ZRO Fox, led by former Foxcatcher managing director David Gaskill, has launched a market data-focused programmatic solution for brands and agencies preparing for an increasingly AI-optimised future.
The ZRO Fox technology captures customer and brand data generated by digital properties such as mobile apps, websites and e-commerce stores. Focussed on understanding customer interactions to inform power enterprise AI applications across creative, media, CX and product.
As the world accelerates towards a future where an AI co-pilot exists for most applications, it will become vitally important to have the data inputs and prompts to ensure businesses are differentiated.
ZRO Fox makes the data fully available to clients through its secure platform, unlocking the full value of first-party data for a range of enterprise use cases.
The first use case will be its programmatic trading desk in partnership with Adform. Gaskill said the last 18 months have seen an explosion of AI-enabled productivity gains that provide never-before-seen generative solutions such as ChatGPT and Midjourney.
David Gaskill
“As businesses prepare for the (largely unknown) long-term opportunities, it will become vital to ensure the data required for customisation and prompting is available. ZRO Fox is the product and partner to futureproof your organisation and teams to fully harness a competitive edge,” he added.
Amy Jansen-Flynn, regional manager of APAC of Adform, said Gaskill’s commitment to delivering value had been a key driver behind the decision to come on board as the launch partner.
“With the ultimate deprecation of cookies finally underway, brands will need solutions that can deliver a holistic view of their media performance alongside data infrastructure that enables them to activate on these insights. We believe ZRO Fox will deliver.”
On the name of ZRO Fox, Gaskill told Mediaweek: “Foxes are agile, smart and adaptive to their environments. ZRO represents zero-party data or the brand-owned aspect of data, and the name came about in a moment of clarity during an ice plunge – literally ZERO!
“I’m a firm believer in the elements of focus and purpose, so zero distractions represent one of our key values,” he added.
ZRO Fox provides products and services to brands, creative and media agency partners and is headquartered in Melbourne, Australia.
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Top image: David Gaskill