These days, everyone is talking about programmatic TV. Fact is, not all programmatic TV is created equal. i.Predictus was designed with one purpose in mind. To:


the waymediais

planned, bought and evaluated.


Using predictive analytics, i.Predictus evaluates every media buy and recommends performance-based changes in near real-time. In fact, only i.Predictus guarantees media placements so responsive, users see up to a 40% lift in ROI over their previous plans.

i.Predictus outperforms all other leading programmatic TV platforms combined.

Most media placements • Greatest response attribution • Highest rates of return
Easiest data visualization

Probable media efficiency improvement without i.Predictus

Probable week over week improvement with i.Predictus



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Aug, 25, 2015

The Attribution Solution

Solution to Attribution

Attribution. It’s a great word. Basically, it means proof, evidence or accountability. Many industries that trade in truth demand it – journalism, economics, accounting. In advertising and marketing, it means all these things as well, plus one: Where did the customer come from? To what do we attribute his or her behavior? Or, if you want to get technical (and Wikipedia does), “Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.” You might think of it as giving credit where credit is due.

As you might suspect, the key to meaningful cross-channel attribution is data and more data. There are several types of attribution models, including:

  • Single Touch Attribution (also called last click), which attributes a behavior or purchase to one single event such as a TV commercial or display ad.
  • Fractional Attribution, which gives equal weight to all possible media that influenced the trigger.
  • Algorithmic Attribution, which weighs various factors in predictive order and gives each a corresponding rating.

Google Analytics actually gives seven examples in their Attribution Model Overview if you’re inclined to drill deeper. Like the PSA says, the more you know. But more important than what attribution measures is what that measurement can mean for an advertiser. Let us count the ways:

  1. Insight into the effectiveness of all media in a single place.
  2. Ability to adjust spend accordingly – and immediately – based on results.
  3. An invaluable tool for strategizing future campaigns.

i.Predictus, for one, is on a quest to make attribution the new normal. We were recently awarded a patent for our process of ascribing the real-time value of a television airing throughout its entire life cycle, making it possible for marketers and agencies to hold every media plan to the highest standard ever.

Ultimately, attribution tells you about your customer’s journey and how they interact with your marketing.

Can you handle the truth?

Aug, 17, 2015

A Programmatic Pow-Wow on the Shores of Lake Tahoe

Monica Lenti at MPProgrammatic
By Monica Lenti
VP, Business Relationships, i.Predictus

I just arrived at Lake Tahoe, and it is every bit as beautiful as I had imagined.

Amazingly, this incredible spot on the planet had never been seen by a non-native-American until 1844. And today it is once again playing host to a group of explorers looking to establish a foothold in a new territory with dreams of endless opportunity and promise.

It’s time for MediaPost’s Programmatic Insider Summit, the new frontier is total accountability for every media plan, and i.Predictus, the company I work for, is leading the expedition.

The programmatic space is fascinating and I’m looking forward to meeting with my counterparts from across all sides of the category. To compare notes and learn of all the challenges and breakthroughs they’ve experienced as this new technology has so quickly evolved over the past five years. And discuss and perhaps even debate the many forms it could take over the next five.

What I’m most interested in hearing about is – with TV, video, display and mobile all migrating towards common platforms, data, and technologies – how will it impact measurement and attribution? And what does “programmatic” really mean these days?

And maybe while I’m at it, how much is a boat ride on this amazingly crystal clear, blue lake?

Aug, 12, 2015

New i.Predictus Patent Allows For New Standard of Accountability in TV Advertising

i.Predictus Patent Grantedi.Predictus, already the definitive leader in marketing and media automation for agencies and brands running large scale campaigns, takes programmatic to the next level of measurement. Last week, it received a patent for its proprietary process that ascribes the real-time value of a television airing throughout its entire life cycle. This breakthrough lets marketers hold every media plan to a standard never before possible.

Now, marketers can get the most up to date measure ever of an airing’s profitability. Using a graphical interface, they can choose from one or more of the following variables: by station or network, day part, product, creative, or offer. They can also access comparative views such as one or more networks in a specified time frame for one or more offers, or one or more creative units.

As extraordinary as the new i.Predictus patent is, the company’s ability to simply receive it is just as remarkable. Last summer’s historic Alice v. CLS Supreme Court decision has made the criteria for receiving patents on abstract ideas extremely difficult to meet.

But the stunning rise of i.Predictus extends well beyond this recent patent office victory. This is the story of a woman entrepreneur in New Jersey, Monica C. Smith, taking on the well-funded Silicon Valley boys club, and signing on investors at a faster rate than of all her competitors combined. Every month the company has some new innovation to tout and new clients signing long-term contracts. The patent is just the latest in a series of victories.

“Total accountability will be the new normal,” said Smith, adding, “Understanding consumer reactions to creative, product, and price is mission critical. Media is expensive, and in order to bring the best value to brands running large scale television and digital campaigns, there is only one solution: i.Predictus. We are on a mission to change the way advertising is bought and sold. Networks, rating conglomerates, media operating systems, and DSPs now know that transparency is critical. This opens the door to a whole slew of innovations in the near future, with a number of additional patents on the way. Who’d have thought that Silicon Valley and Madison Avenue would be turned on their ears by a marketing automation company from New Jersey? It’s a whole new ballgame.”

Aug, 5, 2015

Programmatic Gets Political

By Dawn Smith
VP, Enterprise Training and User Satisfaction, i.Predictus

The 2016 Presidential race is heating up but it appears that there may already be a winner: programmatic media. With political campaigns becoming savvier about using data to reach the right voters, smart TV money is starting to be placed on programmatic, which uses data-based insights and automation to target a more qualified audience with greater accuracy. According to political operatives, it’s all about value.

“There are absolutely opportunities to target undervalued inventory,” Daniel Huey, deputy director for Independent Expenditures at the National Republican Senatorial Committee told Adweek. There’s also money to be spent. It’s been reported that Jeb Bush’s Super PAC alone has already raised more than $100 million dollars, the lion’s share of which will be incorporated into media spend.

In the 2012 election cycle, it was the Obama campaign – and its groundswell of digitally native acolytes – who created a new media playbook by scooping up undervalued cable inventory and riding the key niche audiences to victory. This time around, programmatic is the new, new thing, allowing campaigns to more efficiently deploy resources and enjoy real-time accountability. The result: a lower cost per vote. What a country.

While the influence of programmatic ads on politics is clear, the benefits hold true for just about any brand or advertiser with the right data:

• The ability to more precisely target an audience
• To buy media more efficiently and change course easily
• The probability of greater return on investment

The i.Predictus programmatic media optimization and measurement platform, for one, guarantees a 30% lift in ROI to any client’s previous media plans. It doesn’t take an MBA to see the inherent opportunity in those analytics. While the vast majority of the record-breaking broadcast buy during election season will be spent on traditional channels, it’s easy to see how programmatic strategies could hold the key to the presidency of the future.

That’s change we can believe in.

Jul, 30, 2015

Data Breach Rocks Baseball

“There is an epidemic failure within the game to understand what is really happening. And this leads people who run major league baseball teams to misjudge their players and mismanage their teams. I apologize. “

Major League Baseball has a big data problem.

The St. Louis Cardinals, as reported in the New York Times, are under investigation by the FBI for hacking into the proprietary database (named “Ground Control”) of the Houston Astros, where a former Cards executive, Jeff Luhnow, is now the general manager. It used to be that hacking in baseball referred to Vladimir Guerrero’s approach at the plate. Now, instead of stealing signs, clubs are forced to protect passwords to protect a competitive advantage. It is a sign that advanced analytics, or “moneyball,” have infiltrated baseball so far that the government is now umpiring the dispute. In fact, it was data that got Luhnow interested in baseball in the first place.

“The minute ‘Moneyball’ came out, he read it and immediately was talking to me about, ‘This is perfect — this is what I need to do,’ ” Steve Campo, Luhnow’s friend and roommate at the University of Pennsylvania, told the Times, discussing the seminal book by Michael Lewis. “He thought he could add a lot of value.”

And did he ever. Luhnow is largely credited with building the Cardinals’ farm system into a juggernaut and assembling the core pieces of the 2011 World Series winning team. His ascent is not an unfamiliar trajectory anymore for the stat frat. Bill James, who pioneered sabermetrics and created many of the statistical innovations used in the game today, is a special assistant in the Red Sox front office, widely celebrated for helping the Red Sox win three World Series and talking the fan base off the ledge of the John Hancock building.

Baseball’s executive suites are now filled with people like James, data scientists and analysts not unlike the Peter Brand (Jonah Hill) character in the film version of “Moneyball,” who had an econ degree from Yale to go with the chip on his shoulder. Here’s Gene Collier from the Pittsburgh Post-Gazette on the revenge of the nerds:

“Baseball’s front offices are crammed to the windows with brilliant young people, each more elaborately educated than the next, whose very professional existence depends on the procurement and analysis of information. The Pirates currently employ a senior director of information technology, a director of baseball systems development, a manager of Information Technology operations, a quantitative analyst for baseball operations, and a data architect, baseball systems, among others in the overall data discipline. The Astros have a vice president for strategy and analytics, a senior technical architect, a mathematical modeler and, more famously, a director of decisions sciences, the estimable Sig Mejdal.”

Many baseball fans also consider themselves statistical experts in the field. Fantasy baseball is a billion-dollar business and sites like Draft Kings and Fanduel allow fans to put their money where their metrics are. The New Yorker recently profiled the Draft Kings operation, which has gone from the fringe of legitimacy to an official sponsor of Major League Baseball.

All of which is to say that baseball has gone from the realm of romantics, intuitionists and riverboat gamblers to numbers crunchers. Is it good for the game? Who knows? Who cares? But maybe the Houston Astros, who sat atop the AL West, shouldn’t take too much satisfaction in the Cardinals misfortune. As the Oakland A’s GM Billy Beane famously said in Moneyball, “When the enemy is making mistakes, don’t interrupt them.”

Jul, 20, 2015

i.Predictus Takes the Lead on TV to Web Attribution

i.Predictus, already the definitive leader in programmatic TV has now set the standard for web attribution, creating a model honed by millions of dollars in media investment and years of trial and error.

The result?  The most accurate TV to web attribution model in existence; allowing clients to optimize their media spend and increase ROI like never before.

How does i.Predictus make the connection between media airings and subsequent web activity? Well, it’s complicated. But the short, easy answer: more and better data.

The platform has several rigorous points of differentiation to traditional agency reporting, including:

  • Grouping web transactions into configurable increments of time (1:00, 2:00, 3:00, etc.) for absolute precision
  • Adjusting order date/time based on web data provider specs
  • Mapping transaction to offer by SKU level detail rather than generic URLs
  • Creating configurable order time windows based on media length
  • Geo-locating consumer’s location based on IP Address. Refreshed every 15 days to ensure the most up-to-date information
  • Re-attributing web transactions if a media airing is confirmed to have not aired

Dmitri Petrikov, VP of Client Services at i.Predictus attributes the success of the platform to both the longevity of its development and the scope of its capabilities. “The lens in which we reach our consumer is even more focused. We are able to better target our media dollars where we see the biggest impact in driving both web sales and retail units.”

Added Donald Gallant, Director of Analytics at Marketsmith, Inc, the company that originally created i.Predictus for its own use “Blood, sweat, tears and years of development went into ensuring that we have the most precise web attribution tool in the marketplace,” he said. “If you’re not using i.Predictus, you’re simply leaving money on the table.”

Due to the i.Predictus’ record of performance and it becoming the platform of choice for all the major media agencies, the company recently welcomed a number of major industry players to its growing pool of talent.

“We want to disrupt convention, jar the status quo, and make a real difference,” said Founder and CEO, Monica C. Smith. “Nothing does that better than a strong attribution capability. And frankly, ours is the best.”

From a client’s perspective, Marketsmith president Jill Draper heartily concurs. “As the definitive leader in making media drive consumers to web and retail, i.Predictus is yet another weapon with which we can dominate. It literally helps us drive billions.”

Jul, 16, 2015

Groupon Moves On

Groupon, the deal-of-the day startup that burst onto the scene and claimed to make $1 billion in sales faster than any business ever, is at something of a crossroads.  Known primarily as a “push” marketer, Groupon’s business model has been disrupted by the great disrupter of the decade: mobile.  With email marketing losing ground to search, Groupon’s goal is to become more of a marketplace for mobile search than an email blaster of local deals.

“We are now fully in the midst of the second stage of our company’s life cycle, having evolved from our daily email roots into a full scale local commerce marketplace,” CEO Eric Lefkofsky recently told investors.

Too little, too late? Not so fast, says Forbes, noting that Groupon’s mobile platform now accounts for over half of its business globally and hovers around 65% in certain markets.  They also finished 2014 on a high note, posting top-line growth of 20% to $925.4 million in Q4, which came in ahead of market expectations.

Time will tell whether Groupon can ultimately pivot successfully here in the U.S. but their influence grows unabated internationally, where Groupon clones are still a thing.

The most notable player in the field, by leagues, is Coupang, the South Korean e-commerce company that began as a daily deals website and in 2013 grew to exceed $1 billion in sales in just their third year of operation.  Last week, Coupang became the third venture capital-backed tech company this year to raise more than $1 billion in a single round of funding, joining the rarefied company of Uber and SpaceX.

For some with a certain poetic sensibility, however, Groupon’s success will always be measured by the charm and wit they employed to sell their wares; truly a mark of respect for their customers. For nostalgia’s sake, here’s a winning deal for a dentist from back in the day:

“The Tooth Fairy is a burglarizing fetishist specializing in black-market ivory trade, and she must be stopped. Today’s Groupon helps keep teeth in mouths and out of the hands of maniacal, winged phantasms.”

Talk about the art of the deal.

Jul, 9, 2015

At the Stock Exchange and in the Air, the Digital S*#t Hit The Fan

cyber-security-1Shortly before noon yesterday, the New York Stock Exchange came to a grinding halt due to “technical issues.” This was only a few hours after United Airlines grounded its entire fleet due to an “automation issue” affecting its reservation system.

Later in the day, United attributed the issue to a faulty router, which was replaced and the flights were back in the air, with residual delays.

The cause of the NYSE meltdown hasn’t been revealed yet, although both the feds and the exchange insist it wasn’t the result of a hacking.

These large-scale glitches (“über-glitches”?) serve to remind us that digital security has become perhaps the hot-button issue of our time. How much information do we knowingly volunteer? Is the government infiltrating our everyday lives in the interest of national security? Are our kids protected from stranger danger? Is that a drone in my Cocoa Puffs?

For marketers, it is a brave new world and it presents a conundrum: How to deliver meaningful and personalized content while preserving appropriate individual privacy.

As Foundation Capital’s Ashu Garg points out, all consumers will eventually expect and demand that their experiences with brands be uniquely tailored to the context that they’re in. What was once science fiction – Tom Cruise walking around being served targeted ads in “Minority Report” – is not so far-fetched nowadays.

“When retargeting took off, it was kind of eerie but now we take it for granted,” Garg says. “But as that personalization starts to transcend every experience we have with a brand, it’s going to mean that consumers and brands are going to have to find a new balance between what’s okay and not okay. There are huge challenges in our data and privacy that have to be solved for mass personalization to take off.”

We see that playing out most publicly, probably, with Facebook, where every change to privacy settings invokes another round of public debate that plays out, well, on Facebook. Most recently, The Guardian reported that Facebook tracks even users who opt out of Facebook, a violation of EU law.

The future of privacy is spectacularly speculative. Yet that hasn’t stopped the Pew Research Center’s Internet & American Life Project from tackling it head on with their recently released report “The Future of Privacy,” in which they asked 2,511 respondents one not-so-simple question: Will policy makers and technology innovators create a secure, popularly accepted, and trusted privacy-rights infrastructure by 2025 that allows for business innovation and monetization while also offering individuals choices for protecting their personal information in easy-to-use formats?

In short, 55 percent of respondents said no and 45 percent answered yes but, as usual, the more interesting takeaways were more nuanced.

  • Privacy and security are foundational issues of the digital world. In other words, we are in uncharted territory.
  • People are living in an unprecedented condition of ubiquitous surveillance. And we’re remarkably ambivalent about it.
  • People require little more inducement than personal convenience to disclose their personal information. Everyone loves a bargain.
  • Norms are always evolving, and privacy will certainly change in coming years. As William Goldman wrote about Hollywood, “Nobody knows anything.”
  • An arms-race dynamic is unfolding. Privacy technology vs. Privacy-penetrating technology.
  • Renegotiation and compromise will be a constant in privacy-security policy space. This is all about the balance between privacy, security and content.

For marketers that leverage data insights, it can be tempting to think that there is no limit to the useful data that can be curated in mapping the consumer journey. After all, the more you know.

But sometimes it’s helpful to heed the words of Einstein, who said, “Not everything that can be counted counts and not everything that counts can be counted.”

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Jun, 30, 2015

Programmatic Media: The What, Why and How

Dawn Smith, VP Enterprise Training and User Satisfaction, interviews Programmatic TV strategist Peter Seed about the what, why and how of programmatic: What exactly is it? Why is everyone suddenly talking about it? And how do you get started? With a storyteller’s knack, Seed touches upon the ever-evolving media landscape, the metrics for success and what the future holds for those who embark on the journey today. All brought to you by i.Predictus, the definitive leader in programmatic media.

Jun, 24, 2015

Leading Programmatic Media Platform i.Predictus Adds Industry All-Stars to Team

As the definitive leader in programmatic TV, i.Predictus’s rapid success demanded a huge boost in manpower. To fill this need, the company has been on a hiring spree, welcoming a number of major industry players to the platform company’s growing pool of talent.

James Phillips, a 17-year IT veteran, has joined the team as Senior Performance Lead. A master of Microsoft Business Intelligence, Phillips has been tasked with ensuring best practices are followed within the entire platform, including application and database design as well as its groundbreaking new Business Intelligence Module. Built on Microsoft Power BI, it has already dramatically reduced workflow inefficiency for clients and offers media buyers and sellers media analysis down to the individual airing level, making it possible to visualize data well beyond any other platform.

John Bontempi steps in as the company’s newest Vice President of Sales. A proven leader in the television space, he has held positions at prominent media groups such as Katz Television Sales and HRP, Inc. He has achieved record-setting share performance for multiple Hearst stations and held direct responsibility for many top markets. With Bontempi’s real world understanding of clients’ needs for a programmatic TV tool like i.Predictus he will lead the team to its aggressive sales goals for 2015 and help further solidify i.Predictus’s position as the industry’s go-to platform.

Hired earlier in the year, ETL developers Jerry Aclan and Bill Merk are critical components behind the company’s data-driven power.

Jerry’s 22 years of experience has been in all aspects of System Life Cycle Development. His knowledge and skillset will help i.Predictus make its data manipulation even cleaner and more efficient.

Bill has more than 14 years of database technology experience. He will be ensuring client data is flawlessly loaded so that the IP application is able to be refreshed daily.

“Bringing a Microsoft BI expert like James, media expert like John and developers like Jerry and Bill onto our team was crucial at this point in the game,” explains CEO Monica Smith. “Our new BI Module is fully integrated. Now so is our talent. Keep your eye on i.Predictus over the next few months. We’re gaining a lot of traction and are already changing the way media is being bought. So to use TV language, stay tuned.”

i.Predictus continues to seek people who want to disrupt convention, jar the status quo, and make a real difference. If this sounds like you, send your resume to Natalia Young at

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