RTB House is a Poland-based ad-tech company. It uses deep learning algorithms to provide marketing and advertising solutions to some of the world’s largest brands and agencies. A rapidly growing portfolio of overseas entities meant consolidation of its fragmented bank account structure was essential. Beata Czerner, Treasurer, RTB House Group, Marcin Barejko, Senior Implementation Project Manager, BNP Paribas Bank Polska, and Krzysztof Hok, Cash Management Sales Director, Strategic and Corporate Clients, BNP Paribas Bank Polska, talk to TMI about the project and its achievements so far.
In the third quarter of 2022 alone, international ad-tech company RTB House opened six new entities around the world. Rapid growth is part of its plan to expose yet more of the world’s largest brands and agencies to the advantages of its proprietary deep learning algorithms. Capable of placing the right online message, in the right place, at the right time, it’s a technology approach that its clients appreciate. Yet with RTB House expanding in every direction globally, growth was bringing with it a set of challenges for its finance function which demanded attention.
When Czerner joined RTB House in 2021, the group had a presence in approaching 30 countries, including Brazil, US, UK, France, Turkey, the United Arab Emirates, Saudi Arabia, and Singapore. It also had billings in more than 20 currencies, which it was struggling to manage through its broad panel of domestic banks. Although these banks had been selected based in part on their local foothold and ease of account opening, it was proving difficult to integrate their separately provided account and transactional data within treasury’s core system in Poland. As growth accelerated, so this was becoming an increasing yet unnecessary risk.
As might be expected, acquiring information on balances and payments flows across the group was a slow, labour-intensive procedure. And, for that reason, it happened just twice a month. With the attendant potential for human error in manual data keying, and a lack of established rules regarding account access, RTB House’s legacy approach was no longer appropriate.