Aarki, a performance marketing platform with over a decade of mobile advertising experience, has rebranded as RZR. The new identity reflects the company's expansion into a connected, cross-screen performance system that optimises user acquisition, retargeting, connected television and influencer campaigns. RZR's platform processes over 6 million queries per second and now serves brands across gaming, food and beverage, consumer apps, retail and entertainment. The company operates through proprietary neural architecture that treats all digital advertising channels as one connected system rather than siloed tactics. The rebrand follows significant investment in cross-screen measurement and a push into connected television as a performance channel. RZR now uses OEM data partnerships to target CTV audiences using behavioural signals whilst measuring mobile outcomes like installs and return on ad spend. The company operates offices across San Francisco, New York, London, Bangalore, Beijing, Manila and Seoul.

Aarki, an AI-powered mobile performance platform, has partnered with LG Ad Solutions to launch a CTV-to-mobile performance solution targeting the gaming sector. The collaboration combines LG's global reach of 240 million smart TV households with Aarki's machine learning demand-side platform to deliver measurable installs and return on investment. The partnership transforms LG's premium television inventory from a brand-awareness channel into a performance engine. By leveraging LG's first-party viewing and gameplay data, Aarki can optimise campaigns in real-time against install, engagement and ROAS goals. "By integrating with LG Ad Solutions' premium ecosystem, we are providing gaming publishers with a closed-loop solution that moves beyond household-level estimates," said Aman Sareen, Aarki's CEO. The solution aims to make television advertising as measurable as mobile advertising for gaming marketers.