Launch of Predictive Ad Analytics Firm datafuelX

In New York, a trio of long-time media industry execs has launched a firm called datafuelX, which uses predictive analytics solutions to forecast and optimize advertising audiences and outcomes.

The new business is headed by company President Jay Amato, who is the former General Manager of OpenAP; Head of Strategy Howard Shimmel, who was earlier Chief Research Officer at Turner Broadcasting; and Manager Product and Partnership Success Spencer Lambert, formerly with Horizon Media; along with a data science and engineering team with many years of media industry experience. Michael Strober, founder and President of The Topwater Advisory Group, and Dan Aversano, SVP, Data, Analytics and Advanced Advertising for Univision Communications, along with Howard Shimmel, serve as Directors.

The company's first two predictive analytics solutions have been developed to help media, agencies and brands extract greater value from their media spend and combine linear reach and digital targeting through advanced analytics. The first is precisionX, which models individual viewing characteristics and incorporates real-time ad exposure data, then dynamically exports consumer ID files grouped by exposure levels for further targeting. The second tool, outcomeX, is a predictive analytics model for delivering consumer behavior metrics - from measurement and attribution to forecasting and optimization.

Amato comments: 'When it comes to application of data for buying and selling, the industry is largely stuck in a 'what happened' and 'why' mode. This approach leads to a strategy that assumes the past is an accurate predictor of the future. The datafuelX vision is to use predictive and prescriptive analytics that take the trends and variables of the future into account. We now have sufficient measurement data, datafuelX will provide the necessary analytics to solve for this growing complexity'.

Web site: www.datafuelx.com .