datafuelX Wins Patent for precisionX Audience Tool

New York-based television ad optimization specialist datafuelX has been awarded a U.S. patent for the proprietary technology behind its dynamic reach and frequency tool, precisionX.

datafuelX was launched three years ago in New York by long-time media industry execs Jay Amato, Howard Shimmel and Spencer Lambert. The firm uses predictive analytics solutions to forecast and optimize advertising audiences and outcomes.

precisionX is used to power exposure models for linear audiences, allowing them to be included in cross-platform activation alongside addressable and digital TV. The tech models individual viewing characteristics and incorporates real-time ad exposure data, then dynamically exports consumer ID files grouped by exposure levels for more precise targeting beyond linear spend, ensuring that any addressable media impressions served are complementary to linear TV.

'Today, the lack of control over linear and CTV reach and frequency results in wasted impressions among consumers receiving excessive ad exposure' says Head of Strategy Shimmel (pictured). 'This is driven by an increasingly fragmented viewership landscape and distinct ad delivery systems, preventing a holistic view of consumers and posing challenges for both buyers and sellers. With precisionX, we can enable publishers to deliver an integrated cross-platform campaign, providing true cross-platform reach and frequency currency management, and more targeted, effective campaigns with far less waste'.

Jo Kinsella, who is Global President and COO at XR Extreme Reach, and like Shimmel is a datafuelX Board Member, comments: 'datafuelX's patented platform marks a major step forward in cross-platform audience activation. This innovation empowers datafuelX to deliver faster, more accurate insights, giving them a distinct competitive edge in the industry and positioning them as a leader in intelligent, large-scale data analytics that drives meaningful outcomes for clients'.

The firm is online at www.datafuelx.com .