As a spin-off of A*STAR, the Knorex team back then focused on building technology around text processing, data mining, and text analytics.
Around that time, there was a lot of buzz around the ability to understand meaning i.e. semantics. This resulted in an increasing emphasis on sentiment mining, opinion mining, and text processing.
During their exploratory path to finding product-market fit, they saw that their developed technologies and products actually fit well with online advertising.
This was in the early 2010s when the most common form of digital marketing technology was online banner or display ads.
Once they realized the potential their technology had in the online advertising space, they started investing heavily in building the core adtech capabilities and technologies despite the founding team not having any prior background in the space or industry.
After 10 years of relentless hard work, they succeeded in building a SaaS-based cross channel online advertising platform which allows marketers to seamlessly deliver their marketing messages to anyone in the world across all the major media channels, different types of devices, and supporting a myriad of ad formats.