The COOL Company just got a lot cooler.
In a bold move that shakes up the advertising technology landscape, The COOL Company has officially unified five previously independent adtech firms—ADventori, Balihoo, COOL Media, Insticator, and OKO Digital—into a single, integrated brand: COOL Media. This consolidation marks a strategic shift from siloed solutions to a cohesive, AI-powered ad platform built for modern media demands.
“We’ve spent the last year integrating our teams and technology,” said Zack Dugow, CEO of The COOL Company. “Now it’s the right time to move on from our siloed brands and operate under the unified umbrella of COOL Media.”
This isn’t just a rebrand—it’s a recalibration of how advertising solutions are delivered across the creative, media, and publisher ecosystem.
One Platform. Five Pillars. Endless Potential.
Each of the formerly standalone companies brings distinct expertise to the table, now combined under COOL Media’s full-stack offering:
- Dynamic Creative & Automation (formerly ADventori) – AI-powered DCO that enables real-time personalization across channels and devices.
- Franchise & Multi-Location Marketing (formerly Balihoo) – Tools for national brands to scale local campaigns with precision and compliance.
- Media & Attribution – Cookieless tracking, omnichannel measurement, and ROI-focused media execution.
- Publisher Experiences (formerly Insticator) – Engagement tools for publishers to monetize content through interactive ad formats.
- Supply-Side Platform (SSP) (formerly OKO Digital) – Yield optimization and premium demand access for publishers, built around transparency.
It’s an end-to-end approach that few competitors—if any—offer with this level of interoperability and focus on real-time performance.
Why This Merger Matters
In a fragmented adtech ecosystem riddled with point solutions and patchwork integrations, COOL Media’s unification is a power move. Advertisers and publishers alike have long struggled to stitch together disconnected tools for creative automation, audience targeting, attribution, and monetization. COOL Media offers a single, data-driven hub that streamlines every touchpoint of the advertising journey—from campaign ideation to post-campaign insights.
More importantly, the company’s emphasis on privacy-conscious personalization and first-party data usage directly addresses the growing regulatory and consumer demands shaping the post-cookie era.
A Smarter Future for AdTech?
The move puts The COOL Company in direct competition with legacy giants and niche platforms alike—think Adobe’s Advertising Cloud, Google Marketing Platform, and The Trade Desk. But where those players focus on scale or walled ecosystems, COOL Media’s value lies in cross-functional collaboration and modularity: users get the whole stack or just what they need, no bloat required.
For an industry where speed, relevance, and measurable impact are now table stakes, COOL Media’s “better, faster, more connected” approach might just hit the sweet spot.
