Stellar Line-Up for New Behavioral Data Firm Tenetic

In the US, an A-list line-up of MR industry figures led by Circana Chairman Tod Johson has launched a consumer behavior platform called Tenetic. The team also includes John Bremer, Bill Engel, Bill Livek, Kathi Love, Darren Person, John Rose, Karyn Schoenbart and Chris Wilson.

Tenetic promises actionable insights for media companies and advertising agencies, and launches with coverage of more than 200 local US markets, already processing 'trillions' of consumer behavioral attributes across hundreds of millions of US consumers.

Johnson led The NPD Group in roles including Executive Chairman, founded Media Metrix and in addition to NPD/IRI success company Circana is the current Chair of CivicScience. The team's combined experience includes leadership roles spanning Boston Consulting Group, Toluna, Rentrak/Comscore, McKinsey, GfK MRI, Scarborough and Simmons Market Research, among others.

The founders say the new platform represents a fundamental shift in consumer measurement and optimization, providing real-time, actionable intelligence across all media, integrating large-scale consumer survey data from CivicScience with extensive behavioral and purchasing data. CivicScience's data - derived from hundreds of millions of responses per year across hundreds of premium digital publishers - 'eliminates traditional research recruitment methods' high costs and biases' according to the firm.

Johnson says the firm is 'not just announcing a vision' but already 'launching with robust capabilities that transform how media companies and advertisers understand, reach and value their audiences... combining advanced AI technology with comprehensive behavioral data to drive real business outcomes from day one'.

'Our always-on analytics and insights engine processes billions of data points daily' says Livek. 'This allows our clients to identify and act on market opportunities faster than ever, with confidence from comprehensive, real-time data'.

The firm is online at www.tenetic.com .