New Making Science Unit Promises 'AI Reimagined'

In Madrid, ad tech and data company Making Science has launched a new technology division called RAISING, which combines its business expertise with data science to develop predictive and generative AI-based solutions to help optimize marketing return.

Making Science employs more than 1,200 people at locations across eleven European countries as well as Mexico, Colombia, Georgia and the USA. The company has four business lines: a digital ad agency integrating strategic planning, creative, data and technology; a cloud, software and cybersecurity business; an AI and SaaS division employing more than 400 engineers and data scientists for the development of marketing-focused platforms and digital solutions; and an investment arm working with Ventis and TMQ. In November it announced that former Ebiquity CEO Nick Waters will join the company in February as CEO for the UK, Northern and Central Europe.

RAISING will integrate tools including ad-machina, Making Science's genAI-based flagship technology for the creation and multi-platform activation of personalized ads in real-time; Gauss AI, which is designed to predict user behavior and optimize attribution, measurement and media planning strategies; and Trust Generative AI, which allows for content generation at scale, automating internal and external processes and ensuring compliance.

Making Science founder and CEO José Antonio Martínez Aguilar says the new division reaffirms the company's commitment to innovation and 'its ability to deliver disruptive technology solutions that transform how brands engage with their audiences'.

In conjunction with the launch the firm also announced a fully paid capital increase of EUR 10m in its subsidiary Making Science Marketing & AdTech, as part of its investment agreement with the SOPEF II fund (Spain Oman Private Equity Fund) - to be used for expansion.

Web site: www.makingscience.es .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.