Name Change Marks Renaissance for Gravity4

In the US, big data ad targeting firm Gravity4 has changed its name to DaVinci Marketing Cloud, aiming to better reflect its focus on the art and science of 1:1 marketing and its move towards automation, AI and blockchain technology.

The firm was set up in 2014 by controversial business leader Gurbaksh Chahal, after he had been sacked from his role as CEO of social media ad targeting specialist RadiumOne. Gravity4 collates customer experience data so marketers can target ads throughout the entire purchase journey. Last year, it moved into the AI space, with the launch of a proprietary technology named Mona Lisa, which automatically builds consumer personas by aggregating data across channels, and uses them for predictive targeting.

The company has since launched a subsidiary called Lydian.io, providing AI marketing cloud services in the blockchain sector. In addition, the firm's R&D teams have launched two apps: MonaChain to combat ad fraud, and MonaBrowse to combat the rise in ad blockers. The company says its new name reflects its commitment to merging the art and science of 1:1 marketing towards brand marketing; and to AI and blockchain.

CEO & Chairwoman Kamal Kaur (pictured), who is Chahal's sister, comments: 'Our landscape is ever changing requiring continuous investments in research and development to connect brands with the right consumers. Our commitment to leading change begins with our unified name. Taking a cue from our revered artist and mathematician, Davinci11's mission is to bring both, the art and science of marketing to brands while continuing to amplify product inventions'.

Web site: www.davinci11.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.