About Us

Our Mission

Using human emotion and Artificial Intelligence, Centiment helps brands, advertisers and other partners create truly native and ethical advertising experiences for their ideal customers.

Our Story

At Centiment, we are focused on equality and ethics, we bring these to the world of advertising in the form of human emotion, intertwined with artficial intelligence.

We use these things to resolve a problem we are all facing:

The serving of irrelevant, and sometimes detrimental ads and content to the wrong audience.

We have all been victim to that online ad or pre-roll video that follows a user around the internet, just because you happened to visit a website once. For some this extends beyond just annoyance to being squeezed into online echo chambers, which limit economically, psychologically and emotionally.

Poor experiences like this have led to the unprecedented rise in ad blockers.

Add the limited contextualized targeting capabilities that brands can use for their video advertising campaigns, coupled with the lack of emotional insights available to ad content creators and marketers, it's not surprising that campaign managers are struggling to justify their video ad budgets.

Our team of data scientists and media psychologists recognized these problems and are only at the beginning of our journey to create a AI-driven products to help brands and agencies to:

  1. understand their audience better
  2. emotionally optimize written and visual content before release
  3. target the right audience at the right time.

How we help brands improve their video ad targeting capabilities

Big data + AI + Social Sentiment Inputs = Centiment Emotional Persona Profile

Our business model is an API call.

Deployed within a real-time bidding environment, we apply machine learning so that these emotional personas are refined over time, allowing brands to place their ads in front of an emotional lookalike audience:

  • who have displayed an interest in the product previously
  • is the correct personality type
  • is in the right mood

Our Cognitive Cloud allows brands to create a truly native video advertising experience, only targeting the viewers who will benefit most from an advertising decision.

How do we help content creators optimize their offering?

Our Video Valuation and Emotion Engine help content creators understand the tone, personality and emotional buttons they are pushing with their content and optimize their draft content in pre-production.

Our Emotional Search tool helps marketers and brand managers understand the social sentiment and emotion of their brand or competitors, providing real-time insights that can be used to develop a PR or advertising strategy.

Our Team

Senior Management

Micah Brown

Founder and CEO

Micah is a visionary technologist with an intersection of skills consisting of data and algorithm understanding, HCI-centric digital technologies, financial services, financial engineering and media services.

He has over 10 years of experience (up to SVP) across companies like Aon, Barclays, NBC and Viacom. Micah has a deep technological understanding and also a strong commitment to social causes; at the centre of Centiment and FilmFundr are the need to level the playing field in media for minorities.

Tim Wilson

Co-Founder and CTO

Tim's passion for computer science started aged 13. Now 14 years on, he's worked with organisations from Amazon to Virgin. His heavyweight skill set includes working with big data, user behavioural analytics, performance and conversion optimisation and emerging tech across the wide spectrum of web development.

After many years working at senior level he started his agency, Pxxl, providing web development and insights for big brands.

He is a hands-on CTO and a solid, all-round "full stack" developer with experience in server management and software development, right through to front-end development, graphic design, user experience (UX) and multi-variant testing - all at a senior/expert level.


Kamil Rogalinski

Senior Director of Dev Ops

Kamil brings everything from being a next-level, dynamic developer up to CTO and leadership experience to the team.

His education (MS in Applied Computer Science, in Management and doctoral studies in Automatics and Robotics) plus over ten years of diverse experience across the world, includes web development for Internal Administration Systems, Portals, Web Applications and Project Management.

He has very strong skills in management, mobile technology and advanced technical knowledge including computer hardware, networking and server administration.

Dominic Martino

Senior Data Science Developer

Dominic is a Full-Stack Java Developer who has covered most areas in the e commerce space from tracking pixels to improving application server response times. Dominic has worked with Virgin brands, Tesco and Amazon amongst others. Dominic is often found elbow deep in API's either writing them or consuming them.

His specialities lie within big data, algorithms and multi-threaded, high-performance applications.

Bryan Kay


Bryan started his professional journey at fifteen when he began interning for a personal injury law firm and rose up the ranks to a legal aid when he left a year and a half later. This transition was eventually to the New York City Supreme Court System where he interned in the Matrimonial department allowing him to develop an understanding about intricate contracts used in financial holdings in the context of prenuptial agreements and the like. Past this, his experience also allowed him to observe the process of other judges specifically in the commercial litigation field giving him a better understand of contractual law in a practical context.

His latest transition was joining a mayoral campaign and working his way up from intern to field director and policy advisor in the span of three months. This allowed him to understand the logistics of working with individuals and smaller teams for unique policy research and larger groups with much more logistical operations with the field intern team. Bryan’s brush with Centiment was here as the company had provided emotional analytical services for the campaign to refine targeting and resource allocation.

Daniel Pontillio

Data Scientist

Daniel holds a PhD in Brain and Cognitive Sciences earned from the university of Rochester, NY and is one of a few research scientists in the world with experience in spatial temporal modelling of EEG and FRMI based data sets used in relation to machine vision, eye movement detection and the applications of these technologies within high performance, low latency based environments at scale.

Yidi Zhang

Data Scientist

Yidi is a Fellow of the NYU Center for Data Science and Masters candidate on with plans to enroll on the PhD Program, Yidi specialises in convolutional, Recurrent and Feed forward neural networks and other forms of advanced second generation machine learning and artificial intelligence.

Yidi has won various data science and mathematical prizes in china for research in areas ranging for cortical simulation to quantum mathematics

PhD Advisory Team

Sean Theonnes

PhD Media Psychology

Sean's 30-year career in media began while a student at the University of Florida before taking his act to Orlando where he worked on a variety of shows on the lots of Disney & Universal before developing a media production group that pioneered non-linear editing within Disney and eventually merged with Disney Broadcast Productions.

In 2006, he set his sights on a PhD in Media Psychology. Since 2008, Sean has been a regular speaker on topics ranging from producing for the small screen to the psychological impact of the Technological Singularity. He began teaching a course in Digital Narrative in the Masters Program at UCLA Extension in 2011, and continues at Fielding Graduate University in 2013 with a course in Cognitive Psychology of Visual Displays.

In addition to advising the team at Centiment, Sean has co-founded and leads companies that produce new media technology content & identify practical applications for such media as Augmented Reality with an eye toward social good. He is also a member of IEEE, AAAS, and an officer on the Elected Board of the American Psychological Association's Division 46: The Society for Media Psychology & Technology.

Shane Pase

PhD Media Psychology

Shane Pase, Ph.D. is a consulting partner at Reality Science, director of technology for Lotte Project, cofounder and executive producer at MediaX LLC new media technologies group, an award winning conceptual designer, and currently authoring the first book on the psychology of augmented reality.

Dr. Pase has over 19 years experience utilizing human behavior analytics to develop creative and outside-the-box solutions for both for-profit and non-profit corporations and small businesses. By combining theories from cognitive, neural, media, behavioral and social psychology, he is able to provide valuable insights into our experience with, and the effects of, media technologies to create the most immersive and effective media experiences.

Dr. Pase is a faculty member at Fielding Graduate University's Media Psychology program teaching courses on media psychology, using media for social change, augmented reality and immersive technologies. Dr. Pase has presented internationally at such prestigious conferences as IEEE ISMAR, the Augmented World Expo, ACM/EEE WorldComp, National Social Science Association and American Psychological Association National Conventions, exploring the cognitive effects of augmented reality and immersive media, using new technologies for social change and disruption, and the ethics of new media technologies. You can find him on Twitter and Linkedin @shanepase and online at www.reality.science.

Tunisha Singleton

PhD Media Psychology

Tunisha Singleton Ph.D. is a Media Psychologist, Chief Experience Officer of JabCross Media, and Director of Consulting Partnerships for Reality Science LLC. With 10+ years of entertainment experience blended across screenwriting, digital media marketing, and social media management, Tunisha specializes in creating synergy between storytelling, branding, and technology.

Using the tools of narrative and brand psychology, Tunisha consults on various innovation projects in the spaces of sports, social advocacy, virtual reality and augmented reality. Focused on the intersection between human behavior and media consumption, Tunisha's current research concentrates on consumer identification and the construction of experiences within traditional and emerging media ecosystems. Tunisha continues to explore how media and technology can be used for good in cause marketing strategies.

She is also an Adjunct Faculty member at Fielding Graduate University in the department of Media Psychology. Tunisha can be found on LinkedIn, blogging at tunishajsingleton.com, and on Twitter - @TSingletonSays.

Jerri Lynn Hogg

PhD Media Psychology

Jerri Lynn Hogg is a media psychologist, 2015 president for the American Psychological Associations' Society for Media Psychology and Technology, and author of the soon to be released books, The Science of Audience Engagement and Mad Men Unzipped.

Passionate about social media, technology, and digital environments, Hogg researches and consults on how we communicate, connect, and find balance in changing environments. As a psychologist she applies theory, practice, and research to humanizing the technological landscape and digital experience.

Hogg is a faculty member of Fielding Graduate University's Media Psychology program and a senior research fellow at the Media Psychology Research Center, a research and consulting organization helping companies create positive and effective media, messaging, and technology. Hogg is also an international presenter and consultant examining the cultural influence on human behavior and digital media, virtual communities and worlds, connection through social media communities, the psychology behind effective communication design, new and changing learning communities, and how to create solid user experience design.

Hogg recently was a judge for the annual SoMe Awards (Social Media). You can find her on Twitter @HoggJL. She also authors a blog for Psychology Today.com called "The Digital Life".

Wayne O. Carter, DVM, PhD, Dipl. ACVIM

CEO, Kansas City Area Life Sciences Institute

Dr. Carter’s entire career has brought innovation into organizations centered on improving health in research and development, clinical practice, and novel technologies. He has 18 years of leadership in Fortune 500 companies and five years leading the strategic development of life sciences for the Kansas City region. His career has spanned human and animal health, across all therapeutic disciplines with Pfizer human health, and therapeutic nutrition with Colgate/Hills. Dr. Carter has mentored startup companies, actively worked with public and private sectors and he has a proven ability to collaborate across industries and academia to solve problems.

Dr. Carter's passion for technology applications developed from a group started at Pfizer and focused on improving decisions in the drug development process. In that role, he was responsible for translational research and led the company’s North American clinical facilities in the development, validation, and implementation of new clinical technologies to accelerate development decisions for human pharmaceuticals. He drove decisions at Pfizer by return on investment and grew the Clinical Technology group to span all phases of drug development and all therapeutic areas. In 2007, Dr. Carter was hired as Vice President of Research by Hill’s Pet Nutrition, a Colgate subsidiary, where he led nutrigenomics research and applied gene expression profiling to drive nutrition decisions for novel products in development.

Dr. Carter is currently President and CEO of the Kansas City Area Life Sciences Institute where he works with regional hospitals, medical schools, academic institutions, and industry to advance human and animal health through workforce development, research, collaboration, and commercialization. The Institute is currently executing the “Path to 2025” strategy for the greater Kansas City region with a focus on health IT and outcomes research among other regional strengths. They recently started a new collaboration program, Collaborate2Cure, to stimulate collaboration between all institutions and companies across the region.

Dr. Carter attended Purdue University, earning his B.S. degree in 1980, D.V.M. in 1984 and practiced veterinary medicine for five years. He completed residency training in internal medicine and board certification in 1992 and a PhD in immunophysiology at Purdue University in 1994. Dr. Carter serves on several director and advisory boards including BioKansas, Missouri Biotechnology Association, the One Health Commission, the University of Kansas Center for Research Board of Trustees, the University of Missouri Research and Discovery Advisory Board, and MRIGlobal Board of Trustees.


We are also very fortunate to have a very strong team of advisors on our board, bringing together some of the brightest and most influential, respected people in each of their respective spaces.

Phil Lam

A 20+ year veteran of the information technology and interactive media industries, Mr. Lam's professional experiences range from leading positions at top-tier global management/systems consulting firms to early start-up member of early-stage high growth technology companies. He has a unique combination of experiences that cross business strategy, technology, design and content-creation.

Ken Lang

Ken is the lead investor in Centiments seed round. Ken, M.S, PhD has been a CTO at Lycos, Lightspace and Keane Advisors and has created extensive amounts of technology within the AI and ML fields over the last 15 Years and is one of the formenst influencers of the early stages of neural network usage within the commercial arena.

Edwin Philogene

Most Recently the Global Director of Sales and Data Insights for Tumblr, Edwin was a part of the company during the exit process to Yahoo. Edwin has led teams at BDDO and Sirus XM and has over 15 years of data-driven decision-making experience at a very senior level within major organizations.

Michael Basch

Michasel is a serial entrepreneur that has had success across a few different industries; including coffee shops, products, and mobile ad-tech. He has recently become more political, having worked on the Clinton campaign and briefly exploring a bid for Mayor of NYC for the 2017 election cycle. He is also deeply passionate about utilizing technology to improve people’s lives; social impact, creating jobs, data, and anything that is in the business of helping people.

John Collier

John Collier was most recently senior director of partnerships and integrations at Appnexus and has over 10 years of experience in the advertising technology industry across companies like BlueKai and Disney, he has also had significant exits from companies he has founded and is a gentleman of Harvard.

John has a particular set of skills focused on enabling innovative experimental technologies to make it to market and be profitable, which in the case of centiments set of technology and talent amassed within the company are incredibly important.

Dylan Albrecht

Dylan Albrecht, Ph.D. is a theoretical physicist and postdoctoral data scientist, specializing in EEG & FMRI based data mining and spatial-temporal modeling to resolve clinically identified biological imbalances.

Dylan Specializes in the use of the following tools:Scikit-Learn, Keras, PyMC3, PySpark, PyMongo, Dionysus, QuTiP, Generative Models, Multi-Armed Bandits, NLP, Time Series Analysis, Neural Networks, Profit Curves.

Farooq Hassan

Farooq is a senior financial services professional who has worked as a trader at Bank of America and has 16 years of experience across institutional money managers and raising private funds across seed all the way up to Series A.

He Co-structured and issued Asset Backed Notes for Lendable, Inc. based on quantitative analysis of cash flows from African consumer receivables with a minimum NAR of 14.0% and jointly authored a proposal that resulted in a $1.0MM grant from Facebook, Inc.

He recently sold $1.1MM in inventory and reduced operating expenses by 10.0% as part of the restructuring of a UK luxury retail business and Series 7, 63 & 79 registered through partnership with Pickwick Capital Partners.

Mark Grob

Mark is one of the original early evangelists and developers within the field of Virtual Reality and has worked as a senior consultant at IBM, Implied Sciences nd most recently led all things experiential across in the international division of viacom, for over 5 years, mark led all technology associated with the VMAs, including but not limited to VR/MR/AR, mobile and transcoding and encoding.

Gareth Greenidge

With over 12 years of management and marketing experience Gareth brings a wealth of strategic marketing acumen to the team. Gareth initially built up his detailed working knowledge of all offline and online marketing channels during marketing executive and management roles.

More recently Gareth has worked with dozens of start ups as an online marketing consultant, helping brands establish market position, build awareness and optimise ROI on marketing spend.