These 2 Tech Companies Are Combining Market Research With Programmatic Ads Krux and Survata offer data fluidity


AdWeek features the launch of Krux's DSaaS with launch partner Survata. 

Here's an excerpt:

Tech player Krux has developed interesting data science programs. Getty Images

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 Kognitive, 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. 

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