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Horizon Media, Mercury Media Sign iPredictus Deals
Direct-response media data can be complex and fractured and to help with the analysis, Horizon Media and Mercury Media have signed separate deals with ad tech platform i.Predictus, the DR data analytics specialist.
Both shops said they are integrating the i.Predictus platform into their respective proprietary data management systems.
"The software allows us to crunch television data in real-time and analyze the impact to phone and web sales within a clearly defined success criteria, in essence bringing the speed of digital automation tools to television," says Gene Turner, EVP, managing partner at Horizon Media.
“Mercury is constantly seeking new ways to provide the most powerful performance for our client partners,” said Andrew McLean, Mercury Media CEO. “Working with i.Predictus allows us to move toward buying outcomes through predictions of performance based on massive volumes of data.”