"The company plans to launch its ContextGPT platform - an AI system that builds real-time contextual segments using natural-language prompts - under its own brand for the first time outside the US. Until now, Cognitiv has operated quietly through partners such as Adform. The shift signals growing confidence that contextual intelligence, not identity-based targeting, will define the next wave of programmatic advertising."
"Cognitiv's story began long before machine learning became marketing's favorite buzzword. Fain co-founded the company in 2015 with two childhood friends - Marc Hudacsko, now CTO, and Aaron Andalman, a neuroscientist from MIT who pivoted from studying the brain to teaching machines how to think. "Back then, nobody in adtech was using deep learning," Fain recalls. "DSPs were still bidding with fixed prices - 10 cents, a dollar, five dollars - without real intelligence. We thought we could predict consumer behavior impression by impression.""
Cognitiv will open a European office in January 2026 to launch ContextGPT, an AI platform that creates real-time contextual segments from natural-language prompts. The platform will be offered under Cognitiv's brand after years of operating through partners such as Adform. The company originally built a deep-learning DSP because existing demand-side platforms could not support per-impression decision-making. Cognitiv was founded in 2015 by Jeremy Fain, Marc Hudacsko and Aaron Andalman, who applied neuroscience and deep learning to predict consumer behavior impression by impression. The move prioritizes contextual, privacy-first programmatic advertising over identity-based targeting.
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