Marketecture: Get Smart. Fast. EXTE: Contextual Targeting, Optimization, and Expanding into the U.S. Market
Jun 2, 2025
Ari Paparo talks with Matthew Doherty, CEO of EXTE North America, about the company's bold rebranding and strategic leap into the U.S. market. They dive into the world of contextual targeting, showcasing how advanced tech and AI enhance media optimization across various platforms. The conversation highlights the challenges of blending new innovations within existing ad tech workflows while emphasizing the power of creativity in driving performance. Matthew even likens their agile approach to that of a honey badger, embodying tenacity in a competitive landscape.
AI Snips
Chapters
Transcript
Episode notes
EXTE's Merger and Rebrand Story
- EXTE is a rebranded company formed by merging three distinct ad tech businesses with unique focuses in Europe and Latin America.
- This integration created a comprehensive platform combining demand-side tools, publisher enablement, and patented contextual technology.
Agentic AI Powers Optimization
- EXTE's platform is best described as an outcome-based media optimization tool powered by agentic AI.
- Their technology optimizes media performance across the funnel for both marketers and publishers, often leveraging partial or full components of their offer.
Integrate Within Existing Ecosystems
- To fit into existing workflows, EXTE integrates its curation and contextual tech via major SSPs rather than requiring clients to change DSPs.
- This approach avoids lengthy vetting and adoption processes for large demand-side clients.