MarTech360 Interview with
Raz Peter, CTO & Co-Founder at Clinch
Exploring how AI-driven personalization is transforming the digital advertising landscape
February 24th, 2025
With over 25 years of experience in management, business development, and system engineering, how have your previous roles, from co-founding Turbojet Aviation to working at Elbit Systems, influenced your leadership approach as CTO and Co-founder of Clinch?
All throughout my career, I’ve had to build solutions from scratch in undefined environments. These experiences taught me to navigate ambiguity, plan effectively, and innovate in “blank slate” situations—skills that I apply to my role at Clinch on a daily basis.
Many years of working in uncertain and rapidly changing environments also strengthened my adaptability, allowing me to pivot quickly in response to new challenges, which is essential in the fast-paced technology landscape. Additionally, I’ve always prioritized honesty and transparency with clients and partners. While this may sometimes differ from traditional sales approaches, it builds trust and fosters long-term relationships—values that guide my leadership style as CTO and co-founder.
How does Clinch differentiate itself from other companies in the same space?
When you look at our technical differentiators, a common thread emerges: automation, efficiency, and time-saving. While ad performance has always been at the core of our origins,our true distinction lies in how we streamline processes and reduce friction across the entire advertising workflow.
Here are some of our key technical differentiators:
1. True Omnichannel Ad Serving – Delivering seamless ad experiences across all channels (programmatic display/video, social media, Connected TV, Digital out of Home, Audio, etc.) and platforms, from one centralized UI; plus the ability to optimize across channels.
2. Unified Campaign Setup and Workflow – Simplifying campaign setup and workflows across all channels and campaign types, including social and other walled gardens.
3. Consolidated Creative Production and Management – Centralized (and largely automated) tools for creating and managing creatives across all channels and ad studios.
4. Integrated/Visual Reporting and Data Management – A single source for reporting and managing data efficiently, with unique data visualization and custom dashboards.
5. Extensive Integrations and Automation – Deep connectivity with the advertiser ecosystem and vendor networks for streamlined operations.
Another key differentiator is our holistic approach to integrating AI, through our platform’s Copilot Assistant that is fueling our ultimate objective: enabling users to work smarter, not harder, and unlocking the full potential of their campaigns with minimal effort. It empowers users to execute their creative workflows, campaign setup workflows, and analytics workflows much faster and smarter. By automatically repurposing insights and learning from past successes, clients will be able to focus on strategy and creativity, leveraging the best minds in their company available for them 24/7.
How does Clinch enable advertisers to use real-time data and dynamic creative optimization (DCO) to personalize ads across CTV, mobile, and social media platforms? How does the system tailor content to each channel while maintaining consistency and relevancy for users? What impact does this approach have on enhancing user engagement and delivering a cohesive, seamless experience across all platforms?
Clinch, being inherently omnichannel, approaches the advertising ecosystem as a cohesive whole, even though media buys are often segmented by channels. Our unified infrastructure enables us to deliver seamless, personalized ad experiences across all channels, inclusive of CTV, mobile, and social media, while maintaining consistency and relevancy for users. Here’s how we achieve this:
1. Unified Big Data Lake and Data Pipeline: All data, regardless of the channel, flows through a single, cohesive system, ensuring insights and learnings are not siloed but leveraged across the entire ecosystem.
2. Unified Identity Graph: Our identity graph connects user interactions across channels, enabling precise decisioning and personalization at scale.
3. Unified Campaign Real-Time Decisioning: Our smart, omnichannel ad server includes a single decision engine that uses unified user profiles to make real-time optimizations across all channels, ensuring tailored, effective messaging.
4. Unified Creative Production, Management, Rendering, and Execution: Our creative tools and processes are standardized across all channels, ensuring brand consistency and reducing operational complexity.
This holistic approach pays off significantly by enabling advertisers to deliver a cohesive, seamless user experience across all platforms. The result is not only enhanced user engagement but also improved efficiency, as data and creative assets can be shared and optimized across the entire ecosystem.
Google may have veered away from 3P cookie deprecation, but there are no shortage of concerns around data deprecation and signal loss looming in the distance. Can you explain how Clinch helps advertisers deliver hyper-relevant ad experiences despite these concerns?
Most personalization scenarios enabled by Clinch (weather, location, language, sports, etc) do not require identity resolution, but for those scenarios that do (like sequential messaging across channels/devices, conversion attribution, log level reporting, certain audience splits/optimizations)…we created a pseudonymous identifier, Clinch ID, that provides a privacy compliant way of attributing multiple events from multiple sources to an anonymous person or HH level identifier.
Thanks Raz!
About Clinch
Clinch is the recognized leader in omnichannel ad serving. The company’s AI-driven dynamic personalization technology delivers custom-tailored ad experiences across all channels, driving best-in-class performance and ROI. Flight Control, Clinch’s Omnichannel Campaign Activation Platform, enables agencies and brands to manage the entire campaign lifecycle, from strategy through activation and measurement, on a single platform that makes them massively more productive, efficient, and profitable. In everything Clinch does, it automates workflows and leverages data to personalize and optimize display and video ad experiences at scale, across programmatic, CTV, social media, in-app, audio, and Digital Out of Home (DOOH). For more information visit: www.clinch.co
