Genius Digital, an expert in audience analytics for TV, has rebranded as Dativa, completing the company’s transformation into a services business, focused on providing data strategy, engineering and operations services for brands, media and technology companies.
As part of the expansion, Dativa has appointed Michael Collette as Chief Executive Officer. Collette has over 20 years experience working with media technology companies, and was a founding executive of Cognitive Networks, a pioneer in Smart TV ACR data. Collette is based on the US west coast and his appointment positions Dativa to build on its already strong position in the North American market.
“The emergence of diverse, strong sources of census TV data has started to transform the traditional television industry. In 2017, we see ‘Data Driven TV’ in the early stages broad, irreversible adoption,” said Collette. “However, there are a great many birthing issues. It is often difficult to find skilled, knowledgeable data science and engineering resources with know-how needed to effectively implement new data-driven strategies. This is the skills gap that Dativa can help to close.”
Collette adds: “Having worked extensively with brands and media companies to build and monetise data products, I see great need for the Dativa team. I’ve seen what this team can do and it’s very impressive. Collectively we have powerful expertise right across the TV market and a rare, holistic view of every type of TV data; whether it is Smart TV, OTT or STB data. This enables us to help companies every step of the way, which is why we are so excited about the opportunities for the business moving forward.”
In June this year, Verimatrix, the specialist in securing and enhancing revenue for multi-network, multi-screen digital TV services, acquired the MiriMON technology and development team from Genius Digital, now Dativa. Following this deal, Dativa retains the professional services team, data engineering team and data science team, and will be scaling resource in these areas.