The COOL Company

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 appears to have 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.