How SQREEM's Large Behavioral Model Predicts Consumer Intent with René Raiss

**Jeremy Bloom** (0:00)
Oh, hello, I'm Jeremy Bloom, co-founder and CEO of Marketecture Media. And boy, do I have news for you. Marketecture Live is back. And if you've been watching from a distance thinking, that looks phenomenal, but a trip to New York is just a bridge or several, too far. We've got great news for you. We're bringing Marketecture Live to the beating heart of AdLand. That's right. On September 23rd, 2026, Marketecture Live is coming to Chicago. We're going to be bringing the same sold out energy, sharp insights, and industry defining conversations to the center of advertising's biggest transformations from media and commerce, to AI, tech, and modern marketing. This is where the people shaping what's next for the ad industry will be, want to be, and need to be. Early registration is live now, so lock in your ticket at chicago.marketexturelive.com.
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**Ari Paparo** (1:27)
Welcome to Marketecture, where you can get smart fast with in-depth interviews of leading technology executives. I'm Ari Paparo. I am recording from the Cannes UTA Beach, and my guest today is René Raiss, who is the founder of Sqreem. René, thank you so much for being here.

**René Raiss** (1:44)
Ari, thank you very much for having me. It's very, very exciting to be in Cannes, and it's even more exciting to finally get to meet you in person.

**Ari Paparo** (1:52)
Yeah, well, it is nice to meet you. I appreciate, you also have a good voice for radio.
You sound good.

**René Raiss** (1:59)
Now you're making me self-conscious.

**Ari Paparo** (2:00)
Okay.
We have to start with the obvious thing, which is how do you spell the name of this company? Because it's Scream, but it's with a Q. So take me through the name.

**René Raiss** (2:10)
Scream, S-Q-R-E-E-M, Sequential Quantum Reduction and Encryption Model. It's a bit of a contradiction if you really want to go into quantum physics, but it was a good idea 15 years ago and we stuck with it.

**Ari Paparo** (2:25)
Okay. Well, we think of this podcast as being a bit technical, but not that technical. We're going to stay outside of the quantum realm and deal with Newtonian physics as it relates to advertising. So what does Scream do?

**René Raiss** (2:37)
So we started this a while back and unapologetically, it's taken more than a decade. We built a foundational model, but really the core of what we're focused on is behavior. So we call it a large behavioral model because we don't focus whatsoever on the written word or text, we are focused solely here on what people do, not what they say.

**Ari Paparo** (3:00)
That's interesting. So it's LLM, one of the L's is language, right? Yes. So that is not what you do.

**René Raiss** (3:07)
Correct. So we go with LBM.

**Ari Paparo** (3:09)
LBM? Is that a real acronym?

**René Raiss** (3:11)
Large behavioral model.

**Ari Paparo** (3:11)
Okay. So what do you mean by behavior? Are we talking about visits to websites and things like that?

**René Raiss** (3:17)
That's a very good question. And you know, I promise I'll not go there. But if you think of behavior for a second in physics, it's a complex system moving forward in time, or many complex systems.
And behavior is activity, activity that leads to actions, actions that come in sequences over time and eventually form behaviors, different behaviors for different people, different sequences. And you could take it one step further and say that that becomes intent, that becomes sentiment, that becomes state of mind, and it branches from there.

**Ari Paparo** (3:47)
So if you could track everything I did throughout my entire life, which obviously, just for the sake of a mental argument here, you might be able to better predict the next things I might do, that you would know that I like coffee and that I tend to have a coffee at like one in the afternoon. A, it's one in the afternoon, probably a high probability.

**René Raiss** (4:04)
You know, interesting there is that even though you and I may have a coffee at one in the afternoon, your and my behavioral trip to get there or behavioral journey, so to say, is going to be unique to us. So the idea that people try to wrap keywords and buckets and folders around, here is intent for life insurance and therefore everybody in this bucket is intending to buy life insurance because they've gone to this website. It's not how the real world works and that's what we're trying to solve.

**Ari Paparo** (4:29)
Well, how does the real world work? What insights are you learning?