LONDON--(BUSINESS WIRE)--MediaGamma has announced the launch of a new Audience Prediction product, which is set to make a major impact on the ad tech market. By applying deep learning to unique data sets, coupled with MediaGamma’s unique AI Decision Support Engine, the product is set to provide players in the ecosystem with over 90% certainty about a user’s interests and demographic profile. The new product will help people to navigate uncertainty to make better decisions, and a major telecoms company has already signed up.
The Audience Prediction product is the latest in a broad portfolio of products created by MediaGamma (http://www.mediagamma.com/), a spinout of University College London’s Computer Sciences Department. The start-up’s world-renown team of data scientists deliver bespoke real time, prediction-based data science solutions focusing on online user behaviour. Founded in 2014 by Rael Cline, who has a background in finance, and Dr. Jun Wang, an academic and data scientist, the company has since attracted a number of customers including the global telecommunications company. MediaGamma’s early backers and board members include Angus Bankes, CIO of Skimlinks and Founder/CTO of Moreover Technologies which was sold to Verisign, and John Taysom, founder of Reuters Venture Capital and a Board Observer of Yahoo and Infoseek. Taysom is also a visiting Professor at UCL’s Computer Sciences Department, and an investor in 16 companies that have had IPOs, with a strong reputation for spotting talent and opportunities within the university and tech sectors.
Rael Cline, Co-Founder and CEO of MediaGamma, said: “Our mission is to help companies harness the power of their customer data to drive better customer-centric products. All our products are about helping people to navigate uncertainty to make better decisions. Our latest development achieves this through our Decision Support Engine, the next generation of Artificial Intelligence. By analysing relationships and signals that are difficult to pick up in datasets, our AI Decision Support Engine can make digital businesses more efficient, more relevant and more profitable.”
John Taysom, an Angel Investor in MediaGamma and an early investor in Advertising.com (sold for $400m) and currently a seed investor in two of the 2016 Sunday Times TechTrack 100 Fastest growing UK Tech companies (Grapeshot and Performance Horizon) said: "MediaGamma is a great example of deep technology expertise from UCL matching up with external entrepreneurial talent to create a compelling business. The MediaGamma probabilistic Decision Support Engine was developed for the edge-case of real time web scale advertising, but the engineering required to make that work also makes it applicable to many other business applications - the deal with a major telecoms company underlines this. Helping humans make better decisions under uncertainty is a much more tractable use of the current state of AI than trying to implement generalised artificial intelligence, even if it garners fewer column inches.”
Angus Bankes, Chairman of MediaGamma, commented: “The UK is a major growth hub for Artificial Intelligence and this is a great example of the kind of data-science driven innovation being pioneered here. We believe that by applying the AI Decision Support Engine products to the challenges businesses face, we can affect a step change in the development of digital advertising, and potentially other sectors and the economy as a whole.”