two major accelerators: SVOD (Netflix, Disney+, Amazon Prime), which surged by +312%, and BVOD (TF1+, M6+, France TV, etc.), up +33%.

These new platforms offer fertile ground for precise, high-quality, and automated activations. The key lies in activating them effectively, respecting both distribution contexts and audience expectations.

DCO + AI: a synergy that changes everything

Real-time personalization is no longer a luxury. It’s at the heart of DCO (Dynamic Creative Optimization), which adapts messaging based on user data (location, navigation history, profile). AI enhances this mechanism: predictive analytics, smart A/B testing, automatic variant generation… The result? More engagement, less perceived intrusiveness.

At ADventori, this approach has been in our DNA since 2010. Our technology allows brands to personalize ads at scale, without compromising on quality or control. All with clear KPIs: conversion rate, completion, and viewability.

"The solution we’ve developed restores impact to highly viewed formats (non-skippable, but more personalized), brings added value (via a CTA delivered through a QR code, for instance), and supports optimization through live tracking."

— Baptiste Bourron, Product Director, ADventori

Client case: Basic-Fit boosts its acquisition with personalized video

Let’s take a concrete example. For its web-to-store campaign, Basic-Fit partnered with ADventori to personalize two video formats. Objective: at the end of the video, display the closest gym to the viewer, from a network of 765 locations.

BUCA DI BEPPO : personalization that whets the appetite

Different territory, different use case. In the U.S., Italian restaurant chain Buca di Beppo used CTV to launch a large-scale proximity campaign.

A simple goal: bring people back to the restaurant

With 36 locations across the U.S., the brand sought to capitalize on CTV (Connected TV) to increase local visibility for its restaurants while boosting reservations. The challenge? Speak to each viewer in a personalized way—showing them exactly where to go.

A smart, localized activation

Thanks to geolocation, each ad aired on connected TV included—in real time—the address and phone number of the nearest Buca di Beppo. A dynamic display that enabled users to move instantly from discovery to action.

Video automation: a growing trend becoming mainstream

What was once experimental is now becoming a widely accessible standard. At scale, when supported properly, personalization creates value at every step of the user journey.

At ADventori, our mission is clear: to help every brand—regardless of industry or digital maturity—get the most out of video automation. All within an environment where creativity is still the engine, and data, the fuel.

Ready to turn your video and CTV campaigns into real performance drivers? Book a meeting with our experts for a personalized consultation.

In today’s ever-evolving digital landscape, advertisers face a key challenge: capturing consumers' attention at the right moment, in the right context, and with the right message.
This is where creative automation, embodied by solutions like Dynamic Creative Optimization (DCO), proves to be an essential tool. This technology combines personalization with efficiency, optimizing both costs and timelines (for production and deployment).

What is DCO ?

DCO is a technology that automatically personalizes advertising content in real-time, based on signals related to the user’s profile, browsing context, or other available data.
Whether it’s direct or programmatic banners, social ads, videos, or even digital out-of-home (DOOH) displays, this technology adapts every element to maximize the relevance of the message.
The factors considered include, among others, geolocation, weather, consumer preferences, or even in-store stock.
In short, DCO ensures that every ad message is perfectly tailored to the time, context, and location where it is seen. This precision not only improves performance but also responds to consumers’ growing demand for useful and personalized ads.

A Versatile and Powerful Solution

Developed by adtech companies like ADventori, DCO offers practical solutions for complex challenges. It goes beyond personalization by:

• Testing multiple messages and formats to identify top performers.
• Reducing creative costs through automated updates and scalable variations.
• Increasing conversion rates and freeing up time for marketing and creative teams.

As Pierre-Antoine Durgeat, founder of ADventori, explains, this technology is particularly suited for advertisers with advanced contextualization and personalization needs:
“If a brand like Lancôme can do without it, this is not the case for multi-brand retail chains like Sephora, or sectors like automotive and travel, where large-scale personalization is key to advertising performance.”

Trust and Data: The Core of Creative Automation

Creative automation can only function with high-quality, well-structured data and clear consent.
As Pierre-Antoine Durgeat reminds us, “Nothing is personalized without consent, and advertisers’ data is encrypted and isolated to ensure privacy.”
This strict framework reassures both advertisers and consumers, offering impressive granularity to maximize campaign impact.

Towards Smarter Advertising

In conclusion, creative automation, driven by solutions like DCO, is a true revolution for advertising campaigns. By combining personalization, performance, and flexibility, this technology is reshaping industry standards.
While not suitable for every advertiser, it is an essential tool for those operating at scale or in competitive sectors.
With examples like Air France, it’s clear that this approach goes beyond optimization: it transforms the way brands engage with their audiences. In a world where relevance is key, creative automation is not just a solution but a strategy for the future.

The adserver is essential for managing digital ad campaigns efficiently. It not only helps you track and control your campaign results but also keeps a detailed history of media performance. By hosting and delivering your ads across the digital ecosystem, the adserver provides real-time insights into your campaign effectiveness.

It ensures your media buys are perfectly aligned with your marketing strategies, acting as the core tool to monitor and optimize your ad operations.

What is an adserver?

An adserver is a technology platform, either self-service or managed, that hosts digital ads and delivers them across websites. Ads can be in the form of animated HTML5 banners, static or animated images (JPG or GIF), or videos.

This tool manages and schedules ad display in dedicated placements on publisher sites. Ads are hosted on the adserver and made available to publishers, agencies, or advertisers through a redirect script, which is then trafficked into a DSP or the publisher's adserver to ensure ads display correctly in programmatic or direct media buys.

Performance Tracking and Measurement

Adservers include statistical tools that track the number of ad displays, known as impressions, across a site or network during a campaign or set period.

Advanced adservers like ADventori also centralize performance data from multiple acquisition channels—Display, Mobile, InApp, Native, Social, Video, Email, DOOH, Search, and Affiliate—helping advertisers save time compiling stats and keeping a comprehensive campaign history.

By consolidating data from all digital channels within an independent adserver, brands can work transparently on attribution, free from conflicts of interest often found in global platforms that both buy media and measure performance.

In-depth Analysis and Optimization

Advanced adservers compile a wealth of data, including:

• Impressions and fraudulent impressions
• Various click types (non-fraudulent clicks, unique clicks)
• Click-through rates
• Ad viewability
• Arrival rates
• Bounce rates
• All possible conversions (form submissions, purchases, app downloads, revenue)
• Other ad interactions

ADventori’s "Log Level" granularity offers highly detailed statistical analysis, with data available through raw reports or integrated directly into visualization tools for campaign performance optimization.

Creative Testing at Scale

Another key feature of advanced DCO (Dynamic Creative Optimization) adservers like ADventori is the ability to run large-scale A/B creative tests. With third-party data becoming increasingly scarce and privacy taking priority, it’s crucial to test multiple creative combinations in real-time to find the most effective messages. This ensures only the best-performing creatives are retained.

Ready to centralize and optimize your advertising data? Schedule a personalized consultation with our experts today!

We are pleased to present the press release from the COOL company, announcing the integration of ADventori into their group.

PARIS, FRANCE July 30, 2024— Today, the COOL company — parent company to a growing collection of brands on a mission to create a better experience for everyone in the advertising ecosystem — announced its acquisition of ADventori, a renowned French company specializing in Dynamic Creative Optimization (DCO) technology. 

Coming hot on the heels of the COOL company’s comprehensive rebrand announcement last week, this strategic move marks another significant step in the COOL company’s expansion strategy, having recently acquired other innovators in fields such as franchise-marketing, connected TV (CTV) attribution, and more. 

This technology, which is becoming increasingly essential for advertisers, allows ADventori clients to GET PERSONAL — creating a curated experience that is honed to connect with individual customers online.

"Many people in our industry understand either the business side or the technical side of adtech.  There are few executive powerhouses in our industry that understand the business side, the depth of the technical adtech ecosystem, and where the industry is headed.  Pierre-Antoine and the ADventori team are absolute geniuses.  That is reflected in what they have built in ADventori and how they have been able to empower amazing brands like Disneyland, Airfrance, Hyundai, Mcdonalds and many others. Joining forces with ADventori is like bringing together the best Jedi knights from StarWars and the greatest swordsmen from Game of Thrones onto one team.  What we can do together will be dynamic!" said Zack Dugow, Founder and CEO of the COOL company.

ADventori is widely recognized for its innovative Creative Management Platform (CMP), and Dynamic Creative Optimizations, which empower advertisers to create personalized and impactful advertising campaigns across digital channels, while reducing creative costs thanks to automation and AI.

Their advanced technology enables tailored ad experiences that resonate with audiences on a deeper level, which was one of the driving forces behind this acquisition — and part of a steady progression as the COOL company assembles a complete, vertically-integrated enterprise.

A short timeline of this growth includes:

• 2020: the COOL company acquires Squawk-It, an online commenting platform that has evolved into the flagship COOL Comments product. 
• 2021: the COOL company acquires OKO Digital, a UK leader in web monetization since 1996. 
• 2023: Balihoo, the leader in hyperlocal online marketing for franchise businesses, joins the fold. 
• 2023: A recent addition, COOL Media (formerly Insticator Australia) is an industry leader in CTV attribution.

Each of these acquisitions empower the COOL company with more reach, flexibility, and crossover service offerings, bringing endless possibilities to a wider customer base: as Balihoo’s franchise clients team up with COOL Media’s CTV offerings, or publishers utilizing OKO Digital for monetization take advantage of Insticator’s user-engagement products.

The integration of ADventori into this ecosystem is expected to foster additional, powerful synergies among these brands, unlocking new opportunities for innovation and client growth.

"We see tremendous potential for synergies among our brands," added Pierre-Antoine Durgeat, founder of ADventori. "The marriage of ADventori’s personal approach with, for example, Balihoo's franchise clients and COOL Media’s CTV offerings will enable us to offer comprehensive solutions and superior results for our clients."

Founded in 2009, ADventori has established itself as a key player in the digital advertising industry, serving a diverse clientele — including such heavy-hitters like Coca Cola, Air France, Renault, and Disneyland. This personalized experience allows advertisers to make precise adjustments to their messaging on the fly, creating better ads with a greater impact.

"We've met our clients' needs by offering non-intrusive ads with better messaging," Durgeat said, "With our technology in play, we are able to give viewers fewer ads that work more-effectively, leading to a better viewing experience at home, and better conversions as well.”

“This goal dovetails perfectly with the COOL company mission of a better experience, and we’re excited at the ways our brands will reinforce and fuel one another in the coming months,” Durgeat added.

The acquisition of ADventori brings exciting new opportunities, and both teams are working collaboratively on integration plans to ensure a seamless transition for clients and partners. For more information about the COOL company and its acquisition strategy, please visit cool.co.

About the COOL company
At the COOL company, we believe in creating a win-win environment where everyone benefits. We are committed to ensuring users, publishers, franchisees, and advertisers all have a better experience and achieve more than they ever thought possible through our innovation, advanced AI, groundbreaking advertising technology, and teams of inspired experts. Our every move, expansion, acquisition, and upgrade is done to provide that better experience for an ever-growing list of satisfied clients and users all over the world.  

Brands under the COOL company include Insticator, an engagement platform for publishers, Balihoo, a complete advertising management platform for franchise and network businesses, COOL Media, a managed service solution for agencies and brands to reach and measure audiences, and OKO Digital, delivering website and app publishers everything they need to maximize their ad revenue.

Collectively, the COOL company reaches over 350 million consumers monthly across their network of premium publishers and advertisers, including Kohler, Suzuki, Acer, Pearle Vision, Trek, Brita, Viking Cruises, MLB, Playmaker, Blitz, Evolve Media, and more.  Under the former umbrella of Insticator, the COOL company was a proud 7x recipient of the Inc 5000 list of America's fastest-growing private companies, a 2x recipient of Deloitte's Fast 500, recognized on Crain's New York Fast 50 list, recognized by Digiday's Digiday Media Awards as a company working to modernize digital media, and awarded as one of AdWeek's Top 10 Fastest Growing Solution Providers globally.

press@cool.co

About ADventori

ADventori is a data-driven, creative ad server whose mission is to personalize, automate, measure and optimize advertising. Advertisers, creative agencies, media and DSPs rely on our platform to improve the efficiency of digital placements (banners, mobile, video, social ads, CTV, 

landing page, native ads, DOOH) by integrating real-time data from the advertisers, or publisher sites. Our ads adapt to targeting, deploying both a relevant message to the user and a higher level of campaign performance for the advertiser and the publisher. All of this is backed by an expert team providing quality, tailored service for every client.

adventori.com

”The Programmatic Society“, a program proposed by Michel Juvillier, invites you to hear the voices of those who make up the Programmatic market in France and elsewhere.

Meet Pierre-Antoine Durgeat, CEO of ADventori, during the episode:

How far can advertising creation be automated?

On the program:

• Which task is automatable, and which task is not?
• What is their biggest success in terms of creative automation?
• Are we heading towards a dehumanization of the ad creation process?

Discover the debate with Pierre-Antoine Durgeat (ADventori), Muriel Kossibale (OUI.sncf) et Charles Carrera (Publicis Conseil).

”The Programmatic Society“, a program proposed by Michel Juvillier, invites you to hear the voices of those who make up the Programmatic market in France and elsewhere.

Meet Pierre-Antoine Durgeat, CEO of ADventori, during the episode:

"Multivariate testing: future unmissable of digital marketing"

On the program:

• What is multivariate testing?
• What are the benefits?
• What are its uses and results?
• What organisation should be put in place to carry out this study? Which techno stack or agency should be chosen?
• What is the future of multivariate testing?

Discover the debate with Pierre-Antoine Durgeat (ADventori), Marion Gauthier (Ouigo) et Ollivier Monferran (Essity).

”The Programmatic Society“, a program proposed by Michel Juvillier, invites you to hear the voices of those who make up the Programmatic market in France and elsewhere.

Meet Carole Ellouk, Deputy CEO of ADventori, during the episode:

"MASS COMMUNICATION VS DIGITAL COMMUNICATION: THE IMPORTANCE OF ADVERTISING MESSAGE"

On the program:

• Why oppose mass communication and digital communication?
• How to build an advertising message?
• Is there a performance specific to messages and can we measure it?
• Have advertisers continued their communication actions during the COVID-19 health crisis and for what reasons? What are the conclusions?

Discover the debate with Carole Ellouk (ADventori), Jérémy Derouet (Canal+), Abizar Hakimbay (Médecins sans Frontières) and Alexis Leduc (Shopper Factory).

Press release

Paris, May 5, 2020

ADVENTORI STEPS UP ITS BRAND CONSULTING SERVICES

Data-driven campaigns require tighter organization and technical integration at start-up than traditional digital campaigns. Strategy is particularly important.

To help brands with their digital advertising strategy, ADventori provides tactical and operational consulting solutions delivering both services and technologies.

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FOR MORE INFORMATION

Carole Ellouk – +33 (0)6 86 45 21 07 – carole.ellouk@adventori.com

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ABOUT ADVENTORI

ADventori is a creative advertising technology company created in 2009 dedicated to personalizing, measuring and optimizing digital advertising. Our technical expertise and know-how allow advertisers to roll out data-driven campaigns, from message design and data integration to trafficking in all advertising formats. Besides optimizing media and creative, ADventori streamlines campaign implementation, ensuring optimal organization in a complex ecosystem.

A leader in France and Europe: Renault, SFR, OUI.sncf, Fressnapf, GMF, Nissan, Mini, Decathlon, Transavia, Air France, Canal+.

www.adventori.com/fr

” The Programmatic Society“, a program proposed by Michel Juvillier, invites you to hear the voices of those who make up the Programmatic market in France and elsewhere.

Meet Pierre-Antoine Durgeat, Président of ADventori, during the episode:

"Programmatic: A challenge for advertising creativity"

Often considered as a performance tool above all, does programmatic have an impact on the advertising creative, which serves branding ?
Faced with the emergence of data and programmatic, are there new types of organizations and processes that have been deployed within creative agencies ?

Faced with the emergence of all-data in the advertising market, with the "Mad Men" take power at the expense of the "Math Men" ?

With Pierre-Antoine Durgeat (ADventori), Pascal Gaveriaux (Publicis Conseil), Jean-Baptiste Rouet (Publicis Media) and Guillaume Pelletier (Nissan)

Subtitled in English