A UK machine learning and natural language processing (NLP) company has expanded its US presence with a new Madison Avenue office in New York and an expanded team.

Smartology has already secured large US clients including Wells Fargo, Northern Trust and Morgan Stanley, allowing the latest developments allow the company the ability to scale Stateside.

The London-headquartered business uses natural language processing and machine learning to match advertiser content to premium publisher editorial based on relevance.

It uses inventory from premium media partners including Dow Jones, FT, The Economist, NY Times, Bloomberg and Handelsblatt.

The New York office is the latest edition to its international reach, adding to locations in London and Singapore.

Gordon Kerr, Managing Director, responsible for US strategy and generating all North America revenues will lead the American operation.

The business has recruited two leading digital advertising professionals Erica Gottlieb as Senior Account Director and Brittany Owens as Campaign Manager.

Gottlieb will help to scale the company's growing US business and will work with US advertisers and agencies on the East Coast with a focus on the financial services, professional services and technology sectors.

While at The Atlantic as sales director for programmatic advertising, Gottlieb impressed with her ability to drive revenue and track record of being able to monetize new technologies.

Owens brings ad operations experience most recently from media company Vox Media and previously with Time Inc. and Time Out..

"Erica's reputation for successful client collaboration, her understanding of the programmatic eco-system and experience working with premium publishers will be invaluable to growing Smartology's revenues and servicing our client relationships", said Kerr.

On new office and the team expansion, Mark Bembridge, Smartology CEO added: "2019 looks to be an incredible year, this is the first of a series of global announcements.”

“A local presence gives us the right edge to assert ourselves as industry experts. It also provides us with a chance to approach clients who are hesitant to do business outside of their territory."