Dynata, the world’s largest first-party data platform for insights, activation and measurement, announced it has acquired 0ptimus Analytics, an artificial intelligence (AI) and machine learning (ML) data science and technology company whose proprietary platform connects, models and transforms insights into activation at scale in real time. The acquisition of 0ptimus makes Dynata’s first-party data immediately more actionable, connecting it with trusted second- and third-party data in a seamless and automated way. Dynata’s connected data solutions enable clients to create, understand and activate custom audiences, enrich data sets and measure the effectiveness of advertising, all in a single integrated environment.
Since its founding in 2013, 0ptimus has been at the forefront of developing connected data approaches leveraging market insights, data science, predictive analytics, and proprietary software platform solutions to identify the right people and the right messages to drive brand growth. By adding 0ptimus’ portfolio of solutions, and deep expertise in data science, Dynata makes it easier and faster for marketers to connect customer intelligence and consumer insights into custom first-party, people-based audiences for media, marketing and CRM activation at scale.
This new addition, along with Dynata’s recent acquisition of Ameritest, a leading creative testing firm, enables Dynata to offer clients a complete end-to-end suite of advertising solutions — from audience discovery, connected data, campaign activation to advertising effectiveness measurement and optimization.
“We believe that understanding the real behaviors and true motivations of real people is the foundation of marketing success,” said Scott Tranter, Founder and CEO of 0ptimus Analytics. “We help clients understand who their real customer is and then target them for maximum engagement. We’re excited to join Dynata and continue to help brands in their efforts to understand and engage their audiences to drive demand and grow their business.”
“There is a natural synergy between 0ptimus and Dynata’s existing advertising solutions portfolio, leveraging our first-party data and connecting it to our clients’ data and third-party sources, which provides the foundation for better understanding audiences, creating models and activating campaigns to improve advertising effectiveness,” said Gary S. Laben, CEO of Dynata. “The addition of 0ptimus’ capabilities reinforces our commitment to helping our clients to not only uncover insights, but also activate these insights, measure results, and ultimately drive growth.”
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