Through Adwise, our tech company, we are launching a suite of three solutions based on proprietary AI – designed to drive more effective, measurable and performance-oriented omnichannel strategies.

This marks a new phase in our innovation journey. We are strengthening our positioning as an independent media agency built on data empowering, strategic focus, technology development and human governance, with the client firmly at the centre.

“This new suite is a concrete example of the path we are building as a Group,”

comments Fabrizio Serri, CEO and owner of Adtelier SpA.

“Thanks to our steady organic growth, which in 2025 alone brought over 25 new clients to our organisation, we decided to invest strategically in research and development, managing to create a proprietary suite that is driving a clear leap forward in innovation and technology. The use of AI powered by a proprietary agentic network allows us to analyse large volumes of data in real time, enabling our professionals to make informed, data-backed decisions. The experience of our team combined with the computing and analytical power of artificial intelligence is allowing us, even more than in the past, to position ourselves as a truly unique player in the independent media landscape.”

In a context defined by increasing touchpoint fragmentation and ever more heterogeneous data sets, we continue to invest in research and development as a structural lever to create tangible, measurable value for brands.

It is within this scenario that the new solutions developed by Adwise – the Group’s tech company responsible for the design, development and evolution of our technology ecosystem – come to life. With Adwise, we are introducing an integrated suite of three AI-driven tools, built on proprietary technology in synergy with Sellouter, a Group-invested company specialising in the optimisation of sales performance on Amazon.

The suite is designed to support teams and brands throughout the entire decision-making cycle. Comprising Prisma (omnichannel planning), Sphere (Ad Stack) and Helix (Measurement and Marketing Mix Modeling), it was created to enhance processes and skills starting from a significant asset of qualified data.

“The three tools cover the entire campaign lifecycle — planning, execution and measurement — from transforming data into information, to omnichannel planning, through to execution and beyond-media performance measurement,”

explains Alessio Di Bartolo, MD of Adtelier SpA and CEO of Adwise.

“The ecosystem is based on an interoperable architecture, capable of interfacing with the best market solutions and of enhancing – by harmonising them – proprietary data and third-party sources, bringing together heterogeneous datasets with an omnichannel logic.” “But the key word is governance. Artificial intelligence is an accelerator: the goal is to make Prisma, Sphere and Helix available to our teams as decision-making facilitators, delivering actionable insights in real time and making information immediately accessible, with concrete benefits in terms of efficiency, quality and execution. Also in terms of timeliness: the signals we use to build audiences are based on regularly updated feeds, never more than a few tens of days old.”

Within the suite, Prisma is the tool dedicated to omnichannel media planning, designed to build campaigns with a total audience approach and a predictive reading of performance. Sphere represents the evolution of our omnichannel ad-tech platform for audience creation, delivery and in-stack measurement: a multi-DSP solution, interoperable with third-party data, inventory and technologies, managed by proprietary algorithms. Helix is the platform dedicated to measurement and Marketing/Media Mix Modeling, designed to measure the impact of media investments on business results and deliver advanced performance assessments, including through customised dashboards.

Technology thus becomes an enabler – not an end in itself, but geared towards reducing operational complexity, amplifying the value of human work and ensuring effectiveness, transparency and quality of media investments. With this evolution, we strengthen our role as a strategic partner for brands navigating the complexity of today’s media landscape.

“As a media agency today, we must be solution producers — and system integrators, to borrow a term common in other industries,”

continues Di Bartolo.

“It is no longer enough to adopt vertical software in parallel: we have invested to create tools capable of functionally solving the complexities of today’s media landscape for our operations. Everything we develop meets three key requirements: data set quality, transparency on sources and methodologies, and validation by our specialists. The tools work in a coordinated manner, but always under the direction of people. A value for the present and, at the same time, future-ready.”