The startup that anticipates consumer behavior

Pablo Martínez and Jaime Sanabria began working alongside their Aerospace Engineering studies, but the data universe of advertising management crossed their paths, leading to the creation of Advia with their friend and colleague Miguel Pérez (a graduate in Economics and with studies in Mathematics, Digital Marketing, etc.). Pablo is responsible for Strategy and Business Development, Jaime for Processes and Operations, and Miguel Pérez for Product and Technology.

Their shared experience in AdTech and advertising technology development, following their time at companies such as Seedtag and GroupM, led them to found this startup which, from its current location at Google for Startups Madrid, works "to revolutionize digital advertising by capitalizing on consumers' active browsing"... What does active browsing consist of?: " Not all online time is the same , as we were able, and can, see firsthand (points out Sanabria). There are times when you're looking to entertain yourself (passive browsing) and times when you're looking for something very specific (active browsing). This opens a huge door to creating truly useful advertising, in an 'invisible space' that no one was capitalizing on well."

"The first thing (as Martínez recalls) was the personal desire to undertake a business and the shared drive between the three of us. It was when we decided to do so that we began to see more clearly the gaps in the market and the opportunity to contribute something truly new. We weren't born from criticism, but from the desire to build." Pérez, for his part, points to the undeniable importance of AI : "Our option would be possible without it, yes, but with a much more costly and less agile structure. Thanks to AI (especially generative capabilities) we can automate complex processes and drastically reduce the time and resources required to develop them. AI has been key to accelerating our time to market and turning a proposal like Advia's into a reality in record time. And that, in a startup, makes all the difference." A proposal in which the founding partners highlight aspects such as valuable advertising, "that builds functional solutions quickly, in which the power of utility is fully leveraged."

Once up and running, Advia creates and activates advertising strategies from a consumer perspective, positioning brands as useful responses at the exact moments they are most needed. In their case, they have developed Vera , a technological application that anticipates consumer behavior through LLMs (Large Language Models), using their own methodology to create thousands of AI agents that replicate real-life consumer behavior during active browsing: those moments when we search for relevant information to inform our decisions. All this information is transferred directly into media activation to position the brand as the most natural response to those concerns, needs, etc.

Advia's founders highlight how the technology "identifies what questions consumers are asking, predicts which articles and content they will navigate to when searching for information, and strategically positions advertising as a natural response to those needs. All of this without resorting to cookies or user tracking, achieving precise activations at scale that connect brands and consumers when they can provide the most value." Their system is able to identify what questions consumers are asking and detect which articles consumers will ultimately access when searching for information. This allows them to strategically position advertising as a response and solution to those needs. As their corporate motto conveys: "Turning ads into answers."