He will be responsible for applying its social prediction technology within the retail, content and advertising industries.  

Day previously worked at WPP’s specialist media company, tenthavenue, which it closed earlier this year. He launched the business in 2011 and was its global CEO until April 2018. In this role, Day worked with industry partners across inventory owners and technology and data partners to evolve the channels, efficiency and measurement. 

Prior to tenthavenue, Day was the global chief operating officer of WPP’s GroupM media operations. Day was part of the original management team that launched MindShare globally, following more than a decade in a variety of senior financial roles for WPP subsidiary companies. 

Hugo Amos co-founder and chief strategy officer at Black Swan Data, said: "We're excited about the opportunities and experience Rupert brings with him as we enter the next phase of our journey. We have already established our pedigree and demonstrated the impact of our technology across CPG, retail and aviation sectors, with Rupert’s expertise, we'll be looking at diversifying across new sectors and markets."