Nine years ago, a group of data scientists from MIT Labs formed a partnership to more fully explore the use of data science in advertising and marketing. From this, dataxu was born. In those early days, however, it was difficult to get upper management at media companies to think beyond the standard datasets because the business model greatly relied on syndicated data research to track the business. "Our starting premise was the idea that the world of media, marketing and advertising would benefit from data analytics and AI," explained Mike Baker (pictured above), Co-Founder and Chief Executive Officer of dataxu. And his belief was well founded. Today the use of data science, algorithms and multi-sourced datasets to track the media business has become, as he noted, "orthodox wisdom."