Ad-Lib will use the funding to further strengthen its technology platform, which uses AI to streamline creative ad production workflows, automate digital asset creation and optimise creative performance across display, video, social, native and mobile. The company will also build out its senior leadership team, expand further in EMEA and APAC and launch its US headquarters in New York.
Technology has penetrated the media buying, analytics and ad-serving space, but for many brands, the biggest challenge is the requirement for creative cross-channel, cross-format and cross location. For the big creative agencies, digital production is an afterthought and still billed on an hourly rate. The large production agencies have no incentive to innovate. Ad-Lib solves these problems.
Ad-Lib is uniquely positioned to address these structural inefficiencies and enable brands to improve digital campaign performance through better creative. Ad-Lib’s intelligence platform streamlines digital ad workflows, automating standard processes to reduce the time it takes to build campaigns.
Through AI, creative can be reformatted at speed and scale, and automatically edited to suit the location and audience it is intended for, saving production costs and ensuring creative is highly targeted. These campaigns are then analysed in real-time, delivering accurate and meaningful insights that drive future performance.
Ad-Lib’s technology sits above the major buying infrastructure, streamlining the delivery of campaigns by removing the need for a separate ad server. Ad-Lib is a certified creative partner of Google and Facebook and its platform is directly integrated into Facebook, YouTube, Instagram, and Google Marketing Platform.
There is no technology infrastructure in the creative space meaning digital ads that reach the biggest audiences continue to be poor quality. With all other aspects of media buying already automated, creative is becoming the differentiating optimisation tool that brands rely on to stand out. The landscape is changing, TV ad views are declining in favour of digital, but the creative is falling behind.
Oli Marlow-Thomas, founder and CEO, Ad-Lib
We were blown away by Ad-Lib’s technology and the rapid traction they are getting with large brands for whom the seamless integration of the creative and media buying processes in their advertising is a major pain point. We’re delighted to back Oli and his incredible team of creative and mar-tech experts in their ambitious plans to further disrupt this space.
Ravi Bhaskaran, Managing Partner, Fog City
Ad-Lib was founded in 2017 by CEO Oli Marlow Thomas, formerly Creative Lead at Google. Its management team is made up of creative and mar-tech industry heavyweights from Google, Essence and Criteo. The company employs 80 staff in offices in London, Madrid, Dubai, Singapore, Tokyo, Sydney and Manila.