Adlook
AI-powered DSP for open web, in-app and CTV buying.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- ADLOOK LIMITED
- Entity type
- COMPANY
- Founded
- 2022
- Headquarters
- United Kingdom
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- adlook.com
What Adlook does
Adlook operates a hybrid AdTech and service model. Its primary value creation comes from proprietary DSP infrastructure that lets advertisers and agencies execute omnichannel programmatic media buying with algorithmic optimisation and privacy-safe targeting. Around that core, the company adds managed campaign support and in-house creative production, which increases campaign performance and wallet share while tightening client retention.
Category differentiation
Adlook is an independent demand-side platform and programmatic media buying company, not a publisher, ad network or consumer media brand. It is distinct from walled garden ad managers because it focuses on open-web, in-app and CTV buying.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
ADLOOK LIMITED, trading as Adlook, is a private AdTech company that provides a proprietary demand-side platform for programmatic advertising. Its core product, Adlook Smart Platform, enables brands, agencies and enterprise advertising teams to plan, buy and optimise campaigns across the open web, in-app environments and connected TV. The company positions its platform around deep learning-driven optimisation, cookieless activation and media quality metrics such as attention and engagement rather than raw impression scale. The company makes money from platform-enabled media buying and related managed services. In addition to DSP software and campaign execution, it operates an in-house Creative Lab that produces interactive, video and other high-impact ad formats for programmatic campaigns. Adlook sells directly to advertisers and media agencies, with documented activity in Europe, DACH and the United States.
Business model & monetisation
Adlook monetises primarily through programmatic media buying fees attached to spend flowing through its DSP, typically as a percentage take-rate or managed trading margin. It generates additional revenue from campaign execution services and from Creative Lab production work billed as service fees or embedded within broader campaign budgets. The commercial model combines software-enabled media buying with higher-touch service revenue.
- Programmatic media buying through DSP
- Percentage take-rate on media spend
- Managed campaign execution
- Service fee or trading margin
- Creative Lab production services
- Project-based service fees
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Media Channel
Service
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
CTV Has a Disclosure Problem, Not Measurement
Connected TV (CTV) & OTT · Recorded impact score: 3/5
Mateusz Jędrocha, Chief Product Officer at Adlook, argues that Connected TV’s accountability gap is primarily a disclosure problem driven by commercial choices from publishers rather than a technical limitation. While upstream signals such as genre, programme title, episode metadata and viewing context exist, many publishers withhold or generalise those signals to protect portfolio yields and prevent cherry-picking of premium inventory. The piece cites Gracenote research showing limited availability of sports metadata, and references studies from IAS and PA Consulting/Newsworks showing stronger brand outcomes in contextually relevant premium environments. Jędrocha recommends buyers demand programme-level reporting, default viewing-context logs (device, app, time, co-viewing) and integrated attention measurement to enable advertisers to defend and optimise CTV spend.
- Author Mateusz Jędrocha is Chief Product Officer at Adlook and wrote the article published on 2026-08-05.
- US CTV ad revenue reached around $26.6 billion in 2025, according to the article.
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Questions about Adlook
What is Adlook?
Adlook is a private AdTech company that operates a proprietary DSP for programmatic advertising across the open web, in-app and connected TV.
Who uses Adlook?
Brand marketers, media agencies and enterprise advertising teams use Adlook to plan, buy and optimise omnichannel programmatic campaigns.
How does Adlook make money?
Adlook earns revenue mainly from media buying fees on spend flowing through its DSP, plus managed campaign services and Creative Lab production fees.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
28 publicly documented primary sources and citations linked across the market graph.
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