Good question. DataXu’s vision is to make marketing smarter using data science; its mission is to enable the world’s most valuable brands to truly master marketing ROI. Based on that foundation, we offer a transparent, patented approach to real time decision-making, via award-winning* decisioning technology (*Forrester DSP Wave Q2 2015). The DataXu platform is built on an infrastructure that is fully extensible unlike other tech companies. Specifically, the DataXu platform allows operators to merge learnings and share predictive models across channels or campaigns in support of many use cases.
Additionally, beyond DataXu’s core #1 ranked DSP capabilities, there are four key areas in which its solution is differentiated from competitors:
1. Market Pulse: DataXu’s Market Pulse technology optimizes allocations of all marketing investments to drive sales using predictive analytics and design of experiments methodology.
2. Marketing Intelligence Center: Through the DataXu Marketing Intelligence Center, customers can unify media plans and performance data in real-time to understand and optimize across media and marketing investments.
3. Programmatic TV: Using emerging addressable media, DataXu is able to connect digital devices and measures digital conversions from TV investments. DataXu can run ATV, CTV or Linear PTV on behalf of clients.
4. OneView: With DataXu’s OneView technology, optimizing towards people and not devices becomes easy with our cross-device, multi-touch, attribution-aware engagement strategy.
5. 97% Fraud Free Guarantee: DataXu offers an industry-leading 97% Fraud-Free Guarantee to protect valuable customers from ad fraud; we will refund any fraud over 3% on campaigns.
Hope that helps answer the question! :)