Video ad marketplace Teads has acquired Brainient, a UK-based company that specialises in advanced dynamic creative and interactive video.

Brainient has developed Dynamic Creative Optimisation (DCO) technology that can customise the actual content of an ad to match the users profile. It is also able to create interactive video ads, like this impressive Bupa music video starring The Futureheads which enables the user to pick how each member of the band plays.

The acquisition will enable Teads to offer integrated access to Brainients tech to all its marketplace buyers, which it claims will make it the only global solution for the creation and distribution of interactive video ads at scale. Interactive video ads, its eager to point out, is not offered by the likes of YouTube, Facebook and Snapchat.

Under the deal, Brainient will be rebranded as Teads Studio, running as an independent business unit within Teads and expanding operations to the 19 countries where the parent company is active. Brainients existing clients – a list which includes ITV, Yahoo and WCRS – will be carried over to Teads.

“Our technology is always ahead of the pack as we have been first to introduce vertical, square, 360° and live video outstream formats,” said Teads executive chairman Pierre Chappaz. “With the adjunction of Brainient DCO technology, we will now introduce the next generation of video ads, ads that are more interactive, personalized and more carefully targeted. We will offer Teads Studio to programmatic buyers so they can deliver on the promise to individualize ads for each and every user, and this will be another revolution.”