Decidata

Decidata operates as a television ad analytics and moment marketing firm, providing a platform that bridges offline and online advertising campaigns. Founded in 2015 by Jean-Matthieu Grappe (CEO) and Cyprien Grau (COO), the company originated in Mexico City and has since expanded its operations across Latin America. The founding duo combined their expertise to address a gap in the market; Grappe brought experience in project management and information technology from his time at companies like Netgem and Bombardier Aerospace, while Grau's background contributed to the operational and strategic direction. Since its inception, Decidata has secured approximately $1.1 to $2.08 million in funding through various rounds, including support from investors like MassChallenge, Open Future, and ON Ventures, which has fueled its growth and technological development.

The company's business model is centered around its proprietary technology that monitors and analyzes television and radio commercials in real-time. This allows clients to synchronize their digital advertising efforts with offline media events, a strategy Decidata terms "Moment Marketing". Revenue is generated through fees and a percentage of the managed campaign budget, with a typical minimum budget requirement of $5,000 USD. Decidata serves a diverse client base, including major brands like Adidas, Bayer, and Coca-Cola, as well as advertising agencies and media operators such as TV and radio broadcasters. By working directly with media owners, the firm helps them to better monetize their advertising inventory.

Decidata offers a suite of modular solutions built on its AI-powered platform, "PerformanceAI". A core service is the ability to track the digital impact of television commercials, measuring metrics like website traffic, lead generation, and conversions to calculate the return on investment of offline ads. Its technology utilizes computer vision, and audio and image recognition to detect specific ads. Clients can then automatically trigger digital campaigns across various platforms to coincide with their own TV spots or those of their competitors. The platform also provides detailed analytics, including frame-by-frame audits of broadcasts, and allows for the management and optimization of campaigns to improve performance. This integrated approach enables advertisers to execute cross-channel strategies, reaching audiences across multiple screens with timely and relevant content.

Keywords: TV ad analytics, moment marketing, cross-channel advertising, offline to online marketing, ad synchronization, marketing attribution, programmatic advertising, media monitoring, AdTech, real-time advertising, digital campaign optimization, radio ad analytics, PerformanceAI, Drive-to-Web, media ROI, advertising technology, video content analysis, audience analytics, multi-screen marketing, competitor ad tracking, ad broadcast monitoring