Havas Media acquires big data firm, MFG Labs

Havas Media has acquired big data and digital specialist, MFG Labs for an undisclosed amount. The move will strengthen Havas’ big data capabilities while it will enable MFG Labs to expand its digital services to other major Havas’s digital hubs (US, UK, LATAM, APAC, and India).

Havas Media has acquired big data and digital specialist, MFG Labs for an undisclosed amount. The move will strengthen Havas’ big data capabilities while it will enable MFG Labs to expand its digital services to other major Havas’s digital hubs (US, UK, LATAM, APAC, and India).

MFG Labs will work with communication network’s existing specialist data management platform, Artemis and its trading desk network, Affiperf. It will provide in-house machine learning algorithms. Havas had acquired data analytics company Elisa DBI in the UK and Spain last month.

Dominique Delport, Global Managing Director of Havas Media Group, said “We are delighted that our genuine passion for data has won the support of two of the greatest mathematical minds in the business and their talented team. We have been working with the MFG teams for many months to expand and extend our leading data and content services to our clients around the world and the feedback we have had has been outstanding.”

Pierre-Louis Lions, MFG Co founder concludes”We join the Havas Media Group at a unique moment where quantitative methodologies and Big Data analytics are becoming the key to media performance.  For an intrinsically quantitative and programmatic spirited team like us these are exciting times.”

Founded in 2009 by a team of renowned mathematicians, MFG Labs uses advanced mathematics and algorithms to build decision support solutions that make sense of “Big Data”. Their recent work includes the conception and implementation of Warner Bros. France digital strategy: My Warner the social relationship management programme.