After a 2025 marked by the consolidation of its position in the Adtech market and the resounding success of its oKube solution, Smart TraffiK (Dekuple Group) is looking to the future with strong ambitions. Laurent Simonin looks back at the successes of the past year and reveals the company’s 2026 roadmap: the development of the U.M.M (Unified Measurement Model), international acceleration, and maintaining an approach where technology remains, more than ever, at the service of human expertise.
What is the 2025 review for Smart TraffiK?
Laurent Simonin: Smart TraffiK has consolidated its position in the Adtech market by affirming a clear vision, based on the use of data and technology as concrete performance drivers for retailers, while maintaining a deeply human approach. This trajectory is fully in line with the Dekuple Group’s momentum, with a strengthened organization and sustained commercial activity. The scaling up of our solutions was one of the highlights of the year, particularly with oKube, which has become a central tool for measuring the impact of digital campaigns on in-store traffic.
The market has seen a growing demand for measurement, transparency, and efficiency. Advertisers now expect tangible business results and an in-depth understanding of value-creation levers. In this context, data and artificial intelligence have become prerequisites, provided they are mastered and truly useful for decision-making. These developments have validated Smart TraffiK’s organizational choices, with a progressive structuring of teams and the development of collaborative working methods. Technology is conceived as a lever serving expertise and the collective.
What are your perspectives for 2026?
In 2026, AI will reinforce human intelligence by supporting data analysis, the understanding of consumer journeys, and strategic decision-making. Humans remain central because listening, sharing knowledge, and nurturing talent are essential. Collective intelligence, supported by technology, is at the heart of our quest for operational excellence and sustainable performance. The launch of the development of the U.M.M (Unified Measurement Model) marks a major evolution in our measurement approach. This evolution will integrate more context and transform results into predictive and actionable steps, shifting performance from an a posteriori reading to a logic of anticipation and continuous optimization.
We are pursuing our international momentum with the deployment of oKube in Italy and Germany, the preparation of the UK market, and the strengthening of our presence in Spain. The challenge is to support clients across multiple markets while retaining the agility and proximity of a human-sized structure.