Create | Activate | Optimize

Advertising, Connected and Powered by AI

The COOL Company brings together the core tenants that power modern omnichannel advertising—creative generation, media activation, and measurement and performance optimization into one unified ecosystem. 

Instead of stitching together point solutions, our customers operate from a single AI-powered  platform built for speed, clarity, and performance across channels.

Years of strategic acquisitions and continuous innovation has brought proven global technology under one roof, eliminating the fragmentation that holds advertising back. 

For our customers, that means one trusted partner and a clear path from impression to impact.

image

Meet COOL AI

COOL AI is The COOL Company’s flagship AI-powered omnichannel advertising platform built to unify the entire campaign lifecycle in one place.

It connects creative generation, media activation, and performance intelligence into a single system so campaigns can be created, activated, and optimized without switching tools, losing data or control. Where most advertising tools operate in silos, COOL AI learns and optimizes across every stage of the performance lifecycle to drive better outcomes, efficiency and ROAS.

Meet Our Team

Leadership
Sales
Client services
Operations
Product
Engineering
Finance
Zack Dugow

Zack Dugow

Founder & CEO

Tianyi Cong

Tianyi Cong

CTO

Igor Svoroba

Igor Svoroba

Senior Director of Ad Operations

Deryck Wills

Deryck Wills

Head of Global Advertiser Sales

Joe Cohen

Joe Cohen

Director, Publisher Success

Sam Pelton

Sam Pelton

Director of People

Matthieu Puissant

Matthieu Puissant

General Manager

Our History

This wasn’t built overnight and it didn’t start as one company. The COOL Company is the result of years of strategic acquisitions and continuous innovation to bring the best technology in the industry under one roof.

2012
Insticator Founded
by CEO Zack Dugow after watching Mad Men with friends.
Originally launched as a prediction platform for TV and sports outcomes, Insticator laid the foundation for what would become a global leader in publisher engagement and first-party data solutions.
2017
$5.2M Series A Funding
to accelerate its growth.
Same year, it’s named to the Inc. 5000 list of Fastest Growing Companies — a milestone that marks the start of sustained momentum.
2020
Squawk-It joins Insticator
A tech startup specializing in audience engagement.
This acquisition expands Insticator’s product suite into AI-supported commenting solutions, enriching publisher-audience interaction.
2021
Acquired OKO Digital
A UK-based SSP & web monetization specialist since 1996.
OKO brings deep ad ops expertise and is known for being the first UK company certified by Google as an AdSense Partner.
2023
Acquired Balihoo
Leader in franchise and multi-location marketing since 2008.
Balihoo’s automation platform and team of experts help scale campaigns across national and local levels.
2023
Launched Insticator Australia
Extending its global footprint and media attribution capabilities.
This launch follows the acquisition of a cutting-edge CTV attribution tool designed by growth marketers for BVOD/OTT and programmatic campaigns
2024
Launched BalihooTV
A new CTV advertising solution tailored for franchise networks.
This tool allows local operations to activate targeted CTV campaigns with enterprise-level precision.
2024
Launched COOL Comments
A full overhaul of its commenting platform.
Built from the ground up, it combines hybrid AI + human moderation, giving publishers a powerful tool to engage communities at scale.
2024
Rebrand Insticator Australia Division to COOL Media
Hinting at the broader transformation of the group into the COOL company.
The rebrand reflects a new chapter focused on unifying media, data, and creative capabilities.
2024
Acquired ADventori
A French leader in Dynamic Creative Optimization (DCO) since 2009.
Known for powering personalized ads for brands like Air France and DisneyLand Paris, ADventori brings cutting-edge creative tech to the COOL ecosystem — boosting innovation, global reach, and advancing the company’s vision of a fully integrated adtech powerhouse.
2024
Named to 2024 Deloitte Technology Fast 500
Ranking 314th among the fastest-growing companies in North America.
This marks our third appearance on the list — a testament to our continued momentum and our mission to transform the fragmented adtech landscape.
2025
COOL Media becomes new flagship brand of the COOL company
Bringing together the group’s five core specialties into a single, unified offering. Media & Attribution. DCO & Creative Automation. Franchise & Multi-Location. Publisher Experiences. Supply-Side Platform.
2026
One ecosystem. One vision.
The COOL Company brings everything together into a single, connected system so teams can create, activate, and optimize campaigns all in one place.
Image Image

Industry
Accreditations

Get In Touch