Tel Aviv-based startup Comprendi beat out 500 applicants from 20 countries, to wins $250, 000, the grand prize award at the Twitter #Promote Ads API Challenge in San Francisco, for its groundbreaking Adaptive Creative technology.
Impelo, another Israeli startup in the content optimization field, was among the 12 finalists.
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Comprendi’s technology enables advertisers to change ads in real time based on a variety of algorithms and language-comprehension tricks, such as sports results, weather changes and trending topics, has caught the eye of Twitter.
Founded in 2013 by CEO Itai Ben-Zaken, Dr. Kfir Bar and Amit Seker, Comprendi uses patent-pending natural language processing (NLP), machine learning and deep learning algorithms to enable advertisers to reach contextually relevant audiences with the right messaging at the right time.
This is how it works: A coffee brand, for instance, can automatically show an iced latte ad in Los Angeles where it’s hot and sunny, and at the same time show an ad for hot latte in colder locations. A beer brand could use Adaptive Creative to automatically trigger ads at the very moment a football game ends. For fans of the winning team, the brand could target ads showing cheering fans toasting their victory with beer bottles in their hands, while at the same time targeting the losing team’s fans with an ad that says “Can’t win every day… grab a beer and cheer up.” The opportunities for using Adaptive Creative to create a real-time, hyper-relevant connection between brands and consumers are virtually endless.
“If a coffee brand wants to advertise the most relevant drinks in any given geography, they would have to do a lot of manual work to achieve it. Our system allows brands to preload cold weather ads and have these ads automatically show whenever the temperatures drop below a certain threshold in any city in the US, ” said Itai Ben-Zaken, Comprendi CEO and co-founder.
Announcing #Promote EMEA Regional Finalist and the winner of $250, 000 and 2016 #Promote Grand Prize title, @Comprenditech! pic.twitter.com/4CNKIy9FEv
— Twitter Ads API (@AdsAPI) September 22, 2016
