i.Predictus adds executive firepower to transform programmatic TV

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Jul 08, 2014, 12:48 ET

PARSIPPANY, N.J., July 8, 2014 /PRNewswire/ -- i.Predictus announces the recent addition of Nancy Gallo to its executive leadership team. Gallo joined the i.Predictus executive leadership team on June 16^th in a major move to assert i.Predictus' leadership in the programmatic TV and media industry. i.Predictus is a revolutionary demand-side media platform that consolidates and validates all agency and client data, and marries current adtech capabilities with a trading interface.

Nancy Gallo, EVP General Manager, i.Predictus (PRNewsFoto/i.Predictus)

i.Predictus. The world's first demand-side television platform with ALGO POWER (PRNewsFoto/i.Predictus) (PRNewsFoto/i_Predictus)

Gallo fills a key role within i.Predictus in its bid to be a leading programmatic platform capable of managing all television media formats. Gallo is a dynamic leader specializing in multi-channel media, database marketing, modeling and customer scoring. She has held numerous executive positions at global organizations, consistently transforming marketing mix, media efficiency and identifying and executing breakthrough solutions for fast-paced growth in top line and EBITDA.

In her role as Executive Vice President and General Manager, Gallo oversees sales & marketing, client relations, board relations and unifies Parsippany and offshore teams. "Consolidating, validating and cleansing data so that informed, prompt actions can be taken is one of the greatest challenges for marketers and agencies," CEO Monica C. Smith explained. "i.Predictus is doing just that, in near-real time, complete with call center and web attribution, using our patented algorithm and trading interface. Unprecedented visibility to fully-attributed media performance plus the ability for clients to improve media efficiency with one click; we're transforming what's possible."

With a powerhouse executive team composed of experts in their respective fields, i.Predictus makes it possible to process large amounts of data and give a complete view of media ROI faster than any other platform on the market. It is the only demand-side television platform that streamlines the cleansing and preparation of data while producing the most dynamic, comprehensive view of media performance available.

Using their unique FINDROI process, within in 30 days iPredictus shows users a guaranteed 30% improvement in media efficiency and shows them how to repeat and build upon that improvement.

With the addition of Gallo, the executive team is nearing completion and expands its dominant presence in the marketplace. i.Predictus is now bringing adtech into the programmatic media space to increase its clients' advertising ROI at an unprecedented rate.

About i.Predictus
i.Predictus was founded in 2011 by a group of strategic marketers obsessed with creating an automated process of improving media efficiency for large television advertisers. Realizing that the data needed for automation was scattered across multiple media channels and sometimes trapped in decentralized databases and spreadsheets, the company's founders resolved to create a best-of-breed data-convergence infrastructure from the ground up. Without clean data, they realized, any decision-based automation was impossible.

The first version of i.Predictus, launched in 2012, used the company's patent-pending process of scoring historic airing performance based on 117 data points to project future media performance. The end goal was to support a process of constantly improving the return-on-investment generated from large direct-response television campaigns. i.Predictus has since been engineered to address multiple television formats, including brand television, short-form and long-form advertising, as well as both linear and on-demand broadcast television.

As a leading demand-side platform, i.Predictus is a prime example of how programmatic television methods can combine data convergence strategies with algorithmic decision making.

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SOURCE i.Predictus