Mass² Launches Deal IQ to Help Brands Generate Precise Attribution Models


Mass², a wholly-owned subsidiary of Nexstar Digital LLC, and premium provider of multi-screen digital advertising, today announced the launch of its Deal IQ technology. Built on data science and machine learning tech, Deal IQ leverages proprietary audience and inventory data from Nexstar’s owned and brand safe supply of 171 local broadcast stations and 2,000 direct publisher integrations. This unique approach maximizes ROI and unlocks predictive relationships for top brands, agencies and network demand partners.

Much of the industry’s 3rd party, off-the-shelf data lacks a clear methodology for classification and the recency to develop accurate audience models. Building off of the data foundation from Nexstar Media, in 100 different markets and providing 500MM+ impressions per month, Deal IQ’s first party data is collected and updated in real time, allowing their data science team to analyze the attributes of its clients desired audience and create a model to predict similar users.

“One of the biggest issues plaguing brand marketers right now is a lack of transparency,” said Marika Roque VP, Digital Operations at ?Mass². “With the launch of Deal IQ we are eliminating those barriers brands have to their engaged audiences with quality data that allows us to start from strength, not scratch when modeling towards their desired actions.”

Mass² suite of Deal IQ solutions is creating a new, trusted foundation for data and inventory exchange across the ad tech value chain. They include:

  1. Reach: Unlock scale and KPI efficiency through automated optimization.  Declare your KPI and let our machines do the heavy lifting.
  2. Inventory: Anticipate where converting audiences spend their time. Our data science team also creates exclusion groups to avoid targeting users that have already converted or are unlikely to convert.
  3. Audience: Expands target audiences with predictive audience matching. The audience solution takes a customized data strategy approach that is 100% transparent and defined in the front end to set parties up for success.

“To put all of this into context, a global insurance brand recently came to us with the primary goal of driving conversions in the form of quote requests. Using conversion rate as the KPI metric within the Deal IQ platform, our proprietary modeling approach performed 54% better than standard audience and contextual targeting methods,” continued Roque.

Since the Mass² official launch in February, the ad tech company has been committed to building the right team of data scientists and engineers to help create best-in-class products for their clients-- addressing the industry need when it comes to transparency, access to first party data, and marrying the right type of data and inventory. The company has established an unparallelled foundation built on data, enabling advertisers to reach real people by getting closer to their audiences and relying less on targeting based off of cookie ID’s.

About Mass²

Mass² works with top-ranked comScore partners to create unique activations for world-class brands across a variety of verticals. Mass² offers solutions across devices, including desktop video and display (including native), mobile video and display (including in-app video), and connected TV app video, including full-episode player streaming sites and set-top box. For more information, please visit

About Nexstar Digital LLC

Nexstar Digital LLC, a wholly-owned subsidiary of Nexstar Media Group, Inc. (Nasdaq: NXST), offers media companies and advertisers a comprehensive suite of leading digital solutions and services focused on optimizing audience targeting, user engagement and the overall performance of online, mobile and multimedia content and marketing campaigns. Nexstar Digital’s enterprise-class publishing platforms, mobile video monetization technology and professional digital agency services deliver powerful digital advertising and content monetization solutions to clients across the United States. Nexstar Digital products include Lin Digital, Tactive (powered by Lin Digital), Mass², HYFN, Dedicated Media, Lakana, Yashi and Kixer. For more information, please visit

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