LONDON—Online ad player Coull has appointed Bite as its UK and US retained PR agency following a competitive review.

Bite, which secured the brief after pitching against three other agencies, is tasked with promoting Coull’s online ad technology within the advertising and publishing markets.

Coull helps publishers mine their repositories of existing video content and turn it into a dynamic source of ongoing revenue.

Bite will help Coull spread its core message that online advertising is built on an unsustainable mix of out-of-date models and soon-to-be-extinct cookie technology, positioning the future of online advertising as content-driven — contextual, rather than personal.

Targeting the marketing, national and business media, the account will be led by account director, Louise Waller, in the UK and Sean Mills, regional director in the US.

“We have big plans for our company,” said Irfon Watkins, founder and CEO at Coull, “so we wanted an agency with the right mix of skills to help us to deliver on these in the UK and US. Bite’s balance of insight, creativity and content skills is exactly what we need and it was this that set them apart during the pitch process.”