Teads acquires Brainient for interactive ads | Ad Tech | News | Rapid TV News
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Teads has acquired Brainient, a British company that specialises in advanced dynamic creative technologies for video and mobile.

teads logoInteractivity and Dynamic Creative Optimisation (DCO) technologies aim to match the content of ads in real-time to the profile of the user, including socio-demo, geolocation, screen used, time of the day, weather and any other type of contextual data.

Brainient has developed a creative studio that allows brands, agencies and publishers to enrich videos with interactive elements and optimise the content to match a user’s profile and preferences. Brainient’s technology can integrate first and third-party data from any data source and use the data to personalise video ads in real-time.

With this acquisition, Teads will offer integrated access to Brainient to all its marketplace buyers, streamlining the process of creating and delivering interactive video ads at scale for its clients.

Brainient will be rebranded as Teads Studio and will run as an independent business unit within Teads. Emi Gal, founder and CEO of Brainient, will join Teads as CEO of Teads Studio and will relocate to New York.

“I am very excited by the opportunity to speed up the adoption of the most advanced outstream video advertising formats,” said Bertrand Quesada, CEO, Teads. “For instance, we will also help agencies and brands streamline the creation of 360° creatives, leveraging a normal landscape video.”