Science behind the screen

What is PROOF?

PROOF is a behavioral media planning, buying and optimization platform that helps increase ROI in television, OTT, digital video and audio, while providing transparency into the process and speed of delivery at a lower cost to you. Whether you are an advertiser buying media in house or a media agency servicing multiple clients, the PROOF platform will help you optimize your budgets to maximize revenue.

How does it all work?

Five simple tools designed to help you increase ROI of your advertising investment. Our tools enable planning, buying, measurement and optimization based on consumer behavior.

Watch Video






Optimize Response


Optimize ROI


  • Profile – Advanced Targeting

    PROOF Advanced Targeting analyzes individual level data to identify segmentation scheme, propensity to purchase, look-a-likes, and Lifetime Value Models.

    Leavened media reporting displayed on laptop screen
  • Reach - ConsumerID

    PROOF ConsumerID finds pinpoint targeted media opportunities to reach your audience through individual level data insights.

    Leavened TV planning tool displayed on laptop screen
  • Optimize - AdResponse

    PROOF AdResponse is a web-based application that marries minute-by-minute response data (website traffic/calls to telemarketing center/downloads/registrations) and TV spot times.

    Leavened Signal Link tool displayed on laptop screen
  • Optimize - AdImpact

    PROOF AdImpact allows you to gain placement level optimization insight in television, OTT, video, and audio media to increase the impact on revenue.

    Leavened placement ad analysis charts displayed on laptop screen
  • Fund - Marketing Mix Modeling

    PROOF MMM applies industry tried and true techniques for analyzing the mid to long term impacts of advertising on sales. Using media memory decay and audience saturation via an iterative hypothesis testing engine to optimize spend by tactic.

    Leavened media mix modeling charts displayed on laptop screen

Featured Customers

  • Client company logo Client company logo in color
  • Client Consumer Cellular logo Client Consumer Cellular logo in color
  • Client Peloton logo Client Peloton logo in color
  • Client Eyeconic logo Client Eyeconic logo in color
  • Client BISSELL logo Client BISSELL logo in color
  • Client Smile Direct Club logo Client Smile Direct Club logo in color

About Us

Leavened was developed by agency media professionals and data scientists with over 20 years of performance-based media experience. Get to know some of them below.

  • Headshot of Chief Product Officer Baylen Springer

    Baylen Springer

    Chief Product Officer

    Baylen leads the product group at Leavened with over 15 years’ experience in marketing analytics and product development. Baylen specializes in providing innovative solutions to client’s measurement and optimization needs.

    Before joining Leavened, Baylen was the Senior Vice President, Digital Media Analytics at Team Detroit Inc. (now GTB), working with such clients as Ford Motor Company, Lincoln Motor Company, Scotts, Bosch, and Compuware. While there, he provided insight, analysis and measurement solutions for all digital media initiatives and integrated these initiatives with holistic, cross-channel analysis. Prior to that Baylen was a software engineer at Beyond Interactive (now part of Media Com) building proprietary reporting and analytics tools.

    Baylen received his B.S. in computer science from the University of Michigan and an MBA from the University of Michigan Ross School of Business.

  • Headshot of Chief Strategy Officer Sara Moorthy

    Sara Moorthy

    Chief Strategy Officer

    Sara leads the strategy group at Leavened with more than 20 years of experience in performance marketing, media, and data analytics. Sara helps her clients develop strategic marketing plans, design marketing infrastructures to support the measurement of marketing, and establish tools for campaign measurement.

    Prior to starting at Leavened, Sara has worked as a strategic planning and analytics lead at DraftWorldwide (Now FCB), Y&R/Wunderman, McCann Relationship Marketing, and Publicis. In 2006, she co-founded a digital and CRM agency in San Francisco, which was later purchased. Her clients have included Google, GoPro, Sprint, Microsoft, Intuit, Hewlett Packard, Adobe, Electronic Arts, and Toyota. Sara has won many awards for her past work, including an Addy from the American Advertising Federation, a “ONE Show” Interactive Award from the ONE Club which champions excellence in advertising and design, an NCDM Database Excellence Award, and several ECHO awards from the International Direct Marketing Association.

    Sara graduated from Indiana University's Kelly School of Business with a Bachelor’s of Science and earned a MBA and a Masters in International Business from Pepperdine University.

  • Headshot of Director of Data Science Dave Smith

    Dave Smith

    Director of Data Science

    David leads the data science initiative at Leavened with over 15 years of experience in marketing analytics. David specializes in finding solutions to clients’ needs through data driven insights.

    Before joining Leavened, David managed predictive modeling for American Express Global Merchant Services. Prior to Amex, David built the predictive modeling suite for Bloomingdales’ email marketing segmentation. David’s agency experience includes Omnicom’s Annalect as well as work across all four Group M agencies. During his agency tenure, David has worked on accounts such as P&G, AT&T, Nissan, Coca-Cola, Reckitt Benckiser, Bayer Pharmaceuticals, Diageo, Scott’s Miracle Gro, Panera, KFC, BMO Harris, and Chobani.

    David graduated from SUNY Plattsburgh with an undergraduate degree in mathematics.

  • Headshot of SVP, Technology Rian Schmidt

    Rian Schmidt

    SVP, Technology

    Rian leads all technology initiatives for the development of Leavened’s PROOF platform.

    Rian brings over two decades of experience driving strategy, process and culture, with hands-on coding and infrastructure architecture skills.  Most recently, Schmidt was the CTO of Vadio, Inc., where he was responsible for the development of a streaming video platform that powered Shazam's video service and Pearl Travel Tech, a SaaS startup providing immigration assessments to Fortune 100 enterprise clients. He previously worked at Amazon as the Head of Labs Technology for Zappos.

    Rian received his Bachelor of Electrical Engineering degree from the University of Minnesota-Twin Cities, and his MBA from the Stanford Graduate School of Business.

The PROOF's in the ROI

Call today to discover how we can help you maximize your advertising budget.

(877) 367-0582

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