Havas expands big data offering with MFG Labs purchase

Founded in 2009 by a team of mathematicians, MFG Labs uses advanced mathematics and algorithms to build decision support solutions that make sense of big data and Havas said the purchase was to bring a team of experts to support the data backbone of the group via its existing specialist data management platform Artemis and its trading desk network Affiperf.

In addition, the move will also enable MFG Labs to expand its digital services to other major Havas Media Group digital hubs around the world to deliver “creative data driven strategies”.

Dominique Delport, global managing director of Havas Media Group, said: “Two years ago we identified [MFG Labs’] impressive capabilities in the social data world. The next stage for us was to make sure we were able to bring them into the group to reinforce our solid foundations in data and this driving force to integrate data and content is paying off well.”

The acquisition follows on from the group’s acquisition of data analytics company ElisaDBI in the UK and Spain last month.