Software company MediaMath has launched Helix, a new business unit designed to supplement the company’s online shopper data asset Adroit Shopper Co-Op. Helix positions advertisers with real-time, transactional, anonymized data multiple U.S. retailers aimed to enhance programmatic ad strategies.
By using the large scale data sets provided by MediaMath’s partners and clients, Helix is designed to build predictive audiences and help buyers enhance their database.
Helix has already been working with a limited selection of brands and agencies such as Pep Boys and iProspect.
“We believe there’s a better way to take advantage of valuable signal that is truly predictive in driving outcomes, and seamlessly tied to media planning and media buying,” said Joe Zawadzki, CEO of MediaMath.