Intowow
Taipei, TW Β· Founded 2014 Β· 14 employees on LinkedIn Β· 1 known investors
Intowow provides programmatic advertising technology aimed at helping publishers increase their success in programmatic ad monetization. It serves digital publishers in the advertising technology industry.
Also known as ι»η³ε΅ζ°
Founders & leadership
Intowow was founded in 2014 by Frank Chen, Ben Chiu, and YT Li.
Investors Β· 1
Company profile
researched Aug 2026Intowow (Chinese name ι»η³ε΅ζ°) is a Taipei-based advertising technology company that builds floor-pricing intelligence for digital publishers. Its core product applies machine learning to counter buyer bid shading in first-price programmatic auctions: the algorithm ingests short- and long-term buyer behavior data, clusters a publisher's traffic into fine-grained segments, and computes optimal price floors for each segment on an hourly basis. The company states the approach is compatible with publishers' existing ad stacks and is positioned for publishers using Google Ad Manager and receiving demand from Google Ad Exchange and/or Open Bidding.
Alongside optimization, Intowow offers Intowow Analytics, a dashboard that consolidates inventory, OpenRTB and buyer opportunity data with a 24-hour insight refresh interval, intended to support publisher decision-making. The company also positions its client success team as providing consultancy across monetization strategy.
At its founding stage the company focused on in-app native video advertising, working to improve the user experience of video ads inside applications in order to attract higher-quality brand video budgets and raise app publishers' monetization. That earlier business was described as a decentralized AI ad-serving technology and an app video supply-side platform, serving hundreds of millions of ad requests per day.
Founding story
According to AppWorks, Intowow was co-founded in 2014 by Frank Chen (ι³ε»Ίι), previously managing director of Yahoo Taiwan, together with Chien-Hua Chiu (ι±ε»Ίθ―) and Ying-Tsung Li (ζηη), with an initial focus on improving the user experience of in-app native video advertising.
Business model
Intowow charges on an uplift basis: it takes a share only of the incremental programmatic revenue attributed to its algorithm, rather than CPM fees, a share of total revenue, or fixed costs. New publishers are offered the first 30 days of service free.
Performance-based revenue share limited to the measured increase in a publisher's programmatic revenue; no CPM charges, total revenue share or fixed fees.
Traction
The company reports 250+ global publishers using its service and cites roughly 20% programmatic revenue growth, with Rightmove quoted as seeing a stable 25% programmatic revenue uplift. In 2017, its publisher partners spanned the US, Europe, Latin America, China, Russia, India and Southeast Asia, serving hundreds of millions of ad requests daily.
Latest developments
The company introduced Intowow Analytics, consolidating inventory, OpenRTB and buyer-opportunity data into a single dashboard, and received an honorable mention in the 2022 AdExchanger Awards for Best Early Stage Technology Company.
βΈFull profile β market position, technology, go-to-market, geography, history
Market position
Positioned as a sell-side, publisher-neutral optimization vendor complementary to existing ad stacks. The company was an honorable mention for Best Early Stage Technology Company in the 2021 and 2022 AdExchanger Awards and a 2021 Digiday Technology Awards finalist for Best Sell-Side Programmatic Platform and Best Monetization Platform for Publishers, as well as a 2021 Digiday Awards finalist for Most Innovative Technology Platform.
Charges only on incremental revenue uplift rather than CPM or total revenue share, claims full compatibility with a publisher's existing ad structure, and emphasizes Google-compliant, neutral operation with automated hourly floor-price optimization at a granularity the company says exceeds common manual strategies.
Technology
A machine-learning system that segments publisher traffic and computes optimum price floors per segment down to the hour, described by the company as providing 200x more optimization granularity than common strategies, up to 100,000 price-floor iterations per hour, continuous 24/7 optimization, and 150+ billion daily optimization results. Earlier technology was described as decentralized AI ad serving for in-app video.
Go-to-market
Direct sign-up through the company website with a free 30-day trial, supported by client success and consultancy staff; qualification is based on the publisher's use of Google Ad Manager and Google Ad Exchange/Open Bidding demand. Publisher testimonials and industry awards are used as references.
Digital publishers that monetize inventory programmatically, particularly those using Google Ad Manager and receiving demand via Google Ad Exchange and/or Open Bidding. Named users and references include Rightmove, Softonic.com, LINE Taiwan and TSM.
Geography
Headquartered in Taipei, Taiwan, with publishers across global markets including the United States, Europe, Latin America, China, Russia, India and Southeast Asia; North America and Japan were named as business development priorities after the 2017 Series A.
History
Founded in 2014 around in-app native video advertising and decentralized AI ad-serving technology, the company built a publisher base spanning the United States, Europe, Latin America, China, Russia, India and Southeast Asia and obtained MOAT video ad viewability certification. In April 2017 it raised a $5 million Series A led by AppWorks to expand into North America and fund R&D, with Japan also named as a target market. The company subsequently focused on publisher-side floor-price optimization against bid shading and later added the Intowow Analytics product, earning AdExchanger and Digiday award recognition in 2021 and 2022.
Compiled by commissioned research from 8 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Timeline Β· 7
launches, deals, and filingsIntowow introduced Intowow Analytics, a dashboard that consolidates inventory, OpenRTB and buyer opportunity data on top of its optimization algorithm, with a 24-hour insight refresh interval.
Intowow announced a $5 million Series A round led by AppWorks, with proceeds earmarked for expansion into the North American market and technology R&D.
$5M source β
Intowow received video ad viewability certification from third-party video measurement provider MOAT.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
βΈResearch sources Β· 8
primary sources listed
- Intowowintowow.com Β· web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Intowow do?
- Taiwan-based ad tech company offering machine-learning floor-price optimization that helps publishers grow programmatic revenue.
- Who founded Intowow?
- Intowow was founded by Frank Chen, Ben Chiu, YT Li in 2014.
- Who are Intowow's investors?
- Intowow's investors include AppWorks Ventures.
- Where is Intowow headquartered?
- Intowow is headquartered in Taipei, TW.