Xtend, a provider of futuristic marketing technology, announced today the launch of its world-class AI retargeting engine and the opening of its global headquarters in Singapore.
The company hosted a global preview event on April 20, showcasing renowned e-commerce partners such as Tokopedia and Lazada. Xtend’s dynamic team of industry experts will support these companies in reaching, converting, and re-engaging their users.
Built on a large-scale AI model, Xtend provides algorithms that predict based on typical user profiles, rather than conventional marketing channels. This enables them to anticipate positive user interactions with a brand, whether through discovery, product comparison, or flash sales.
Xtend will also integrate the majority of owned and operated contextual e-commerce inventory, labeled as “SHOPit,” to create a more authentic environment for users to interact with e-commerce offerings outside their core platforms. Through SHOPit, a plug-and-play, agnostic solution platform, Xtend can accurately identify user journey deviations and effectively assist businesses in retargeting using unique and customized user scenarios, as well as original AI-generated content (AIGC).
The Xtend launch event featured an open discussion among industry leaders about the future of marketing and the ability to identify and serve users through meaningful communication processes, without the use of cookies and application user IDs, all of which are expected to be phased out by 2024.
Led by industry veterans and young executives from companies such as RTB House, Criteo, Tencent, and others, the star-studded Xtend team has over 10 years of experience in AI and advertising technology. Xtend was officially launched earlier this year and will gradually roll out globally in Asia, EMEA, CIS, Latin America, and the US in the second and third quarters of 2023.
“Industries like e-commerce, fintech, and food delivery apps have gained a large number of users during the pandemic. These users, many of whom were forced to go online faster than expected, behave in unique ways, posing challenges to the typical user models in the adtech industry.
Xtend is a pioneering innovation created by a global team with rich retargeting experience to meet the needs of our partners. It combines best practices from marketing technology solutions across owned and operated inventory and programmatic solutions,” said Karam Malhotra, Chief Executive Officer of Xtend. “We are very excited to make our debut in the midst of the new AI era, considering that every part of our engine and workflow is highly integrated with AI, providing efficiency.”
“The adtech industry is undergoing a major transformation. By 2024, cookies and ad IDs from major technology companies will become irrelevant. Meanwhile, shopping behavior is evolving rapidly. In Indonesia, nearly $4 billion is spent annually, but less than 10% occurs within platforms, indicating opportunities,” said Rajeev Bala, Digital Marketing Head of Gojek-Tokopedia (GoTo). “85% of platform searches are category-based, not brand-based, and transactional data like that is very valuable because it allows us to effectively target mid-funnel channels. Collaborating with Xtend opens up opportunities for us to better leverage quality data through advanced AI technology, re-engage a significant portion of our users, and increase our overall revenue.”
