The COOL Company
Adtech platform for creative, activation, publisher monetisation, and measurement.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- The COOL Company
- Entity type
- COMPANY
- Founded
- 2012
- Headquarters
- New York, NY
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- cool.co
What The COOL Company does
The Cool Company operates a multi-product B2B platform model across both buy-side and sell-side advertising workflows. On the demand side, it offers SaaS tools for creative automation, DCO, campaign activation, measurement, and multi-location marketing. On the supply side, it provides publisher engagement software and an SSP-based monetisation layer for digital publishers and app developers. The company creates value by helping advertisers produce and activate more relevant campaigns, while helping publishers increase engagement, capture first-party data, and improve yield.
Category differentiation
This is an advertising and marketing technology company, not a consumer brand or a climate, shipping, or refrigeration business despite the generic name. It should be distinguished from larger single-category competitors because it spans both creative and publisher monetisation workflows.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
The Cool Company is a private US-based adtech and martech software provider. Its product set spans creative automation, dynamic creative optimisation, campaign activation, measurement and attribution, publisher engagement tools, and a supply-side monetisation platform. The company sells primarily to brands, agencies, publishers, media owners, and multi-location businesses, and has expanded its capabilities through acquisitions including ADventori, OKO Digital, Balihoo, Squawk-It, and Insticator Australia. It makes money through a hybrid model. Its creative, activation, analytics, and franchise marketing products are sold as SaaS software, while its publisher monetisation stack uses platform economics tied to media spend or publisher revenue, with managed onboarding and optimisation services layered on top. The company’s value proposition is to connect creative production, media execution, audience engagement, and performance measurement into a broader operating stack for advertisers and publishers.
Company news briefing
Briefing updated:
The COOL Company has formalised its leadership structure, appointing Zack Dugow as CEO and Tianyi Cong as CTO, while expanding its omnichannel advertising capabilities through the acquisitions of Balihoo and ADventori. These developments, alongside the company’s ranking on the 2025 Inc. 5000 list, highlight a focus on AI-powered solutions, CTV attribution, and dynamic creative optimisation. This series of strategic moves reflects an ongoing commitment to technical growth and market expansion within the MarTech landscape.
Business model & monetisation
The company uses a hybrid monetisation model. Creative automation, DCO, measurement, reporting, media activation, and franchise/location tools are monetised as SaaS subscriptions or enterprise software contracts. The SSP and publisher monetisation products use revenue share or take-rate economics tied to advertising spend or publisher earnings. Additional revenue comes from managed services such as implementation, onboarding, optimisation, and custom enterprise deployments.
- Creative automation and DCO software
- SaaS subscription
- Publisher monetisation and SSP economics
- Percentage take-rate on media or publisher revenue
- Measurement, reporting, and activation tools
- SaaS subscription
- Implementation and optimisation support
- Service fee / retainer
- Enterprise custom deployments
- Service fee plus software contract
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Technology
Media Channel
Subsidiaries & acquisitions
- ADventori
Creative automation and DCO software for multichannel digital advertising.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Omnichannel AI Breaks Down Agency Silos
Platform · Recorded impact score: 3/5
The article describes how COOL AI, an omnichannel advertising platform from US ad tech umbrella The COOL Company, uses generative AI to create creatives, run media buys across channels, and perform attribution to optimise campaigns. The platform integrates creative automation and programmatic buying across search, social and programmatic (with integrations with Google and Meta) and plans to add CTV. Agency leaders say tools like COOL AI can relieve manual work, enable smaller markets or retention campaigns to be automated, and help restructure agency workflows by unifying formerly siloed teams. The article also highlights industry challenges such as show-level transparency for CTV buys and buy-side hesitancy around mid-tail CTV inventory.
- COOL AI is an AI-powered omnichannel advertising platform run by US ad tech umbrella group The COOL Company.
- The COOL Company is an amalgamation of multiple businesses: Insticator, COOL Media, Balihoo, OKO Digital and ADventori.
Explore company relationships
Questions about The COOL Company
What is The Cool Company?
The Cool Company is a private B2B adtech and martech platform offering creative automation, DCO, media activation, publisher monetisation, and measurement tools.
Who uses The Cool Company?
Its customers include brands, agencies, publishers, app developers, media owners, and franchise or multi-location marketing teams.
How does The Cool Company make money?
It earns revenue from SaaS subscriptions for its software products, revenue-share or take-rate economics on publisher monetisation, and related managed services.
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.
15 publicly documented primary sources and citations linked across the market graph.
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