Singapore – Martech company Xtend has announced the launch of an AI-first retargeting engine. Alongside this, the firm has opened its global headquarters in Singapore.
Built on a large-scale AI model, Xtend provides an algorithm that predicts based on typical user profiles instead of usual marketing funnels. It allows anticipation of a user’s next preferred engagement with a brand – whether via discovery, product comparisons, or a flash deal.
Furthermore, the martech will also incorporate a large section of owned and operated contextual e-commerce inventory, that will be tagged as ‘SHOPit’, to create a more native environment for users to interact with e-commerce offers outside of their core platforms.
Through SHOPit, a platform agnostic plug and play solution, Xtend is able to accurately pinpoint lapses in the user journey and effectively help businesses retarget using unique and customised user scenarios, and AI Generated Content (AIGC) native creations.
At an event last 20 April, Xtend engaged its top existing e-commerce partners such as Tokopedia and Lazada for an exclusive preview of the new product. The company’s team of industry stalwarts will be supporting these companies to reach, convert, and re-engage their users.
The launch event featured an open discussion between key leaders of the industry on the future of marketing and the ability to identify and serve users with meaningful communications, in the absence of cookies and app user IDs, all expected to be deprecated by 2024.
“Industries like ecommerce, fintech, and food delivery apps acquired huge volumes of users during the pandemic. These users, many of whom were forced to come online faster than they may have, are behaving in unique ways, posing challenges to typical user models in the adtech industry, “ said Karam Malhotra, Xtend’s CEO.
“Xtend is a pioneering innovation made by a global team with rich retargeting experience to meet the needs of our partners. It incorporates best practices of marketing technology solutions across both owned & operated and programmatic inventory. We are excited to debut amid a new AI generation, given every part of our engine and workflow is heavily integrated with AI, bringing efficiencies onto the table,” Malhotra further said.
Xtend, which was soft-launched earlier this year, is made up of industry veterans and young-blooded executives coming from companies such as RTB House, Criteo, Tencent, and others.
Across Q2 and Q3 2023, the company will be globally rolled out across Asia, EMEA, CIS, LatAm, and the U.S.
