The acquisition of 0ptimus makes Dynata’s first-party data “immediately more actionable, connecting it with trusted second and third-party data in a seamless and automated way”, according to the company.

Since it was set up in 2013, Optimus has developed connected data approaches, leveraging market insights, data science, predictive analytics, and proprietary software platform solutions in order to drive brand growth. 

This new addition, along with Dynata’s recent acquisition of Ameritest, a creative testing firm, is said to enable the company to offer clients a complete end-to-end suite of advertising solutions. These range from audience discovery, connected data and campaign activation to advertising effectiveness measurement and optimisation.

 “There is a natural synergy between Optimus and Dynata’s existing advertising solutions portfolio, leveraging our first-party data and connecting it to our clients’ data and third-party sources, which provides the foundation for better understanding audiences, creating models and activating campaigns to improve advertising effectiveness,” said Dynata chief executive Gary Laben.

“The addition of Optimus’ capabilities reinforces our commitment to helping our clients not only to uncover insights, but also activate these insights, measure results and ultimately drive growth.”