Naveed Ahmad, CEO of Addictive Mobility, at his Toronto office
Looking to compete in the world’s hottest ad tech market, Canadian startup Addictive Mobility has opened a new office in London.
Addictive operates a programmatic demand-side platform (DSP), which facilitates buying mobile ads from online ad exchanges and networks. It also supports publisher direct integrations.
As a programmatic platform used for brand advertising, rather than performance-based direct response campaigns, Addictive has a distinct value proposition that will help it stand out in the highly competitive U.K. ad tech market, said Addictive CEO Naveed Ahmad, in a release.
The company has been expanding at a rapid pace, adding to existing offices in Toronto, Vancouver and Dubai. In July, it announced partnerships with five major programmatic exchanges to improve its access to premium mobile publisher inventory.
“Our focus this year has been to aggressively distinguish ourselves from the growing pack of DSPs trying to separate themselves from the clutter,” said Ahmad, in a release. The company has invested substantially in developing its mobile DSP, and in building a proprietary data management platform, which analyzes data from digital campaigns and offline sources to assist with targeting and optimization.
