The Predactiv People Model Represents a New Class of AI Foundation Models

The patent-pending technology now powers the audiences marketers have trusted for years, and opens new ways to predict behavior and understand customers.

PALO ALTO, Calif., Oct. 5, 2026 /PRNewswire/ -- Predactiv today detailed how marketers, agencies, publishers, and data owners can benefit from the Predactiv People Model, an AI foundation model built for marketing, introduced last week.

"Predactiv has been known for its data and technology. The Predactiv People Model brings the two together in a new way," said Dana Hayes Jr., CEO of Predactiv. "It makes our Custom Audiences even stronger and gives marketers new ways to find, understand, and target the people who matter most to their business."

Trained on data unique to Predactiv
The Predactiv People Model brings together Predactiv's proprietary open-web behavioral data with other powerful datasets to learn, from a holistic range of signals, the underlying patterns that predict behavior. The Predactiv People Model's behavioral foundation draws from more than 65 billion unique behaviors every month. 

What can marketers do with it?

• Unique audiences. Describe an audience in plain language, such as "people likely to buy premium running shoes in the next 90 days," and the Predactiv People Model builds it from real behaviors, tailored to each request. Since no two clients get the same audience, marketers won't be over-targeting the same group of consumers.
• Automatic modeling. The model generates a rich embedding for every user, which removes the feature-engineering step that has made predictive modeling slow and expensive. Lookalike, next purchase, and custom models can be built and deployed in minutes instead of weeks.
• First-party data, multiplied. Data owners can onboard their own data, understand who their customers are compared to the general population, and expand seed audiences into modeled, activation-ready audiences.
• Insights in plain English. Because the model's output can be translated into text, teams can ask questions like "What else do buyers of this brand tend to do?" and get answers grounded in real behavior.

"Lookalike modeling, audience creation, and insights were the first products to run on this model, and the results were telling," said Michael Gorman, Chief Product Officer at Predactiv. "Clients can now describe an audience or even just upload a brief to get a unique audience that their competitors cannot access. Instead of purchasing static audiences, advertisers can describe the characteristics they are looking for, or upload a seed audience, and have the system produce a custom, high-performing audience in near real-time. That only works if the technology understands people. Now it does."

Availability
The Predactiv People Model powers The Predactiv Data Platform and is available today through the platform, the Predactiv Platform API, and the Predactiv MCP Server, which lets teams build, size, and activate audiences from inside ChatGPT, Claude, and other AI tools.

Predactiv executives will be at Advertising Week New York, October 5-8, 2026. Join our panel session October 5 at 4:10 pm on the Tech Stage.  Michael Gorman will be joined by leaders at Yahoo DSP, Nexxen and Madhive. Gorman will introduce the People Model and its role in the future of advertising.

Learn more at predactiv.com/people-model/

About Predactiv

Predactiv is a data and technology company that helps brands, agencies, publishers, and data owners reach audiences and monetize data assets. Predactiv has built the Predactiv People Model, a proprietary AI foundation model trained on one of the largest independent behavioral datasets on the open web.

Predactiv turns its data and technology into audiences, consumer insights, predictive models, data enrichment, and activation, accessible through the Predactiv Data Platform, Platform API, MCP Server, and industry integrations. The company builds on almost two decades of behavioral data and AI development through ShareThis, a Predactiv Company whose technology provides signals across more than 3 million domains and 65 billion events. Predactiv is based in Palo Alto, California. To learn more, visit predactiv.com.

Media Contact
Audrey Levitan, Senior Vice President, Marketing and Business Development
[email protected]

SOURCE Predactiv