Dynata Buys Data Science Firm 0ptimus Analytics

First-party data platform Dynata has acquired AI and machine learning company 0ptimus Analytics, whose platform connects, models and transforms insights into activation in real time. Terms of the deal were not disclosed.

Founded in 2013, 0ptimus combines insights, data science, predictive analytics and proprietary software platform solutions to target advertising and promotion and drive brand growth. The firm's data creation and audience modeling technology enables audience segments to be built or updated within a matter of hours, in response to real-world triggers. Users of the company's platform can create on-demand insights on consumer behavior, attitudes, perceptions, activism, causes, trends and current events, drawn from the firm's opt-in panel.

Dynata says the buy will make it easier and faster for marketers to connect customer intelligence and insights into first-party, people-based audiences for media, marketing and CRM activation. This new addition, along with Dynata's recent acquisition of creative testing firm Ameritest, enables Dynata to offer clients an end-to-end suite of advertising solutions - from audience discovery, connected data and campaign activation to advertising effectiveness measurement and optimization.

Scott Tranter (pictured), founder and CEO of 0ptimus Analytics, comments: 'We believe that understanding the real behavior and true motivations of real people is the foundation of marketing success. 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'.

Web sites: www.dynata.com and www.0ptimus.com .