Dativa Names Michael Collette CEO

TV audience analytics firm formally known as Genius Digital
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Genius Digital, a company focused on audience analytics for TV, said it has rebranded as Dativa and become a services business following the sale of its technology assets to Verimatrix. 

In addition to the rebranding, Dativa has also appointed Michael Collette as CEO, with Tom Weiss taking on the role of chief technology officer and chief data scientist. 

Under the new name and business focus, Dativa said it now provides data strategy, engineering and operations services for brands, media and technology companies. 

Collette, an industry vet, was the founding exec of Cognitive Networks, a startup focused on smart TV ACR (audio content recognition) data that was sold to Vizio and rebranded as Vizio Inscape. 

“Collectively we have powerful expertise right across the TV market and a rare, holistic view of every type of TV data; whether it is Smart TV, over-the-top (OTT), or set-top box (STB) data,” Collette said, in a statement. 

Dativa has offices in San Francisco and London. 

Verimatrix acquired Genius Digital’s MiriMON technology and development team from Genius Digital in June.