Posted on November 21, 2019 by staff

London MarTech firm acquired by Twitter


AI-powered marketing platform Aiden has been acquired by Twitter, the firm has revealed.

The marketing technology specialist described itself as a “unified command centre, managing optimisations on cross channel campaigns.”

The company was founded by Marie Outtier and PJ Camillieri in 2016, backed by AI and Martech entrepreneurs.

Its machine learning powered software provides recommendations for social media advertisers and content creators, detecting anomalies in cost per acquisition and automatically allocating budget.

Headquartered in London and San Francisco, the 11-strong company had raised $2.4m since its inception over two seed rounds.

“After 3 unforgettable years, imagining, building and then delivering Aiden, our AI marketing analyst is now going to help power Twitter self- serve advertising business to unlock performance for small businesses,” wrote the firm in a blog post.

Bruce Falck, general manager of revenue product at Twitter, wrote on Twitter: “This technology is a first step in helping us better unlock twitter for small businesses as we improve our self-serve offerings over time for our customers.”

“We are also excited to bolster our team in London and continue our efforts to decentralize our teams and ensure global distribution.”