Dativa Becomes Deductive as Focus Shifts

San Francisco and London-based data science firm Dativa has changed its name to Deductive, reflecting a shift away from its origins as a generalist company, to one with a focus on offering a range of TV measurement and data services.

The firm offers solutions for data-driven measurement of cross-platform ad effectiveness, across linear TV, addressable CTV, OTT and digital display advertising. The firm also provides data combining and data panel development / management services. In addition, it recently launched a Nationally Representative Panel for Inscape Smart TV data, developed to enable Inscape licensees to produce more accurate measurement of ad and content viewing.

Following its name change, the company will continue to provide media professional services such as building audience indexing tools and combining data sets for current and prospective client, as it increases investment in its new data services. CEO Michael Collette (pictured) comments: 'Granular data is transforming the TV business and this has been accelerated by Covid-19. We've identified a growing need for services based on data, and our new name more accurately reflects the new blend of our customized service capabilities and productized data-driven services that we bring to the TV measurement industry'.

Web site: www.deductive.com .