As the dust settles on the cookiepocalypse and marketers wrestle with murky audience data, one tech player is betting big on AI clarity. Cognitive AI launches in APAC with its new regional hub in Singapore, aiming to rewire how programmatic campaigns are designed, executed and optimised.
Italy-based Cognitive AI opens APAC HQ in Singapore with Rohan Lightfoot as CEO,Offers AI-powered, cookieless audience tracking and real-time consumer journey mapping,Promises smarter, scalable programmatic campaigns with deep regional integration
AI-first, not AI-added
Founded on the principle that media should be smarter from the start, Cognitive AI has been built from the ground up with artificial intelligence at its core. Its signature innovation is the Cognitive ID, launched in 2019 and constantly evolving since, which enables user tracking over a 12-month cycle. This persistent, privacy-conscious identifier is the backbone of what the company calls a user’s "Cognitive Footprint" — a dynamic profile of behaviour, preferences and decision triggers.
From segmenting audiences to optimising media delivery, AI isn’t bolted on as an afterthought; it’s woven through every operational layer. As a result, clients gain real-time clarity on consumer behaviour, rather than relying on legacy models or lagging indicators.
A region ready for smarter moves
The APAC market is ripe for disruption. Digital budgets are growing, but confidence in programmatic execution lags. In a recent internal study conducted by Cognitive AI, fewer than 10% of marketing stakeholders in APAC said they were "very confident" in the effectiveness of their current programmatic strategies. However, over 80% expressed openness to new approaches.
Enter Rohan Lightfoot, the newly appointed APAC CEO, who brings a strong track record and regional nous.
His brief is clear: bring Cognitive’s European and LATAM success stories to Asia, while tailoring the tech for local nuances and behaviours. From Tokyo to Jakarta, that means stitching in localisation, trust and tech transparency.
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Cookieless, but not clueless
Cognitive’s value proposition rests on its proprietary Persistent ID, a cookieless tracking system that delivers long-term insights into user behaviour. As third-party cookies vanish and privacy regulations tighten, this model offers a timely alternative. By focusing on real-time decisioning and 12-month audience tracking, Cognitive promises sharper audience segmentation without compromising compliance.
These insights are then processed through its AI engine to deliver "hyper-targeted" segments and predictive behavioural modelling. It’s a powerful sell to performance marketers: less waste, more relevance. For more details on effective AI applications in marketing, see our article on Why display ad budgets will be cut by 30 % as AI and CTV take centre‑stage.
Built for integration, not isolation
Unlike many niche ad tech solutions, Cognitive takes a platform-agnostic approach. The tools integrate with over 10 DSPs and SSPs, allowing marketers to activate campaigns within their preferred ecosystems without sacrificing data intelligence.
This flexibility extends to customised tech stacks and full-funnel strategy support, ensuring Cognitive isn’t just plugging into tactical decisions but helping architect brand-building journeys across multiple channel. For context on how AI is reshaping regional markets, consider reading about APAC AI in 2026: 4 Trends You Need To Know.
Europe’s edge, Asia’s ambition
Already operational across Europe and South America, Cognitive arrives in Asia with proven tools and growing credibility. Francesca Grilli, Cognitive AI's Managing Director, is bullish: "The APAC market stands out as a centre of excellence in the digital marketing landscape. Our solutions have proven to be valuable for advertisers across Europe and South America, and we are confident they will empower brands in the region to thrive and achieve outstanding results."
What sets Cognitive apart is not just its tech stack, but its operational model of AI-led planning and optimisation. Rather than offering dashboards and hoping for the best, the team leans into consultative partnerships, guiding clients through the shifting sands of programmatic. The adoption of generative AI in marketing is a key trend to watch, as discussed in Executives tread carefully on generative AI adoption.
Will APAC buy into it?
The big question now is whether agencies and advertisers across Asia-Pacific are ready to shift gears. With a blend of skepticism and curiosity in the market, Cognitive’s task is as much about educating as it is innovating. But if the tech delivers as promised, and the region embraces the data-driven mindset, Singapore could be just the beginning.
The age of smart media isn’t coming; it’s here, and Cognitive wants to write the playbook. For further reading on the impact of AI on digital advertising, you can explore research from the Interactive Advertising Bureau (IAB).
Latest Comments (4)
Wah, another AI player in Singapore? Interesting to see how Cognitive AI’s “smarter programmatic ambitions” pan out here. We’ve seen quite a few launches recently, so hopefully their proprietary tech actually delivers better campaign performance for advertisers, not just more buzz. The market is getting crowded, for sure. Fingers crossed for some real innovation!
Interesting development, but "smarter programmatic" is quite the claim. While I appreciate the proprietary AI, one wonders if it will genuinely *understand* APAC's diverse cultural nuances better than a well-honed human team. Sometimes, tech isn't the silver bullet, especially in advertising where local context is king.
Ah, Singapore *encore*! It seems like every promising tech venture, especially in AI-driven marketing, sets up there these days. I recall a similar buzz when another platform, also leveraging machine learning for programmatic, established its regional HQ a few years back. The *proof is in the pudding*, as you say; let's see how much smarter their *proprietary* tech actually makes things for advertisers.
Interesting move for Cognitive AI, setting up shop in Singapore. Rohan Lightfoot's vision sounds promising, but I do wonder how “proprietary AI” will genuinely differentiate them long-term. Many players claim unique tech; the proof is in the pudding, as you say. Let's see some concrete examples in this competitive APAC market.
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