NEWS4 October 2017

Ex-Google directors launch consumer prediction platform

Data analytics Media News UK

UK – Two of Google’s former directors have founded a data management platform to boost the reach of digital content and ad campaigns using artificial intelligence (AI) and machine learning algorithms, called 1plusX.

As well as enabling brands and publishers to communicate more personally with consumers, 1plusX also delivers predictive insight back to brands and publishers, which can inform their product, service, content and marketing decisions.

Chief executive officer of 1plusX, Dr. Jurgen Galler (pictured) was previously Google’s EMEA product director and its chief technology officer, Professor Dr. Thomas Hofmann, was Google’s engineering director & site lead. They are supported by Joachim Schoss as company chairman.

The company has also hired Fiona Salmon as its UK managing director. She has previously worked in business development, publisher solutions and sales positions at Vibrant Media. She has also worked at News International, Emap and Trinity Mirror.

1plusX has already been deployed in German and Switzerland and opens its first office in the UK this month.

Salmon, said: “At best, brands and publishers are using ‘deterministic data’ – that’s the stuff they’ve gleaned from their customer relationship management system, or panel data of behaviours, characteristics and interests from specialised third-party data providers. However, deterministic data only tells them about consumers that are already known to them.

“What’s more, combining data sets into meaningful hyper-targeted campaigns which achieve commercially viable scale while retaining relevance to consumers has been the bane of many marketing technologies. 1plusX’s ability to easily composite deterministic and semantic data into meaningful defined audiences will be an incredible utility for the UK media and marketing industry.”

@RESEARCH LIVE

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