Cognitev, formerly known as MENA Commerce, has undertaken a comprehensive rebranding effort. As a technology company that now concentrates more on marketing from a semantic point of view, the rebranding consists of four key changes. In addition to a revamped approach, along with a new website and name, the company has also added technology that utilizes artificial intelligence (AI).
“The digital marketing industry landscape requires a unique approach in the way brands operate. We decided to rebrand as our vision expanded from being a technology company that caters to the MENA market to a technology company with a global vision,” said Moustafa Mahmoud, Founder & CEO of Cognitev.
When established in 2015, MENA Commerce focused on ecommerce rather than marketing. “We quickly realized that our technology is better equipped to provide unique value to marketers across the world,” added Mr Mahmoud.
With a team of 40 people experienced in engineering and data science and with offices in Dubai and Cairo, Cognitev is currently raising a USD 2 million round of growth capital. The company claims to have built the world’s first automated advertising solution that now serves customers from across the globe.
“The rebranding highlights an era, where we are at the forefront of automation research, design and implementation. We have a strong sense of who we are and what we deliver, which enabled us to be successful and profitable in under two years. When we started, we felt that the digital marketing industry was broken, but we also felt we could change that using technology. One of our objectives is to make ads beautiful again, with the introduction of AI to run performance-based campaigns allowing companies to have exceptional performance with minimal effort,” Mr Mahmoud explained.
Cognitev’s product line includes a platform called InstaScaler that helps startups and SMEs automate advertising. It also has AdRelated, which is semantic marketing platform focused on performance, allowing advertisers to match their ads with engaging content relevant to their business. While AdRelated covers the entire GCC, InstaScaler is a global product supporting Cognitev’s clients across the world.
Apart from advertising, Cognitev’s engine has applications in areas such as healthcare, life sciences and ecommerce among others. As part of the brand’s future plans, the team’s vision is to open up its engine to public, so developers can build their own products on top of Cognitev’s engine.
