has officially launched its predictive media buying tool, B.E.S.T. (Buy.Evaluate.Sell.Test.)
that utilizes its big data platform to improve the returns on direct response
tool had been in beta tests.
a statement, CEO Monica C. Smith noted that direct response TV is currently in
"a painful state" thanks to "high media costs, fragmented viewership, and a
lack of innovation" and that the new media buying tool would help overcome
those problems with better data to "give a clear ROI in near real time."
sometimes fear data inundation," said Christine Oliveri, VP client services,
operations at I.Predictus in a statement. "Our platform is designed to make
data accessible, manageable, actionable, and therefore accountable. This is a
tool that executives and marketers will use each and every day to reach their
target audience and boost revenue."
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