Tell us briefly, what does Snicket Labs do?
At its core, Snicket Labs helps media and content led businesses get control of their video content.
Most organisations are sitting on huge libraries full of duplicates, near-duplicates, and inefficient workflows that drive up storage and AI costs. We use our own fingerprinting technology to spot what’s the same, what’s different, and what actually matters, so teams can clean things up, work faster, and spend a lot less in the process.
It’s about turning messy video environments into something simpler, smarter, and easier to manage.
What is your mission as a company?
We exist to fix the problems the industry has just learned to live with.
For years, teams have been stuck with growing archives, rising cloud bills, and clunky processes that slow everything down. Our mission is to take on those hard, unglamorous challenges and actually solve them, not paper over them with more tools and complexity.
If we can help people do more with less, without the stress, then we’re doing our job right.
What sets you apart from the competition?
We built Snicket Labs around real problems, not theory.
Our technology grew out of the need for accurate ad tracking, where being even slightly wrong isn’t good enough. That same precision now powers how we tackle duplication and content intelligence at scale. Unlike our competitors, we do not use AI or humans to solve this problem, we rely on maths.
We also partner closely with technical partners and customers to validate our technology in real world environments, delivering early proof of value and building solutions that fit existing workflows.
What is the most exciting thing coming up for Snicket Labs?
Seeing the business move into its next phase is incredibly exciting. We’re rolling our content intelligence solutions globally, working with channel and technical partners to help organisations tackle growing challenges around content duplication, version sprawl, and operational inefficiency at scale.
What’s been especially energising is seeing customers apply the technology to problems like “versionitis” in ways we didn’t originally anticipate. Those real-world use cases are directly shaping the product roadmap and accelerating our evolution into a broader content efficiency and intelligence platform.
What is the biggest issue you think we can address together through cross-industry collaboration?
No technology is an island. The biggest issue we can address together through cross-industry collaboration is the fragmented and inefficient management of content and data across the media supply chain.
From production through archive to distribution, content still moves between siloed systems, duplicated storage, and disconnected workflows. This drives cost, complexity, and operational drag. No single vendor can fix this.
Through collaboration within organisations like the Digital TV Group, we have an opportunity to align around data centric architectures, open APIs, interoperability standards, and shared operational models that reduce duplication, improve discoverability, and enable seamless hybrid workflows.
At Snicket Labs, we’re focused on solving the messy, expensive problems that hold the industry back, and we believe cross-industry collaboration is the key to modernising the media supply chain in a sustainable, non-disruptive way.
What might people not know about your company?
In February 2026 we rebranded to Snicket Labs (you may have previously known us as Ad Signal). We began in ad tech back in 2018, hence the original name, but as video spread across media, archives, teams, and creators everywhere, our vision grew bigger than advertising alone.
So why the name Snicket Labs? Though we are a fully remote team of 34, we are officially headquartered in Yorkshire, so we wanted something that linked to our roots. A “snicket” is a Yorkshire word for a hidden path, a shortcut when the obvious route isn’t there. It captures how we think; when content gets complex, we find the way through.
