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Dynata Upgrades Ad Marketing Solution, Acquires Øptimus Analytics

The move enables data insights with the AI and machine learning necessary to drive better campaign results.

David Pepin

Global first-party data giant Dynata has announced it is acquiring Øptimus Analytics, an AI and machine learning solution that focuses on turning data insights into effective activation strategies. With the acquisition, Dynata aims to upgrade its capabilities to help users enrich their consumer data and measure strategy effectiveness on a single platform.

“There is a natural synergy between Øptimus and Dynata’s existing advertising solutions portfolio, leveraging our first-party data and connecting it to our clients’ data and third-party sources, which provides the foundation for better understanding audiences, creating models and activating campaigns to improve advertising effectiveness,” said Gary S. Laben, CEO of Dynata.

“The addition of Øptimus’ capabilities reinforces our commitment to helping our clients to not only uncover insights, but also activate these insights, measure results, and ultimately drive growth.”

For Dynata, the acquisition enables the company to provide its users with end-to-end ad marketing solutions ranging from audience discovery and data collaboration to campaign creation and measurement. The acquisition of Øptimus supplements the data platform’s acquisition of Ameritest, a dynamic creative testing platform, only a week prior.

Øptimus contributes to Dynata’s mission its range of connected data, market insights, data science, predictive analytics, and proprietary software.

With this tool belt of features, Dynata aims to make it easier for marketers to connect consumer insights to customized audience engagement strategies. Since the company was founded in 2013, Øptimus has been a data science and technology company that puts insights to use to generate higher ROI levels.

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Dynata is one of the world’s largest first-party data platforms. Its features are designed to help users gather valuable insights, activation strategies, and analytics. Around the world, the company supports more than 62 million business professionals at companies such as Starbucks, Amazon, Spotify, Verizon, and Nestle.

“We believe that understanding the real behaviors and true motivations of real people is the foundation of marketing success,” said Scott Tranter, Founder and CEO of 0ptimus Analytics.

“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.”