[14] RTB House develops a demand-side platform (DSP) for autonomous personalized-marketing services that utilize proprietary deep learning algorithms based on neural networks.
[15] Since 2021, the company has contributed to the Privacy Sandbox initiative of building advertising solutions without the involvement of tracking cookies.
[11][18] The proprietary solution included a DSP and algorithms enabling participation in auctions of advertising space in real time, as well as tools for optimization, recommendations, and dynamic production of banner ad design.
[18] The proprietary DSP built by Romański to purchase and optimize online advertising in the real-time bidding model,[3] was one of the first tools in the world[20] to utilize the auction system for buying impressions of banners on websites and web portals, where ad exchange transactions happen in milliseconds.
It scans 1.5 million articles an hour, allowing for the creation of contextual audiences of users interested in a given topic.
[65] Also in 2022, RTB House launched a media buying startup Adlook that focuses on advertising for CPG brands.
[19] The created retargeting tool in a new analytical model was based on proprietary deep learning algorithms that predict users’ behavior and interests, and therefore are able to precisely segment customers’ profiles.
[68] In 2017, the company implemented deep learning algorithms in all its mechanisms,[69] which made advertising campaigns more effective than traditional machine-learning methodologies by 41–50 percent.
[70] The personalized retargeting mechanism combines self-learning algorithms based on AI, with the image recognition function.
This translates into the ability to more accurately predict whether a user will click on an ad, resulting in a higher return on investment (ROI) for customers.
[72][73] Separate from the main R&D department, the new division focused on creating an environment for inventing and developing new martech solutions.
[76] In 2019, RTB House launched the Creatives Lab, a team focused on improving the effectiveness of graphic designs[77] that includes human input into generated campaign visuals.
[74][78] Since 2021, RTB House has collaborated with ad-measurement and marketing suite Oracle Moat Measurement to provide transparency and insights into campaign performance.
[79] Since January 2020, RTB House has worked on making its platform compatible with assumptions of the Privacy Sandbox initiative, led by Google, dedicated to establishing conditions of the online advertising market without the use of cookies.
In early 2021, the company was the first demand-side platform to successfully test and use the simulation of the proposal codenamed FLEDGE[80] (First Locally-Executed Decision over Groups Experiment),[81] developed in place of third-party cookies.
[45] The company won the AIconics Award from the international AI Community, for the Best Application of Artificial Intelligence for Sales & Marketing.