Over the past few years, a phalanx of data scientists from Microsoft and other technology havens have been lured to Viacom, where they are busily calculating ways to help marketers place their commercials with more precision. Once known as “Project Gemini,” a reference to one of NASA’s earliest human spaceflight programs, the service — now known as Vantage — will soon be offered to a broader array of the company’s sponsors. This combination of Silicon Valley wonk and Madison Avenue hard sell comes as rivals are crafting similar efforts.
Source: Viacom Bets on Big Data to Amplify Audience Measurement | Variety