RTB House

RTB House is a Polish advertising-technology company headquartered in Warsaw. It develops and operates a demand-side platform (DSP) that allows advertisers to purchase digital advertising inventory programmatically and deliver personalized campaigns across websites and other digital environments. The company is particularly associated with retargeting: using behavioral and contextual signals to identify where users are in a purchasing journey and then selecting advertisements intended to encourage further engagement or conversion. The business originated in 2012 around AdPilot, an online marketing agency established by Paweł Chodaczek. Robert Dyczkowski, Bartłomiej Romański, and Daniel Surmacz joined the venture, with Dyczkowski and Romański developing software for buying advertising impressions through real-time bidding. In this model, available ad space is auctioned in milliseconds as a web page loads, with the winning advertisement displayed immediately. The initial platform combined a DSP with bidding, optimization, recommendation, and dynamic creative capabilities. RTB House was formally established in May 2013, with the founders contributing PLN 1.5 million in initial capital. International expansion began almost immediately. During its first year, the company opened sales activity in 33 European markets, including the United Kingdom and Ireland. It later established operations in Asia, Africa, Latin America, Australia, and the United States. By the end of 2016, RTB House had opened branches outside Europe and employed approximately 160 people. In 2020, the company reported that 90 percent of its revenue came from outside Poland and that it was managing approximately 2,000 campaigns in more than 70 markets. Reference material describes the company as operating in more than 90 markets, with over 1,500 employees and more than 30 offices. A central turning point was the company's decision to make deep learning a core part of its advertising technology. In 2017, RTB House stated that its retargeting products had become fully based on deep-learning algorithms. Its models analyze signals such as ad interactions, product views, product categories, transaction behavior, and search patterns. The resulting predictions are used to estimate the likelihood of engagement, segment users, recommend products, and adapt creative content. The company positions this technology as a way to improve return on advertising spend while reducing reliance on manual audience construction. RTB House expanded its research capacity through the AI Marketing Lab, established in 2018, and its Creatives Lab, launched in 2019 to combine automated campaign production with human design input. It has also worked on advertising measurement and on alternatives to third-party cookies. In cooperation with Oracle Moat Measurement, the company integrated campaign-analysis capabilities into its platform. Separately, it participated in Google's Privacy Sandbox work, testing the proposal originally known as FLEDGE and later renamed the Protected Audience API. RTB House has presented these experiments as attempts to support relevant advertising while limiting cross-site tracking of identifiable individuals. The company has broadened its corporate scope beyond its original retargeting platform. In 2019, Cinven acquired a stake from the founders to support international expansion and continued technology investment. In 2021, RTB House acquired the content-marketing platform WhitePress and invested in the social-media management software company NapoleonCat. WhitePress was subsequently combined with the SEO and analytics company Senuto in 2022. RTB House also launched Adlook, a media-buying business focused on consumer-packaged-goods advertisers, and later established the search-engine-marketing agency SEM House. RTB House remains a privately held, internationally oriented AdTech group. Its public profile has been reinforced by repeated appearances in the Financial Times and Statista FT1000 ranking of Europe's fastest-growing companies, as well as technology and innovation awards. The company's principal areas of activity are programmatic media buying, retargeting, contextual and content targeting, marketing analytics, creative optimization, and advertising technology designed for an environment increasingly constrained by cookies and privacy regulation.

RTB House developed from AdPilot, an online marketing agency founded by Paweł Chodaczek in 2012. Robert Dyczkowski, Bartłomiej Romański, and Daniel Surmacz joined the venture, bringing expertise in capital markets, digital marketing engineering, and social-network operations. Dyczkowski and Romański developed software for real-time bidding, an advertising model in which each available impression is auctioned electronically while a page is loading. The system combined a demand-side platform with bidding logic, optimization tools, recommendations, and dynamic banner generation. The RTB House technology agency was formally established in May 2013. Its founders contributed PLN 1.5 million in initial capital. The company began international sales during its first year, entering 33 European markets, including the United Kingdom and Ireland. It later expanded into Asia, Africa, Latin America, Australia, and the United States. By the end of 2016, it had opened offices in several regions outside Europe and employed around 160 people. The company's principal specialization became personalized retargeting. Its systems use information about browsing and shopping behavior to identify users who have shown interest in a merchant or product but have not completed a purchase. Advertisements are then selected and displayed across participating advertising networks. RTB House's technology also evaluates product views, category interest, transaction behavior, search patterns, and engagement probabilities rather than relying only on simple click-through data. In 2017, RTB House moved all of its retargeting mechanisms toward deep-learning algorithms. The company described the use of recurrent neural-network techniques, including long short-term memory models, to infer user interests and behavior without requiring a person to click on an advertisement. Its platform was designed to estimate a user's position in the purchase funnel, from awareness through consideration to conversion, and to adapt recommendations and creative treatments accordingly. RTB House expanded research through the AI Marketing Lab in 2018 and created the Creatives Lab in 2019. The former focused on new advertising and publisher technologies, while the latter combined automated creative production with human design expertise. The company also expanded its measurement capabilities through cooperation with Oracle Moat Measurement. Privacy changes in digital advertising became an important area of development. Beginning in 2020, RTB House worked on compatibility with Google's Privacy Sandbox initiative. In 2021 it reported successful testing of the FLEDGE concept, which used on-device auctions to select remarketing advertisements for custom audiences without conventional cross-site tracking of individuals. After FLEDGE was renamed the Protected Audience API, RTB House continued experimentation and announced an advertising network based on the API in 2023. It also introduced ContextAI, a contextual-targeting feature capable of analyzing large volumes of articles to identify topical audiences, and later developed a generative-AI content-targeting tool. The company became more diversified in the late 2010s and 2020s. In 2019, Cinven acquired a package of shares from the founders to help finance international expansion and technology investment. In 2021, RTB House acquired WhitePress, a Polish content-marketing platform, and invested in NapoleonCat, a social-media management SaaS company. In 2022, WhitePress was combined with Senuto, a Polish SEO and web-analytics business. RTB House also launched Adlook, a media-buying company serving consumer-packaged-goods advertisers, followed by SEM House, a search-engine-marketing agency, in 2023. The company reported strong international exposure: in 2020, approximately 90 percent of its revenue came from outside Poland and it managed around 2,000 campaigns in more than 70 markets. It has subsequently been described as operating in over 90 markets, with more than 1,500 employees and over 30 offices. Between 2018 and 2024, RTB House appeared in multiple editions of the Financial Times and Statista FT1000 ranking. It also received recognition from Deloitte Technology Fast 50 Central Europe, the International Business Awards, the Business Intelligence Group, and the AIconics Awards. RTB House remains privately held and centered on programmatic advertising, AI-assisted optimization, contextual targeting, and privacy-aware digital marketing infrastructure.

• 2024

  Continued FT1000 recognition

  [1]RTB Houseen.wikipedia.org

  The company continued its run of appearances in the Financial Times and Statista ranking of Europe's fastest-growing companies.

• 2023

  Protected Audience API network announced

  [1]RTB Houseen.wikipedia.org

  RTB House announced an advertising network using Google's Protected Audience API and launched SEM House.

• 2022

  WhitePress and Senuto combination; Adlook launch

  [1]RTB Houseen.wikipedia.org

  WhitePress was combined with Senuto, while RTB House launched the Adlook media-buying business.

• 2021

  ContextAI and corporate expansion

  [1]RTB Houseen.wikipedia.org

  The company introduced ContextAI, acquired WhitePress, invested in NapoleonCat, and reported work on Privacy Sandbox technologies.

• 2019

  Cinven takes a stake

  [1]RTB Houseen.wikipedia.org

  Cinven acquired shares from the founders to support internationalization and further technology investment.

• 2018

  AI Marketing Lab established

  [1]RTB Houseen.wikipedia.org

  RTB House created a dedicated research division for advertising technology and appeared in major European growth rankings.

• 2017

  Deep learning becomes core technology

  [1]RTB Houseen.wikipedia.org

  Deep-learning algorithms were implemented across the company's retargeting mechanisms.

• 2016

  Expansion beyond Europe

  [1]RTB Houseen.wikipedia.org

  RTB House opened branches in Asia, Africa, and Latin America and reached approximately 160 employees.

• 2014

  Early international growth

  [1]RTB Houseen.wikipedia.org

  The company reported turnover of approximately €5 million as its European expansion accelerated.

• 2013

  RTB House formally founded

  [1]RTB Houseen.wikipedia.org

  The founders formally established RTB House in May with PLN 1.5 million in contributed initial capital.

• 2012

  AdPilot venture established

  [1]RTB Houseen.wikipedia.org

  Paweł Chodaczek established AdPilot, the online marketing venture from which RTB House developed.

A privacy-conscious, technology-led programmatic advertising provider specializing in deep-learning-powered retargeting, conversion optimization, and audience engagement across the purchase funnel.

• Demand-side platform and programmatic advertising · 2013

  RTB House Advertising Platform

  RTB House's principal platform purchases digital advertising inventory through real-time auctions and optimizes campaigns using proprietary machine-learning and deep-learning models. It supports personalized retargeting, product recommendations, dynamic creative formats, audience segmentation, and conversion optimization. The platform is designed to identify user intent and purchasing-funnel position while distributing campaigns across international advertising networks.

• Contextual targeting · 2021

  ContextAI

  ContextAI is a contextual advertising capability introduced as the digital advertising market moved away from dependence on third-party cookies. It analyzes editorial and web content to identify topics and infer audience interests, allowing campaigns to be aligned with the context of a page rather than relying exclusively on individual-level browsing histories.

• Privacy-preserving advertising · 2023

  Protected Audience API advertising solution

  This offering builds on RTB House's experiments with Google's FLEDGE proposal, later renamed the Protected Audience API. The approach uses browser-based or on-device auctions to select advertisements for relevant audiences while reducing the need for conventional cross-site identifiers. RTB House announced an advertising network using the API in 2023.

• Media buying · 2022

  Adlook

  Adlook is a media-buying business launched by RTB House with a focus on consumer-packaged-goods advertisers. It extends the group's expertise in programmatic campaign execution into a more specialized media-buying proposition for brands and agencies.

• Content marketing

  WhitePress

  WhitePress is a Polish content-marketing platform acquired by RTB House in 2021. It connects content campaigns with publishing opportunities and became part of the group's broader marketing-technology portfolio. In 2022, WhitePress was combined with Senuto, an SEO, data, and web-analytics company.

• Search-engine marketing · 2023

  SEM House

  SEM House is a search-engine-marketing agency established as an RTB House subsidiary. Its creation broadened the group's services from programmatic display advertising and retargeting into paid search and related performance-marketing activities.

• 2022

  Diversify into specialized media buyingStrategy

  Background

  The group pursued adjacent opportunities in performance marketing and brand advertising.

  Action taken

  RTB House launched Adlook, a media-buying startup focused on consumer-packaged-goods brands.

  Aftermath

  The launch created a distinct business serving a category broader than the group's original retargeting focus.

  Source

• 2021

  Expand into content marketing and social-media softwareM&A

  Background

  RTB House aimed to broaden its marketing-technology portfolio beyond programmatic advertising.

  Action taken

  The company acquired WhitePress and invested in NapoleonCat.

  Aftermath

  WhitePress was later combined with Senuto, extending the group's presence in content marketing, SEO, and analytics.

  Source

• 2020

  Prepare for advertising without third-party cookiesStrategy

  Background

  Browser and platform changes were creating pressure for advertising technologies that could preserve relevance without conventional cross-site cookies.

  Action taken

  RTB House began working on compatibility with Google's Privacy Sandbox and later tested the FLEDGE concept for on-device ad auctions.

  Aftermath

  The work led to further experiments with anonymous targeting and the later launch of a Protected Audience API-based advertising network.

  Source

• 2019

  Bring in Cinven investmentM&A

  Background

  RTB House sought additional support for international expansion and continued investment in its advertising technology.

  Action taken

  Cinven purchased a package of shares from the founders.

  Aftermath

  The company continued operating as a privately held international advertising-technology business.

  Source

• 2017

  Adopt deep learning across the product portfolioStrategy

  Background

  RTB House sought to improve behavioral prediction, product recommendations, creative selection, and conversion performance in programmatic retargeting.

  Action taken

  The company implemented deep-learning algorithms throughout its retargeting mechanisms and emphasized models that could infer user interests without relying solely on ad clicks.

  Aftermath

  Deep learning became a defining part of RTB House's technology positioning and supported subsequent development in contextual targeting and privacy-aware advertising.

  Source

• 2023

  RTB House launches a Protected Audience API advertising network[1]RTB Houseen.wikipedia.org

  Product launch · Regulation

  RTB House announced an advertising network using Google's Protected Audience API, the successor to the FLEDGE proposal for privacy-preserving, on-device ad auctions.

• 2023

  RTB House launches SEM House[1]RTB Houseen.wikipedia.org

  Product launch

  The group established SEM House as a search-engine-marketing agency subsidiary.

• 2022

  WhitePress and Senuto are combined[1]RTB Houseen.wikipedia.org

  M&A

  RTB House brought the content-marketing platform WhitePress together with SEO, data, and web-analytics company Senuto.

• 2022

  RTB House launches Adlook[1]RTB Houseen.wikipedia.org

  Product launch

  The company launched Adlook, a media-buying startup focused on advertising for consumer-packaged-goods brands.

• 2021

  RTB House acquires WhitePress and invests in NapoleonCat[1]RTB Houseen.wikipedia.org

  M&A

  The company expanded into adjacent marketing software and content services through the acquisition of WhitePress and an investment in NapoleonCat.

• 2021

  RTB House launches ContextAI[1]RTB Houseen.wikipedia.org

  Product launch · Regulation

  ContextAI was introduced as a contextual-targeting capability that analyzes editorial content to identify audiences interested in particular subjects without depending solely on user-level tracking.

• 2019

  Cinven acquires a stake in RTB House[1]RTB Houseen.wikipedia.org

  M&A

  Cinven purchased shares from RTB House's founders to support further internationalization and investment in the company's advertising technology.

• 2018

  RTB House establishes AI Marketing Lab[1]RTB Houseen.wikipedia.org

  Other · Product launch

  The company created a dedicated research division focused on developing advertising technology for advertisers and publishers.

• 2017

  RTB House adopts deep learning across retargeting products[1]RTB Houseen.wikipedia.org

  Product generation

  The company stated that deep-learning algorithms had become the basis of all its retargeting mechanisms, supporting behavioral prediction, audience segmentation, and campaign optimization.

1. 1RTB Houseen.wikipedia.org
2. 2RTB House Achieves TAG Certified Against Fraud Sealprweb.com
3. 3RTB House Announces the Appointment of Jim Price as Head of Travel for US/North America Regionprweb.com
4. 4RTB House Launches New Dynamic Ad Banner Creatives Called Snippet Ads™prweb.com
5. 5RTB House Wins 2021 Best Places To Work Awardprweb.com
6. 6RTB House Wins Three Stevie® Awards in 2020 International Business Awards® Including Most Innovative Company of the Yearprweb.com