Former Millennial Media execs Stephen Jenkins and Gavin Stirrat have teamed up with ex-Unanimis leader Will King to set up digital marketing solutions suite Voluum.

 

The platform, which will incorporate a second generation mobile DSP, has been built with the needs of brands and performance marketers in mind, with a strong focus on usability, full transparency and scale as well as the ability to bid on up to one million queries per second.

“The recent record-breaking IAB AdSpend numbers, driven predominantly by mobile, demonstrate the rude health of the industry,” said Jenkins, who left AOL in late 2015.

“This however has created a crowded marketplace, that is difficult to understand by traditional marketers with little differentiation amongst platform offerings.

“This is what excites and inspires me about Voluum – it’s an amalgamation of geeks, scientists, creative wizards, digital marketers and all around mischievous individuals, who are set on disrupting and redefining the industry, underpinned by some serious technology.”

The founders said Voluum has been conceived with a zero tolerance to ad fraud, rather than attempt to identify and remove it from the ecosystem retrospectively, or rely on post-campaign make-goods.

Explaining its approach, Stirrat said the platform utilised “sophisticated analytics technology, including a proprietary app-intelligence database”, which is applied pre-bid to filter any traffic suspected to be fraudulent, before it is exposed to customers.

The suite has been built by private Polish marketing tech business Codewise. “The UK is a sophisticated market for advertising and marketing technology,” said Codewise chief executive officer Robert Gryn.

Voluum currently has offices in London and Krakow, with plans to open shop in California later this year before wider expansion.