Science behind the screen

What is PROOF?

PROOF is a behavioral TV media planning, buying and optimization platform that helps your TV media buys increase their ROI. It is fueled by a massive behavioral database with $8.5B in historical results collected over 19 years in business. That data is paired with optimization tools and minute-by-minute response intelligence so you can measure the impact of your TV campaigns to maximize outcomes.

How does it all work?

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

Watch Video






Optimize Immediate Response


Optimize Business Impact


  • Plan


    A media research and planning tool that consolidates currently available syndicated audience data based on immediate response and purchase data. Discover inventory recommendations that will drive consumer response.

  • Request


    Our behavioral TV buying platform to place bid requests for TV inventory to meet your ROI goals. Over 50 seasoned TV buyers and deep network relationships allow unparalleled access to TV media inventory.

  • Optimize Immediate Response


    A web-based application that marries minute-by-minute response data (website traffic/calls to telemarketing center/downloads/registrations) and TV spot times. We provide managed services that upload buy and response data to measure the impact of your TV on immediate consumer behavior.

  • Optimize Business Impact


    Statistical modeling tools that measure the latent response of your television spend on revenue at the placement level. Visualize results through a web-based application to optimize your media and grow your business.

  • Fund

    Media Mix Modeling

    Marketing and budget planning tool used to allocate funds across various channels. Allows you to visualize results through a web-based application.

Featured Customers

About Us

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

  • Jane Crisan


    Coming from a background that includes marketing services, advertising, software develop and analytics, Jane provides organization leadership and strategic oversight of innovations at Leavened.

    Jane draws on over 30 years of experience in digital marketing, direct marketing and traditional advertising, having held executive management positions at Garage Team Mazda, T3, Wunderman-Team Detroit/JWT, Carlson Marketing Group and Organic. Her knowledge of performance and brand marketing campaigns, marketing data and software development gives her a unique perspective, allowing her to see gaps and opportunities in client data, measurement, and planning.

    Jane earned her MBA in Marketing and holds a B.S. in Decision Science and Marketing from the University of Oregon. Her career has taken her from Oregon to New York City to Detroit to Southern California and now Portland. Jane is grateful to have partnered with many great brands during her career that include Mazda, Ford, Chase, Sprite, Wayfair, 23andMe and Dodge.

  • David Kohel

    Chief Technology Officer

    David leads all technology initiatives across Leavened’s constellation of software solutions. A visionary product and technology executive, David has a proven track record in delivering new and disruptive products, increasing market share and revenue growth for industry giants including Nike, Kroger and ZOOM+.

    David pioneers technology products, leading design, development and engineering teams from concept through launch. Most recently as CTO of ZOOM+, he increased platform performance and scalability by 300x for the company’s most valued technology asset and launched a new online and mobile chat platform. David also reduced contract costs by $3.5M+ within one year.

    Prior to ZOOM+, David was VP of Digital Technology at Nike where he managed a $90M operating budget and a team of over 500. He launched Nike’s Consumer Digital Technology organization by driving a quality engineering culture across the organization. He built’s first mobile experience, shifting 30% of online ordering to mobile. He also developed and launched Nike fuelband’s mobile experience, increasing Nike+ YoY profits 18% and led a complete turnaround of’s technology organization, reducing product and engineering costs by 25%. Finally, he was instrumental in leading’s move to the cloud.

    David received his BA from the University of Delaware.

  • 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.

  • Sara Moorthy

    Chief Strategy Officer

    Sara leads the strategy group at Leavened with more than 20 years of experience in performance marketing 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 and earned a MBA and a Masters in International Business from Pepperdine University.

  • 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.

The PROOF's in the ROI

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

(877) 367-0582

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