These 2 Tech Companies Are Combining Market Research With Programmatic Ads

Advertisers target consumers all the time online, but they don’t always survey a sample of the actual target segment to figure out their mindsets in real-time. Krux and Survata aim to make that tactic easier to execute. Krux, a data management platform, is announcing a data-science-as-a-service offering that leans on features called Krux Feed, which focuses on data, and Krux Cognitive, a machine learning system. The data feed is designed to free up marketers’ ability to leverage stats while using them in programmatic and other advertising scenarios. The machine-learning program involves an algorithm that helps brands test advertising models without human input.  Which brings us to Survata. The San Francisco-based survey company is a launch client for Krux’s new offerings, and it will mesh the two companies’ systems to offer…


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