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Adthena brings his AI-driven search tools to the United States.

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There is no shortage of companies – both legitimate businesses and the seemingly limitless supply of spammers who have found my email address – promising to improve your performance in online research.

But the founder and CEO Ian O 'Rourke said that Adthena was doing something different because it uses artificial intelligence and machine learning to create what's new. he calls a "global view of the market".

Basically, it's a visualization of all the keywords, both paid and organic, used by a company and its competitors. This visualization helps them to see the areas where they are missing, and therefore where they should be spending their search marketing dollars.

O 'Rourke told me by e-mail that without the AI ​​of Adthena, other companies can not respond as quickly to market changes, because They rely on humans not only to interpret and operate the data, but also to make selections. vast sets of possible keywords, making it still impossible to treat on the same scale as an AI-driven tool. "

In addition to helping clients find the right keywords, Adthena can also identify cases of "trademark counterfeiting," where "aggregators and travel providers can often bid on an airline, a hotel or cruise brand ". own sales. … The result is that travel providers often end up paying preferential prices for their own brand terms. "

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<p> Companies using Adthena include Hotels.com, HSBC and Atlassian. And even though it's focused on Europe until now, the London start-up is officially launching in the United States. </p>
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Adthena was founded in 2012, which meant that it was not until five years ago for this launch in the United States. O 'Rourke explained that he had not obtained any early institutional funding, and with "the scale of success in the US market," he knew that it would take a serious investment to have "the appropriate resources and the maturity of the technical solution".

But he said the company was ready now, in part thanks to an undisclosed size investment from Mel Morris, the former president of Candy Crush-maker King Digital, who also joined Adthena's board.

"The acquisition of customer-driven research needs to be smarter – its scale requires the use of artificial intelligence and machine learning," said Morris in his press release.

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Featured Image: Erikona / Getty Images

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