RTB House
RTB House is a Polish advertising-technology company operating a deep-learning-powered demand-side platform for programmatic advertising, retargeting, and customer acquisition.
Last updated November 4, 2026
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Overview
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.
History
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]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 House announced an advertising network using Google's Protected Audience API and launched SEM House.
- 2022
WhitePress and Senuto combination; Adlook launch
[1]WhitePress was combined with Senuto, while RTB House launched the Adlook media-buying business.
- 2021
ContextAI and corporate expansion
[1]The company introduced ContextAI, acquired WhitePress, invested in NapoleonCat, and reported work on Privacy Sandbox technologies.
- 2019
Cinven takes a stake
[1]Cinven acquired shares from the founders to support internationalization and further technology investment.
- 2018
AI Marketing Lab established
[1]RTB House created a dedicated research division for advertising technology and appeared in major European growth rankings.
- 2017
Deep learning becomes core technology
[1]Deep-learning algorithms were implemented across the company's retargeting mechanisms.
- 2016
Expansion beyond Europe
[1]RTB House opened branches in Asia, Africa, and Latin America and reached approximately 160 employees.
- 2014
Early international growth
[1]The company reported turnover of approximately €5 million as its European expansion accelerated.
- 2013
RTB House formally founded
[1]The founders formally established RTB House in May with PLN 1.5 million in contributed initial capital.
Products and positioning
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.
Brand decisions
2022
Diversify into specialized media buyingStrategyBackground
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.
2021
Expand into content marketing and social-media softwareM&ABackground
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.
2020
Prepare for advertising without third-party cookiesStrategyBackground
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.
2019
Bring in Cinven investmentM&ABackground
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.
2017
Adopt deep learning across the product portfolioStrategyBackground
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.
Recent events
Reported
RTB House appoints Shien Zhu as APAC brand sales vice president[2]
RTB House announced that Shien Zhu would join its Tokyo office as vice president of brand sales for Asia-Pacific and lead its brand sales activities in the region.
Reported
RTB House achieves TAG Certified Against Fraud seal[3]
RTB House announced that it had achieved the TAG Certified Against Fraud seal for adopting industry best practices to reduce the negative impact of fraudulent traffic across the digital advertising supply chain.
Reported
RTB House named a top Best Paying Company in NYC[4]
RTB House announced that Built In honored it as one of the top 50 Best Paying Companies in NYC.
Reported
RTB House wins three 2020 International Business Awards[5]
RTB House announced that it won three Stevie Awards from the 2020 International Business Awards: a Gold Award for its marketing/public relations solution, a Silver Award for Most Innovative Company of the Year, and a Bronze Award for its artificial intelligence/machine learning solution.
Reported
RTB House appoints Jim Price as Head of Travel[6]
RTB House announced Jim Price's appointment as Head of Travel for the U.S. and North America region.
Reported
RTB House launches Snippet Ads[7]
RTB House announced the general availability of Snippet Ads, a new dynamic ad-banner creative solution developed by its AI Marketing Lab and Creatives Lab.
Sources7 sources
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