datafuelX Hires Tech and Partnerships Leaders

Predictive ad analytics firm datafuelX has announced three senior hires for new roles: Steve Popper as VP of Technology, Guanghui Lui as VP of Data Science, and Caitlin Barter as Director of Partnership Success.

Launched in New York earlier this year by three media industry veterans, Jay Amato, Howard Shimmel and Spencer Lambert, the company uses predictive analytics solutions to forecast and optimize advertising audiences and outcomes.

A former CTO at Goldman Sachs-backed antuit.ai, Popper (pictured below) also worked in the same role at Vidillion, helping to develop its SSP for CTV and OTT video advertising, In his new role he will be responsible for evaluating current architectural directions, tools and development plans, and will help with day-to-day management of the engineering team, as well as the company's transition from professional services-oriented point solutions to an SaaS product company.

Lui (pictured middle) will take the lead in the firm's optimization modeling, machine learning, AI, mathematical algorithms and predictive modeling. He worked previously as Principal Data Scientist and Senior Direct of Data Science at Catalina USA.

Barter (pictured top) will oversee datafuelX's product implementation with clients, and will serve as primary point person on promotion of its new M3 Data Driven Linear (DDL) all-in-one platform for Convergent TV, to publisher clients. She previously managed the customer success team for clypd and Xandr's TV Platform, after leading media planning, reporting and execution across a variety of advertising verticals.

Web site: www.datafuelx.com .