Maximize your cross-media revenue
with machine intelligence
Maximize inventory value across all properties
Enhance audience values with pinpoint targeting
Optimize campaigns across all platforms
Products that power cross-media
Revenue maximized for linear, addressable, Digital, OTT, Mobile and more.
BIAnalytix Planner™
Optimize cross-media campaigns
with guaranteed delivery
flip card for more...
BIAnalytix Planner™ maximizes ad revenue opportunities by optimizing cross-media campaigns and proposals across all advertising platforms through maximum inventory utility, precision pricing, and enhanced audience use. It assures that business can be booked and delivered according to the guarantee.
BIAnalytix Inventory™
Maximize inventory monetization
for efficient yield management
flip card for more...
BIAnalytix Inventory™ maximizes the value of audiences and advertising opportunities by aggregating inventory across all delivery platforms to enable allocation decisions and inventory optimization. It resolves questions of how much inventory is available to sell? And, what is the best way to monetize all inventory?
BIAnalytix Scenarios™
Accurately forecast budgets
using cross-media modeling
flip card for more...
BIAnalytix Scenarios™ integrates advertising sales opportunities with content monetization strategies to maximize cross-media revenues and transform business models for enterprise growth.
BIAnalytix Rate Card™
Advanced dynamic pricing
across all delivery platforms
flip card for more...
BIAnalytix Rate Card™ maximizes an organization's cross-media revenue opportunities automatically. Using a dedicated machine learning engine, it automatically generates cross-media rate cards based on sales demand pressure, seasonality, and inventory availability that compliments classic rate management strategies.
BIAnalytix Content™
Enrich content value
by leveraging all audiences
flip card for more...
BIAnalytix Content™ powers the media industry and is a media organization’s largest asset, as well as its biggest risk. BIAnalytix Content™ enables an organization to optimize delivery platform economics, acquisition costs and production investments to ensure the maximum return on investment (ROI) of content assets.
BIAnalytix Billing™
Consolidated client billing
for a single accurate invoice
flip card for more...
BIAnalytix Billing™ streamlines media billing operations by creating a single verifiable invoice from all transactional sales systems, generating accurate postings to financial systems for all advertising business, and delivering a self-service portal for clients to view their invoices on-line.
BIAnalytix Platform™
Enable cross-media workflows
with AI for Media™
flip card for more...
BIAnalytix Platform™ is a unique data-driven technology that instruments, measures and displays the performance of the entire media enterprise. It enables accurate valuations of advertising and content inventories, enhancing the use of audience capacities while optimizing campaigns across all platforms to maximize revenues with machine intelligence.
Solutions that maximize media revenue
Solving the most intricate cross-media challenges
Integrated CRM tool with data warehouse information
CHALLENGE:
A client needed to integrate consolidated corporate information to provide order, budget and invoice information to their CRM system. flip card for solution
Integrated CRM tool with data warehouse information
SOLUTION:
Decentrix provided a detailed granular integration with the client's CRM system, providing
aggregated sales, budget, and invoice information. As a result, the client now has a sales
reporting platform that is consistent with all contributing workflow systems, and uses this
capability to drive CRM performance reporting.
BIAnalytix Planner™
Employing marketing spot information against traffic verified
CHALLENGE:
Challenged with disparate sources of information, one containing marketing spot data and another with spot verification information, a client needed to analyze viewership associated with verified spots. flip card for solution
Employing marketing spot information against traffic verified spots
SOLUTION:
Decentrix determined the necessary logic required to tie the two datasets together and
produce a framework for interactive investigation and analytics. As a result, comparison of
verified aired spots with marketing data enables specific demographic viewership to be
determined.
BIAnalytix Planner™
Using near real-time traffic data to determine unsold avail periods
CHALLENGE:
The discovery of spot information changing too quickly to use the nightly unsold avail information led a client to seek ways of decreasing the refresh timeframes for unsold spot avail periods. flip card for solution
Using near real-time traffic data to determine unsold avail periods
SOLUTION:
Decentrix reduced the consolidated avail positions from 18+ traffic systems to a 30-minute
cycle compared to the previous 24-hour refresh providing near real-time avail information.
This has led to more accurate orders and support of better decisions for sales activities
internally and for partners.
BIAnalytix Planner™
Data extraction from Eclipse traffic and billing instead of EDA
CHALLENGE:
Frustrated by speed, timing lags, insufficient detail, data integrity and cost of the traffic vendor's reporting solution, a client sought a more efficient way of consolidating their data for robust reporting. flip card for solution
Data extraction from Eclipse traffic and billing instead of EDA
SOLUTION:
Decentrix developed a fast-extract capability from the traffic system to enable data to be
loaded into a facility that enabled rich reporting without timing issues on a high-frequency
basis without impacting the performance of the operational system. The client was able to
save significant costs related to unnecessary licensing, support and IT infrastructure
without attendant data synchronization and integrity issues.
BIAnalytix Planner™
A campaign planning tool with cross-media optimization
CHALLENGE:
The complexities of cross-media advertising sales challenged a client's account executives to construct deals in a manner that minimized inventory waste across all delivery platforms, delivered on the contracted guarantees, and without sales channel and operational conflict. flip card for solution
A campaign planning tool with cross-media optimization
SOLUTION:
BIAnalytix Planner™ was deployed enabling the precise planning and delivery of
household targeted addressable advertising. It was delivered as a service, on time with a
fixed budget. BIAnalytix Planner™ has delivered double-digit inventory efficiency
with corresponding revenue lifts. The success of this transformation is being extended to
support the operator’s remaining linear and non-linear advertising inventories.
BIAnalytix Planner™
Political and Q4 delivery challenges
CHALLENGE:
Being the busiest time of year a client has to combat the stewardship challenges that lead to under delivery during the political and fourth quarter holiday seasons for their addressable advertising business. flip card for solution
Political and Q4 delivery challenges
SOLUTION:
BIAnalytix Planner™ was used to help pricing and planning understand what business
could confidently be executed and justify higher CPMs to guarantee delivery. BIAnalytix Planner™
helped the client deliver double-digit revenue increases by utilizing their addressable
inventory better leading to a reduction in carry forward liability and higher CPMs.
BIAnalytix Planner™
Using external sales data to optimize sales opportunities
CHALLENGE:
A client did not know how to integrate external industry ad sales competitive data with their in-house data to evaluate the effectiveness of internal inventory utilization. flip card for solution
Using external sales data to optimize sales opportunities
SOLUTION:
Decentrix integrated external ad sales data into the client’s data warehouse, mapping
external and internal advertisers together for a comparison. As a result, the organization
can now identify sales opportunities by targeting advertisers with high television ad
spending that may not be currently doing business. This enables inventory management and
sales to shift media spending across different media types and allocate inventories
accordingly.
BIAnalytix Inventory™
A flexible inventory forecasting tool
CHALLENGE:
The need to view inventory across all syscodes, networks, and dayparts by day and identify unsold and undersold inventory by both priority and household CPMs, for both local and interconnect inventory was an essential inventory management function required by the client. flip card for solution
A flexible inventory forecasting tool
SOLUTION:
Decentrix developed a repository of future linear inventory, aggregated from all incumbent
traffic and billing systems. All corresponding spots with their associated CPM and priority
were enabled for selection by priority, HH CPM, and demographic. This has resulted in
increased awareness of inventory valuations and usage across audiences.
BIAnalytix Inventory™
Enabling third party vendors to sell excess ad inventory
CHALLENGE:
A client had unsold inventory that was being used for ultra low-margin direct response advertising and needed to surface these opportunities to third party vendors. flip card for solution
Enabling third party vendors to sell excess ad inventory
SOLUTION:
Decentrix worked with the client to identify hard-to-sell inventory and developed mechanisms
to operationalize the surfacing of that inventory to third party vendors. These vendors were
then able to sell that carved inventory at better rates to a larger and more diverse client
base. The company has increased its advertising revenue and has focused its internal sales
on only high-value opportunities.
BIAnalytix Inventory™
Using cross-media sales demand to optimize inventory allocations
CHALLENGE:
A client needed the ability to determine the optimal amount of advertising inventory by platform to allocate for cross-media sales. flip card for solution
Using cross-media sales demand to optimize inventory allocations
SOLUTION:
The client implemented BIAnalytix Inventory™ to aggregate the operator’s advertising
inventory across all available platforms. Inventory demands and pressures are now being
measured continuously enabling inventory allocations to be optimized in real-time in support
of contracted delivery guarantees across all platforms enabling inventory allocations to
align with demand forecasts.
BIAnalytix Inventory™
Marketing spot data to increase accuracy of advertising spots
CHALLENGE:
The implementation of marketing spots to enable measurements of viewership across a client's market, led to a realization that there was no capability to store, analyze, and leverage the resultant viewership information. flip card for solution
Marketing spot data to increase accuracy of advertising spots
SOLUTION:
Decentrix worked with the client to consume large scale marketing datasets which enabled subsequent analytics against various subscriber demographic attributes. This provides metrics in support of sales pricing and practices.
BIAnalytix Rate Card™
Automatic inventory pricing export across all sales channels
CHALLENGE:
A cross-media client wanted to unify the pricing sent to all internal and external sales channels (i.e. local, rep, agency, buying platforms), to ensure that all sales channels were working from the same set of pricing values. flip card for solution
Marketing spot data to increase accuracy of advertising spots
SOLUTION:
The client implemented BIAnalytix Inventory™ and created a uniform inventory
pricing methodology that could be delivered to all internal and external buying systems.
This has resulted in a formal foundation for all future sales models, from a pricing and
planning perspective. The client now has the ability to implement programmatic audience
based sales.
BIAnalytix Rate Card™
Integrating digital system data in to linear data warehouse
CHALLENGE:
With disparate systems for linear traffic ads and digital ads, the client had difficulty managing and valuating cross-platform selling opportunities. flip card for solution
Integrating digital system data in to linear data warehouse
SOLUTION:
Decentrix integrated separately sourced digital data into an existing data warehouse for
combined reporting and analysis allowing for deeper insight into web and mobile advertising
campaigns. Valuation of cross-platform products has allowed sales teams to optimize pricing
for linear and digital bundles. The solution also has allowed for consistent corporate
reporting and tracking across platforms.
BIAnalytix Rate Card™
Using audience profiling to target content and advertising
CHALLENGE:
A highly respected business-to-business media and information company with hundreds of profit centers was challenged in understanding how audiences interact with their portal. This was necessary in order to target both web content, as well as advertiser opportunities with targeted segments and subscribers. flip card for solution
Using audience profiling to target content and advertising
SOLUTION:
Decentrix developed a marketing audience database that contained both demographic data and
calculated behavioral attributes that are used for targeted campaigns, dynamic pricing and
content delivery. It has become the centerpiece of the company’s on-line marketing strategy.
BIAnalytix Rate Card™
Leveraging video-on-demand data to enhance advertising sales
CHALLENGE:
A client with a large dataset of free and paid video-on-demand (VOD) services had no way of quantifying and evaluating content viewership trends by demographic. flip card for solution
Leveraging video-on-demand data to enhance advertising sales
SOLUTION:
Decentrix worked with the client to build a capability to analyze VOD data captured by set
top boxes to determine accurate viewership of VOD content assets across various markets.
This information can now be analyzed against various subscriber demographic attributes for
better content usage metrics which also supports the enhancement of ad sales and user
experience.
BIAnalytix Content™
Marketing spot data used for locational accuracy of ad delivery
CHALLENGE:
The discovery that some content was being transmitted to incorrect subscribers because of the incorrect routing connections of node maps led a client to search for an accurate automated solution. flip card for solution
Marketing spot data used for locational accuracy of ad delivery
SOLUTION:
Decentrix developed a daily load of transmitted marketing spots and cross-referenced them
with network routing, identifying incorrect transmission destinations. Using this algorithm
and process, the client was able to operationalize the correction of physical engineering
errors causing spot content to be delivered to the wrong destination. The client now
manages this process with no help needed from Decentrix.
BIAnalytix Content™
A centralized content library for cross-platform use
CHALLENGE:
After a period of rapid growth including acquisitions and mergers, a client faced the task of unifying its different media libraries, meta-data and processes to create a unified data store that could provide that data in near real time to all content distribution points within the enterprise as well as support an external service flip card for solution
A centralized content library for cross-platform use
SOLUTION:
Decentrix unified the data structures with interfaces that enabled metadata to be accessed
by any authorized system in near real time. Since its release the unified structure and its
API have experienced 1000% usage growth. Multiple internal systems and external partners now
rely on the API for primary data retrieval.
BIAnalytix Content™
Production company automates title revenue reporting capabilities
CHALLENGE:
Client housed proposal data in one system and traffic system data in another. Both were needed to view advertising metrics and associated costs by selling title. The client needed the ability to view DR data with national data. All reporting and analysis was being done manually using spreadsheets. flip card for solution
Production company automates title revenue reporting capabilities
SOLUTION:
Decentrix loaded both proposal and traffic data into a unified warehouse and consolidated
all titles from across contributing systems. Once aggregated, Decentrix developed all
required analytical reporting for both content and DR unit inventory, ensuring that data was
consistently updated on a daily basis. Reporting with accurate and timely data is now being
provided for reporting and analysis on a daily business cycle.
BIAnalytix Content™
Consolidated billing for linear and digital media platforms
CHALLENGE:
A large geographic footprint and different divisional policies meant that each of the client's many linear and digital traffic systems were producing client invoices based on a non-aligned invoicing rules. flip card for solution
Consolidated billing for linear and digital media platforms
SOLUTION:
Decentrix deployed technology and workflow processes that enabled consistent corporate
business rules to create granular central billing system transactions. This enabled
accurate, corporate-wide integrated digital and linear billing which supported detailed
financial accounting adjustments. This technology is now integral to all of the client's
financial workflows.
BIAnalytix Billing™
Automating DR campaign performance reports
CHALLENGE:
Producing weekly campaign performance reports was a highly manual, time intensive, and error-prone process for the client. The accuracy and accessibility of the data severely limited analysis opportunities for enhancing advertising revenue. flip card for solution
Automating DR campaign performance reports
SOLUTION:
Decentrix operationalized spot verification loading with audience data on a weekly basis.
This allowed dynamic selection of audience demographics for analysis and reporting.
Accordingly, campaign reports are now automated and accurate. During the development it was
found that under billing was occurring and the correct data allowed the client to bill an
additional $200,000 per month.
BIAnalytix Billing™
Unified month end close report system
CHALLENGE:
Manual and disconnected reports with different business definitions were used to manually assemble month end close reports, leading to errors and missed deadlines. flip card for solution
Unified month end close report system
SOLUTION:
Decentrix leveraged transactions from a consolidated data repository to develop an
integrated and automated close folder system. The client is now able to produce consistent
and accurate month end reports across regions in a timely manner, enabling auditable results
and reporting ahead of schedule. This has freed up analysts to focus on valuable
optimization opportunities instead of manual report creation.
BIAnalytix Billing™
Enabling digital invoicing for media clients and integrating GL reporting
CHALLENGE:
The implementation of a new digital traffic system, meant that a client faced many challenges producing accurate digital invoices which aligned accurately to the GL posting needs of the finance team. flip card for solution
Enabling digital invoicing for media clients and integrating GL reporting
SOLUTION:
Decentrix installed BIAnalytix Billing™ during the digital traffic system
installation to ensure that the most granular transactions were captured and aggregated for
GL reporting and invoicing. Not only did this enable digital invoicing and accurate GL
reporting, the client now has a workflow enabling accurate billing with sophisticated
analytics providing detailed digital reporting for finance.
BIAnalytix Billing™
Aligning linear corporate codes to a digital operational system
CHALLENGE:
A client needed the ability to report on digital and linear revenue across common business attributes and codes that spanned linear as well as digital traffic systems. The challenge being that commonly used standard codes resided in the main linear traffic system while the digital traffic system needed to have these codes correctly inserted and updated to maintain synchronization. flip card for solution
Aligning linear corporate codes to a digital operational system
SOLUTION:
The Decentrix solution synchronized the two systems with the insertion of new records as
well as updating existing records. The client is now able to use the digital source system
for digital orders, unimpeded by manual financial workflows, as codes are continually
synchronized with the linear traffic system. This enables all revenue, to be reported,
compared and analyzed with common codes and attributes.
BIAnalytix Billing™
Accurate digital invoices and cross platform financial analysis
CHALLENGE:
As a client commenced implementation of their new digital traffic system, it became apparent that there was no mechanism to produce digital invoices and there was no mechanism for integrated financial reporting across platforms. Manual digital order summaries were sometimes inaccurately entered into their linear traffic system to produce memo bills. flip card for solution
Accurate digital invoices and cross platform financial analysis
SOLUTION:
Decentrix captured detailed billing transactions and posted them to an in-house billing
system for final invoice creation. Adjustments were fed back to the analytics layer to
provide accurate financial reporting and provide consolidated GL posting. The client can now
produce digital invoices and accurately report their GL postings across both linear and
digital ad sales.
BIAnalytix Billing™
Scaling existing data to leverage audience insights for new services
CHALLENGE:
The client had grown through acquisitions, resulting in corporate data scattered across many different source systems which prevented basic business questions from being answered. They were also blocked from carrying out complex analytics. flip card for solution
Scaling existing data to leverage audience insights for new services
SOLUTION:
Decentrix augmented an existing data warehouse leveraging Decentrix IP without a total
redesign resulting in aggregated and normalized data sourced across the enterprise from many
geographically dispersed source systems with an SLA providing service to over 5,000 sales
and finance users of more than 80,000 reports monthly.
BIAnalytix Platform™
Integrating CRM data into analytics for sales performance
CHALLENGE:
A client required the ability to track the sales cycle from leads through to recognized revenue while surfacing complex reporting through a central reporting repository. flip card for solution
Integrating CRM data into analytics for sales performance
SOLUTION:
Decentrix extracted key CRM data, integrating it with proposal and order information to
create integrated and interactive reports. The client can now track the status of leads,
proposals, and orders by AE and clients with consolidated reporting.
BIAnalytix Platform™
Implementing new presentation technology for interconnect analysis
CHALLENGE:
Increased analysis requirements on complicated interconnect metrics were stretching the capabilities of existing reporting technology, resulting in decision-making delays that translated into higher opportunity costs. flip card for solution
Implementing new presentation technology for interconnect analysis
SOLUTION:
Decentrix leveraged new tabular cube technology to deliver the increased performance and
flexibility required for the analysis of interconnect-wide, fully paced order line level
detail analysis and reporting. The solution enabled reports to be generated with
unprecedented speed and with high levels of detail saving analysts hundreds of hours each
year.
BIAnalytix Platform™
Aggregating disparate nationwide reporting
CHALLENGE:
The company had several regions across the US, each of which used their own traffic reporting systems, their own business practices, and their own definitions of business data. flip card for solution
Aggregating disparate nationwide reporting
SOLUTION:
Decentrix provided an integrated data repository with flexible AI-enabled master data
management. The solution extracted data from each source system and loaded it nightly into
a standardized data model for centralized reporting and analysis. The organization was able
to harmonize business reporting definitions and replace ad hoc and error-prone manual
reporting with a consistent set of standards containing valuable new metrics.
BIAnalytix Platform™
Using ad server logs to predict audience attrition
CHALLENGE:
The client tasked Decentrix with performing data analysis of third party ad server logs to glean information with regard to the effect of ad load on non-linear content viewership. flip card for solution
Using ad server logs to predict audience attrition
SOLUTION:
Decentrix leveraged both traditional data mining platforms and new descriptive analysis of
the data to develop AI-powered predictive models of viewer attrition rates. Decentrix was
able to highlight data where improved collection quality could improve prediction accuracy.
Additionally, Decentrix identified how dynamic and viewer-targeted placement could
significantly increase the revenue potential of content ads.
BIAnalytix Platform™
Radio broadcaster merges revenue analysis with TV division
CHALLENGE:
A large major-market broadcaster was seeking tools to help sellers evaluate advertiser spending across both their TV and Radio properties. The challenge was to consolidate and normalize their data currently housed in separate databases. flip card for solution
Radio broadcaster merges revenue analysis with TV division
SOLUTION:
Decentrix implemented their BIAnalytix Platform™ to provide a cross-media
consolidated view of inventory and revenue information across both television and radio.
This enabled access to key metrics across media groups interactively, accurately and with
immediacy, providing the single source of truth for the enterprise KPIs.
BIAnalytix Platform™
Clients that lead in cross-media delivery
We provide products and solutions
that drive maximum revenue outcomes
Videos crafted to inspire
E-Books built to educate
Blogs to spark imagination
Driving Ad Revenue with AI
Published by BIAnalytix Team on Dec 11, 2020
click to read article
What is cross-media advertising?
Published by BIAnalytix Team on June 19, 2019
click to read article
The Programmatic Experiment
Published by BIAnalytix Team on June 10, 2019
click to read article
Press Releases to keep you updated
Decentrix to Host Keynote Event
April 14, 2020
click here for full article
Decentrix Announces Service to Model Ad Budget Scenarios for the Coming Political Season
September 24, 2019
click here for full article
Decentrix Introduces Complete Cross-Media Platform for Advertising at National Association of
Broadcasters Show
March 20, 2019
click here for full article
What we do, and who we are
About Decentrix
Decentrix is a globally focused data technology company that has developed solutions which maximize advertising and content revenues across all media distribution platforms for Brand Advertisers, Telecommunications and Media and Entertainment companies.
Decentrix’s patent pending AI forMedia™ technology, powers our solutions for cross-media planning, inventory optimization, rate card maximization, FrictionlessTrading™, content ROI analytics and consolidated billing to maximize revenue opportunities with transformative intelligence. This uniquely focused capability builds on our deep industry experience and results in substantially enhanced revenue outcomes across entire portfolios of our client’s businesses including traditional linear, digital, addressable, and mobile media.
The BIAnalytix™ product platform is currently deployed in many top-tier media and telco enterprises powering their daily operations. All BIAnalytix™ products are mobile-enabled, powering enterprise teams with critical, timely, and profitable decisions that maximize advertising and content revenues in a rapidly changing marketplace.
Recognizing our deep experience in both linear and digital media, Decentrix’s clients uniquely position us as the trusted "Partner of Choice" for delivering their world-class, enterprise wide, cross-media solutions.
Leadership with deep industry knowledge
WAYNE M. RUTING
Founder, Chairman and CEO
flip card for bio
ABOUT WAYNE:
Wayne founded Decentrix in 2001 with a team of people with extensive experience in the
linear and digital media world. The goal was to build an analytics centric company
focused on the most challenging problems the media industry was facing with new emerging
technologies and platforms.
Wayne has previously been founder and CEO of a number of software companies over a
period of some 40 years. These businesses have provided solutions to Fortune 500
companies in the Media, Advertising, Entertainment and Telecommunications Industries in
over 40 countries around the world.
Prior to founding Decentrix he was Chairman of Clickthings, an innovative Internet
software development company based in New York. Coincident with that time he was also
Vice-Chairman and CEO of Columbine JDS, which he grew to be one of the largest global
providers of computer solutions to the broadcasting and advertising marketplaces, and he
was an investor in Encoda prior to it being sold to Harris. In a prior business, he also
had built the largest media software business serving the Asia/Pacific rim.
With and extensive background in astronomical research, communications engineering and
process control systems he holds a B.Sc. (Physics), B.E. (Hons 1) and M.E. Electrical
Engineering and CPU Design, University of New South Wales.
TARAS BUGIR
President
flip card for bio
ABOUT TARAS:
As President of Decentrix, Taras works with the Fortune 500 Media companies to enable
their data-driven approaches to business leveraging the Decentrix BIAnalytixTM
media-specific Analytics Platform. He has daily oversight on all aspects of development,
deployment and support of the total Decentrix product line.
Taras has worked internationally in 26 countries across five continents for more than
thirty years in the media industry spanning both business and technical requirements
across content and advertising. Formerly Worldwide Managing Director of Media & Cable at
Microsoft, Taras developed and executed enterprise strategies with the top 300 media
companies across the globe.
His senior executive experience has evolved from hands-on customer engagements while at
Oracle, Sun Microsystems, Harris Software Systems, Lintas Worldwide and Digital
Equipment Corp. Taras has also owned, co-owned and managed several businesses focused on
providing software, events, research and publications in media technology.
He has authored four patents on content management, and holds both a B.E. (hons) and a
M.E. in Computer Engineering from the University of Newcastle in Australia.
KEN BREEN
SVP, Enterprise Sales
flip card for bio
ABOUT KEN:
Ken is SVP, Enterprise Sales, for Decentrix and is responsible for all new business
sales opportunities across the Decentrix product platform. Ken joined Decentrix in 2014.
He has been a sales professional in the media industry for 30 years, having spent over
20 years in the advertising technology sales space primarily targeting the media ad
agency and TV network sales sides of the business.
Prior to joining Decentrix, Ken spent 19 years heading up sales as SVP Sales for Donovan
Data Systems and post-merger with Mediabank, Mediaocean. Prior to that he was a Sales
Account Executive at the NBC television network in New York, and previously held various
national broadcast & cable media buying positions at BBDO, Y&R and Saatchi & Saatchi
advertising.
Ken graduated from Penn State University with a BA in TV Production & Speech
Communications. He is a lifelong resident of New Jersey.
NANCY JEAN PENNICA
EVP, Chief Administrative Officer
flip card for bio
ABOUT NANCY:
As one of the original Decentrix founding team, Nancy is a senior executive with over 35
years of Media technology experience with oversight for a broad range of administrative,
human capital, and legal responsibilities.
As CAO, she oversees all admin related activities for the entire organization as well as
high level consulting engagement oversight for statements of work, NDAs, MSAs and
corporate contracts of any type. She provides strategic leadership for all major
corporate and new business initiatives and serves as the Human Resource EVP.
Prior to joining Decentrix she was Executive Vice President of Sales for Columbine JDS,
one of the largest global providers of software and service solutions for the
broadcasting, cable and advertising marketplaces. At the predecessor company Columbine
Systems, she had fulfilled roles including programming, management of project
development teams, and managing the total support and service organization.
Nancy holds a B.S. Degree from Buffalo State University.
MICHAEL A. LEDWICH
SVP Analytics, Chief Architect
flip card for bio
ABOUT MICHAEL:
Michael is the SVP Analytics, Chief Architect, with oversight of the product design,
development and delivery of advanced media analysis systems for Decentrix’s clients. He
joined Decentrix in 2006. A key focus has been on revenue forecasting and maximization
(yield optimization) across all digital and linear platforms and the enterprise data
warehouse and analysis architecture necessary to support those strategic solutions.
With an extensive development background in the media industry spanning more than 35
years he has designed application solutions for media and ad agencies in Australasia,
Asia, Europe, North and South American. These solutions extend across ad trafficking,
proposal systems, campaign management, media buying, production costing and financials
systems as well as advanced analytics solutions.
Prior to joining Decentrix Michael was Manager Consulting for Harris Corporation and the
predecessor companies of Encoda, CJDS and Columbine Systems.
Michael is author of number of white papers and patent filings and he holds a PhD in
Control Engineering, Cambridge; B.E. Engineering (Control); B.S. in (Mathematics).
MATT FERRIS
SVP, Product & Strategy
flip card for bio
ABOUT MATT:
Matt Ferris joined Decentrix in 2007 and currently is the SVP of Product & Strategy, overseeing the teams responsible for all aspects of the BIAnalytix™ product portfolio, encompassing activities from design to implementation.
With a tenured background in the advertising industry spanning 15 years, he has designed and implemented marketing and advertising solutions, solving a diverse range of business problems covering campaign targeting, attribution/ROI, campaign planning, inventory management, and pricing.
Prior to joining Decentrix Matt was involved in marketing technology in the resort and hospitality industry and the development of revenue optimization solutions.
PETER WICKWIRE
VP, Media Analysis
flip card for bio
ABOUT PETER:
With a deep knowledge centered around content management Peter’s primary focus has been
in the development of Decentrix’s Mediabase Content™ and the RetransFx™ platforms. In
addition, he has been responsible for extensive work in the design of client side
analysis dashboards and mobile deployment platforms.
Prior to Decentrix, he was the product manager and business architect managing and
directing the business intelligence solution based on broadcast and cable traffic
systems at Harris Corporation.
Previously, he spent over 15 years developing program management and rights solutions
for both the national and international broadcast and cable markets and directed their
installation for BMP, Columbine, CJDS, and Encoda Systems and consulted with programming
and content management teams around the world.
Peter also spent 10 years working at both independent and network affiliate stations in
a number of roles including engineering, operations management, and as a program
director. He holds BS degrees in Political Science and Education from Tufts University,
and a Masters of Science degree in Broadcast Research from Boston University’s School of
Public Communication.
MIKE MALCY
VP, Business Development
flip card for bio
ABOUT MIKE:
Mike has spent over three decades building and managing sales, marketing and product
groups in the media, cable, consumer electronics and broadcast industries both
domestically and internationally in over 43 countries.
Prior to joining Decentrix, Mike headed up sales at AdTech firm Visible World, now part
of Freewheel (a Comcast company) where he worked with cable, satellite, telco and
broadcast operators on programmatic and addressable advertising. Before Visible World,
Mike held senior positions with Alticast, Samsung and Sharp.
Mike graduated from the University of Connecticut with a BA in Radio, TV & Film
Production and Design.
