Adlook
Adlook is a private media-technology company operating an AI-powered programmatic DSP for brand advertising on the open web and CTV, serving enterprise consumer brands and their agencies across EMEA, the US, and LATAM through a single-fee self-service and managed-service platform.
- Company typePrivate
- Founded2022
- HeadquartersWarsaw, Poland
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Adlook does
Adlook is a next-generation media technology company operating a programmatic demand-side platform (DSP) for brand advertising on the open web and Connected TV. Its core product, the Adlook SMART Platform, is a self-service interface that consolidates campaign activation, bid optimization, brand safety, ad serving, and measurement into a single panel under a single-fee model. The platform is built on proprietary Deep Learning algorithms and is extended by a portfolio of AI-native modules: Smart Audiences (ID-agnostic targeting), PrimeAudience (generative-AI / LLM-powered custom audience creation), Deep Context (LLM-based contextual targeting), Deep Search (cookieless keyword targeting), Dynamic Creative Optimization, Attention Optimization (integrated with Adelaide), Supply Path Optimization, and Carbon Footprint Tracking (integrated with Scope3). The company also runs an in-house Creative Lab that designs interactive and high-impact ad formats for web, in-app, and CTV.
The business serves enterprise consumer brands and their agencies across automotive (Toyota, Nissan, Stellantis/Jeep), FMCG (Heinz, Snickers/Mars, Danone, Royal Canin, RETIF), healthcare (Haleon/Multicentrum, Cofidis), beauty (OraSì, Semilac), luxury (Christofle), outdoor (Helly Hansen, Freedome), financial services (PayPo), and nonprofit (British Red Cross). Revenue is generated through programmatic platform fees on media spend managed through Adlook SMART, with three service tiers (Curated, Managed, Self-service) and distribution via direct enterprise field sales plus a broad agency partner network that includes holding-company groups (EssenceMediacom/WPP, Wavemaker, OMD, iProspect/Dentsu, T&Pm) and regional independents.
The company is privately held and headquartered in London (Adlook Limited, UK), with operational offices across Europe (Warsaw, Budapest, Paris, Milan, Madrid), the US (Chicago, Dallas), and LATAM (São Paulo, Mexico City). Adlook is affiliated with RTB House Services sp. z o.o. in Warsaw for intercompany services. Headcount is reported at 11–50 employees, and named leadership includes Global CEO Kuba Kossut, CRO Luca Filardo (appointed August 2025, previously at Audience Science and Index Exchange), and CPO Mateusz Jędrocha, alongside regional VPs of Sales covering CEE, Italy, France, Brazil, and Western Europe & the US. The company was founded in 2022 and is positioned as an independent media-buying partner focused on cookieless, privacy-first programmatic advertising.
Adlook firmographics
Firmographics- Name
- Adlook
- Legal name
- Adlook Limited
- Website
- https://adlook.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adlook is a private media-technology company operating an AI-powered programmatic DSP for brand advertising on the open web and CTV, serving enterprise consumer brands and their agencies across EMEA, the US, and LATAM through a single-fee self-service and managed-service platform.
- Ownership category
- akta.pro rank
Adlook industry classification
Industry- Product category
- Programmatic Advertising Platform
- NAICS
- Media Buying Agencies (541830), Media Buying Agencies (54183), Advertising Agencies (54181)
- SIC
- Services-Advertising (7310), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Programmatic Display & Video (DSP/RTB) (BPAFACAC)
- akta.pro secondary industries
- Programmatic Display & Retargeting (DSP) (MPAAACAE), Performance Creative & Ad Production (Dynamic/Iterative) (BPAFACAI)
Keywords
Where Adlook is headquartered
LocationHeadquarters
- HQ city
- Warsaw
- HQ country
- Poland
- HQ region
- Europe
Offices10 records
Markets served
Adlook business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Programmatic Media Buying Platform Fees: Adlook operates as a programmatic DSP platform, generating revenue through platform fees charged on media spend managed through the Adlook SMART platform. The platform offers a single fee structure that includes all products and tools, with the company highlighting cost efficiencies compared to competing platforms where substantial budget goes to ad tech taxes and vendor fees.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Adlook product offering
Product offeringCore offering
Adlook operates a programmatic demand-side platform (Adlook SMART) that enables brands and agencies to buy media across the open web and Connected TV. The platform applies proprietary Deep Learning algorithms for real-time bidding, ID-agnostic audience targeting (Smart Audiences, PrimeAudience), contextual and cookieless keyword targeting, supply path optimization, attention-based buying, and outcome measurement including brand lift, attention, and sales uplift. A separate Creative Lab produces interactive ad formats for web, in-app, and CTV.
Product overview
Adlook is a next-generation media technology company offering a unified brand growth platform for the open web and CTV. The core product is Adlook SMART, a self-service DSP that provides end-to-end campaign management with integrated ad serving, bid optimization, brand safety, and targeting. The platform is powered by proprietary Deep Learning technology and offers multiple targeting solutions including Smart Audiences (ID-agnostic targeting), PrimeAudience (LLM-powered audience creation), Deep Context (contextual targeting), and Deep Search (cookieless keyword targeting). Creative Lab provides in-house ad format design capabilities, while measurement integrations with Adelaide (attention) and Scope3 (carbon tracking) enable outcome-based optimization. The platform operates on a single-fee model and supports omnichannel activation across CTV, mobile, display, video, and audio.
Differentiator
Problem solved
Functional benefit
Brands
- Adlook SMART: Next-Gen brand growth platform for advertising on the Open Web. A self-service platform that harnesses cutting-edge deep learning algorithm to deliver performance across all stages of the funnel.
- Creative Lab
- Smart Audiences
Products and services
- Adlook SMART Platform
Quantifiable outcome
- 70% working media efficiency vs 44% market average
- +9 more outcomes
Companies that use Adlook
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles3 records
Adlook technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability11 records
Feature8 records
Adlook partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- RTB House ServicescoreRTB House Services sp. z o.o. based in Warsaw is an affiliated company providing intercompany services to Adlook Limited. Adlook's privacy policy references sharing data with this affiliated entity for processing purposes.
- EssenceMediacom (WPP)coreGlobal agency partner managing campaigns for clients including RETIF and Snickers through the Adlook platform. Long-standing partnership for programmatic campaign execution across markets.
- Wavemaker GlobalcoreGlobal media agency partnership for Helly Hansen ski collection campaign, leveraging Adlook's privacy-first targeting and attention optimization solutions.
- OMD FrancecoreAgency partner for Nissan Juke Hybrid campaign in France, collaborating on PrimeAudience targeting and brand lift measurement.
- iProspect (Dentsu)coreAgency partner for Cofidis financial services campaign, testing multiple ID-less targeting solutions and comparing cookieless strategy effectiveness.
- T&Pm (The&Partnership)coreAgency partnership for Toyota & Lexus UK campaigns, leveraging Adlook's cookieless targeting suite and privacy-safe solutions for programmatic activation.
- The Kite FactorycoreAgency partner for British Red Cross humanitarian campaign, deploying privacy-first activation with custom contextual targeting and Smart Audiences.
- Africa (Agência África)coreBrazilian agency partner for Heinz FIFA World Cup campaign, achieving exceptional attention metrics and in-app engagement results.
- Good Light AgencycoreCreative agency partnership for Christofle luxury tableware campaign, combining brand vision and creative execution with Adlook's programmatic technology.
- TangoocoreMedia agency partnership for Locauto car rental campaign in Italy, managing programmatic strategies and driving qualified traffic growth.
- Expansion GroupcoreAgency partnership for OraSì plant-based product awareness campaign, combining AI-driven targeting with creative excellence.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Adlook competitors and assessment
Company assessmentDirect peers
- The Trade Desk: Leading independent DSP offering programmatic media buying across the open web and CTV. Most directly comparable to Adlook as a competing independent DSP, though at vastly greater scale and with deeper data and inventory partnerships.
- Adform: Independent European-headquartered DSP and ad serving platform. Direct competitor to Adlook in the EMEA market with overlapping focus on cookieless targeting, supply path optimization, and full-stack omnichannel buying.
- Criteo: Independent adtech platform evolving from retargeting into a broader commerce media DSP. Comparable in scale and EMEA roots; overlapping advertiser base in retail and consumer brands.
- MediaMath: Independent DSP with a focus on enterprise programmatic and identity solutions. Direct competitor to Adlook for mid-market and enterprise omnichannel campaigns, with comparable cookieless identity offerings.
- Pubmatic: Supply-side platform that has expanded into header bidding, CTV, and increasingly omnichannel activation. Competes with Adlook for the same open-web and CTV budgets from a complementary sell-side vantage.
- Smart AdServer: Independent European ad serving and DSP platform. Direct competitor to Adlook for mid-market programmatic campaigns, particularly in EMEA, with overlapping cookieless identity and omnichannel capabilities.
Broad incumbents
- Google Display & Video 360: Google's enterprise DSP bundled within Google Marketing Platform. Competes head-to-head with Adlook on omnichannel programmatic buying and benefits from Google's owned inventory, identity, and AI infrastructure.
- Amazon DSP: Amazon's programmatic DSP leveraging first-party retail and Prime Video/CTV signal. Competes with Adlook on open-web and CTV activation, particularly for commerce-driven campaigns.
- Yahoo Advertising: Broad incumbent adtech player operating the Yahoo DSP (formerly Verizon Media) alongside native and connected TV inventory. Comparable overlap with Adlook on open-web and CTV activation.
Others
- RTB House: Warsaw-based deep-learning adtech company disclosed as an affiliated entity to Adlook Limited. Operating in the broader retargeting/programmatic space with overlapping deep-learning technology, it is included as the most relevant ecosystem affiliate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Adlook social profiles
Digital presenceAdlook financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adlook leadership team
Management profileNumber of profiles
Profiles15 records
Adlook funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adlook M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adlook
What does Adlook do?
Adlook operates a programmatic demand-side platform (Adlook SMART) that enables brands and agencies to buy media across the open web and Connected TV. The platform applies proprietary Deep Learning algorithms for real-time bidding, ID-agnostic audience targeting (Smart Audiences, PrimeAudience), contextual and cookieless keyword targeting, supply path optimization, attention-based buying, and outcome measurement including brand lift, attention, and sales uplift. A separate Creative Lab produces interactive ad formats for web, in-app, and CTV.
Is Adlook a public or private company?
Adlook is a private company. It is classified as unknown and is currently operating.
When was Adlook founded?
Adlook was founded in 2022. It employs 11 to 50 people.
Where is Adlook based?
Adlook is headquartered in Warsaw, Poland, in the Europe region.
How does Adlook make money?
One revenue line is on record: programmatic Media Buying Platform Fees.
Who are Adlook's main competitors?
Direct peers on record are The Trade Desk, Adform, Criteo, MediaMath, Pubmatic and Smart AdServer. Broad incumbents are Google Display & Video 360, Amazon DSP and Yahoo Advertising. RTB House is listed as an others.
Does Adlook have an API?
No public API is recorded for Adlook.
What industry is Adlook in?
Adlook's product category is Programmatic Advertising Platform. Its primary akta.pro industry code is BPAFACAC, Programmatic Display & Video (DSP/RTB), with a secondary code of MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 541830 and its SIC code is 7310.