Hotspex to Launch Transactional Data Aggregation Firm

Toronto, Canada-based employee-owned research firm Hotspex is building a transactional data aggregation firm, following its October 2018 acquisition of programmatic trading desk Wave Digital Media.

Last year, Hotspex combined its emotional measurement technology and behavioral science expertise with Google's deep learning, to develop a new solution that improves advertising effectiveness by matching ads with more contextually relevant content. This move led to Hotspex acquiring Wave Media to form Hotspex Media, which uses first and third party data for demographic targeting and to understand the customer journey, and for retargeting of digital campaigns.

The acquisition has since allowed Hotspex to extend its brand building model to media targeting, and Hotspex is currently building a new company which will collect data from millions of people, who have double opted in to allow their credit and debit card transactions to be gathered in return for various incentives. Hotspex says this data will provide it with a deeper understanding of consumer behavior, while providing clients with new opportunities to attract new and lapsed customers.

Jonathan La Greca (pictured), VP of Growth, comments: 'The key to driving ROI in a world full of disruption is to go beyond the 'what' that data analytics provides to explain the 'why' behind the way people are behaving. By combining the latest behavioral science and technology, we are taking steps towards our vision of being the most innovative and impactful brand builders globally. Our focus on innovative new ventures helped us grow 80% over last year, which is fueling our innovation pipeline and future acquisitions.'

Web site: www.hotspex.com .