Smoot: Redefining the Future of Programmatic Advertising with Generative AI
Smoot is transforming the advertising landscape by using generative AI to bring context, emotion, and cultural intelligence to digital ads.
The Hidden Intelligence Powering the Future of Advertising
Imagine this: You’re watching your favorite Connected TV show, immersed in the world of storytelling, when an ad breaks your flow. But this time, something is different. The ad feels personal. It’s not just relevant to your interests; it resonates with how you’re feeling in that exact moment. For the first time, you feel like the ad understands you, not just as a consumer, but as a person. Welcome to the future of advertising.
This is the world Smoot is creating. As a leading global advertising technology company, Smoot is redefining how digital media is bought and sold by infusing real-time intelligence, emotional insight, and cultural context into every programmatic ad impression. Founded in 2023 by Luis Barrague and Agustín Echavarría Coll, Smoot is blending advanced AI with a deep understanding of human experience to deliver meaningful, contextually relevant, and highly effective advertising experiences across the digital landscape.
A New Era of Programmatic Advertising
Programmatic advertising has long been the backbone of digital marketing, automating the buying and selling of media through data-driven algorithms. However, traditional platforms still optimize for data points and pricing alone. Smoot, however, has reimagined what’s possible by leveraging the power of generative AI, transforming every impression with deeper insights into not just the content but the emotional and cultural context behind it.
The company’s Supply-Side Platform (SSP) is designed to handle a large volume of bid requests across various environments, including Connected TV (CTV), In-App, and Web platforms. This scale, combined with the AI-driven enrichment of each impression, is what makes Smoot stand out in the crowded adtech market.
Generative AI Meets Emotional and Cultural Intelligence
At Smoot, AI is not just about automation; it’s about creating smarter, more human ads. Generative AI helps the platform understand the semantic, emotional, and cultural context of the content where ads are placed. It’s about understanding the nuances of language, the feelings behind content, and the cultural references that resonate with specific audiences.
“We believe that advertising becomes truly effective when it understands context, not just who the audience is, but how they feel and what moment they’re in,” says Luis Barrague, Co-CEO and Founder of Smoot.
The company’s platform uses advanced AI models to interpret tone, emotion, and intent in real time, ensuring that ads are placed in environments that match both the content and the mood of the moment. This allows brands to engage with consumers in a way that feels authentic, personal, and timely.
Leading the Change in Connected TV
A significant area where Smoot is making an impact is in Connected TV (CTV). As streaming continues to replace traditional television, CTV has become a critical environment for advertisers looking to engage with audiences. But with this opportunity comes a challenge: how to capture attention in a space where viewers are highly selective about what they watch and when.
Smoot’s AI-driven platform is capable of handling a significant volume of CTV bid requests on a monthly basis, helping advertisers deliver ads that resonate deeply with viewers. By enriching each impression with real-time contextual, emotional, and cultural signals, Smoot ensures that ads don’t just interrupt the experience but enhance it. The result? Increased attention, higher view-through rates, and better completion rates.
This level of precision and relevance is exactly what brands need to maximize the CTV opportunity.
Multicultural Intelligence at the Core
A unique strength lies in its multicultural audience intelligence. The company’s platform is designed to help brands engage with diverse audiences in ways that feel authentic and culturally sensitive. In a world where cultural relevance is increasingly important, Smoot’s ability to enrich each bid with cultural context gives advertisers an edge in reaching multicultural audiences more effectively.
With teams spread across Barcelona, Madrid, Mexico City, São Paulo, and the United States, Smoot brings a global perspective to every campaign. This multicultural expertise ensures that advertisers can connect with consumers in ways that are relevant to their unique cultural experiences.
Real-Time Automation: Efficiency Meets Intelligence
Smoot’s proprietary AI agents take automation to the next level by continuously optimizing and automating campaign decisions at scale. This real-time decision-making reduces inefficiencies, enhances transparency, and drives better outcomes across the media supply chain.
This combination of real-time automation and AI-powered intelligence not only drives better performance but also allows Smoot to lead the charge in creating a more sustainable and efficient advertising ecosystem.
The Smoot Difference
What truly sets Smoot apart from other adtech companies is its holistic approach to programmatic advertising. Smoot doesn’t just optimize for clicks or conversions; it optimizes for meaningful connections. By adding emotional and cultural intelligence to every ad impression, Smoot ensures that advertising isn’t just a transaction but a genuine interaction between brands and consumers.
This shift from data-driven advertising to emotionally intelligent advertising is part of a broader trend in the industry, where companies born in the generative AI era are redefining what’s possible.
The Future of Advertising is Smarter, More Human, and More Effective
As Smoot continues to expand its reach, the company is leading the charge in transforming programmatic advertising. With a global presence, advanced AI technology, and a deep understanding of multicultural and emotional contexts, Smoot is creating a future where advertising is not just smarter, but more human.
This is a world where ads are no longer interruptions but moments of relevance, connection, and value. With Smoot at the helm, that future is already here.
Ready to experience the next generation of advertising? Visit Smoot to learn more about how generative AI is reshaping the advertising industry, or connect with Smoot on LinkedIn to stay up-to-date with the latest innovations.




