Aman Sareen, CEO of Aarki chats about the future of martech and target based precision marketing in this martech interview:

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Hi Aman, tell us about yourself and more about Aarki’s platform?

Thank you for having me! I’m Aman Sareen, CEO of Aarki. My journey in the marketing and technology industries has been driven by a passion for leveraging data and AI to solve complex problems. At Aarki, we focus on delivering innovative AI-powered solutions that drive revenue growth for mobile app developers. Our platform combines a proprietary AI engine with deep behavioral insights, enabling marketers to engage audiences with precision and scale in a privacy-first world. With billions of contextual bidding signals processed in real time, our platform offers unmatched targeting capabilities and performance optimization for clients globally.

Take us through Aarki’s new Post-Back Targeting Solution and how it’s a marketing enabler?

The Post-Back Targeting Solution is a revolutionary step in AI-powered retargeting. Built on Aarki’s proprietary AI platform which is leveraged by its team of data analysts in a supervised AI approach, Post-Back identifies and engages high-value user cohorts that traditional targeting methods often miss. By harnessing our advanced Deep Neural Network, we assign a propensity for engagement score to users, unlocking insights from subtle engagement signals. This enables marketers to re-engage users effectively, with data analysts guiding the AI through a supervised approach for optimal results. The solution enhances ROI by enhancing the identification and segmentation of valuable cohorts, driving a reported 20% uptick in ROAS in real-world campaigns. It enables marketers to focus on strategic growth and monetization while Aarki’s supervised AI handles the heavy lifting.

What in your view do most marketers get wrong with targeting campaigns today?

Many marketers rely too heavily on obvious intent signals, overlooking other user behaviors. Balancing personalization with privacy can result in campaigns that are either too generic or overly intrusive. Additionally, a lack of integration between data insights and actionable strategies reduces campaign efficiency. Our Post-Back solution solves these issues by capturing subtle user signals and enhancing cohort creation for more effective targeting.

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How can today’s marketers capitalize more on AI when trying to achieve personalization at scale and when trying to retarget past consumers effectively?

AI enables marketers to analyze large data sets in real-time, uncovering insights that might otherwise be missed. It helps achieve personalization at scale by identifying user behavior patterns and dynamically segmenting audiences. With AI, retargeting becomes more precise. Add human supervision to guide the AI further, and retargeting reaches an even higher level of precision. Solutions like Post-Back capture subtle engagement signals to predict user intent, while supervised AI ensures campaigns are data-driven and aligned with broader marketing goals.

What about today’s state of martech excites you most?

The rapid advancements in AI and machine learning within martech are incredibly exciting. From predictive analytics to real-time campaign optimization, the tools available today are empowering marketers to achieve levels of efficiency and personalization that were previously unimaginable. The shift towards privacy-first solutions is another pivotal development, balancing user concerns with the need for effective targeting. Moreover, the integration of AI with martech platforms to streamline workflows and automate complex processes is transforming how marketers approach everything from audience segmentation to creative optimization.

Can you highlight more about the top martech platforms from the global landscape that have piqued your interest off late and why?

1. Aarki’s own platform has been at the forefront of combining AI and behavioral data to drive real-time decision-making.
2. The Trade Desk continues to impress with its emphasis on connected TV (CTV) and open internet ecosystems, addressing the shift in consumer attention.
3. Applovin, while our competitor has done an amazing job in bringing performance marketing to the forefront and becoming the most valuable Adtech company (other than Meta and Google). Their focus on ML to find the right users for various verticals is commendable.

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