Tagged 'bluekai'

Managing Data in [Real] Real-Time

Posted by Chris O'Hara on January 7th, 2013 at 10:00 am

A Conversation with Srini Srinivasan, Founder and VP Operations of Aerospike
Even today, the notion that a consumer can go to a website, be identified, trigger a live auction involving as many as a dozen or more advertisers, and be served an ad in real-time, seems like a marvel of technology. It takes a tremendous amount of hardware and, even more than ever, a tremendous amount of lightning-fast software to accomplish. What has been driving the trend towards ever faster computing within ad technology are new no-SQL database technologies, specifically designed to read and write data in millisecond frameworks. We talked with one of the creators of this evolving type of database software, who has been quietly powering companies including BlueKai, AppNexus, and [x+1], and got his perspective on data science, what “real time” really means, and “the cloud.”
Data is growing exponentially, and becoming easier and cheaper to store and access. Does more data always equal more results for marketers?
Srini Srinivasan: Big Data is data that cannot be managed by traditional relational databases because it is unstructured or semi-structured and the most important big data is hot data, data you can act on it in real-time. It’s not so much the... Read more

What's Next, Column Inches?

Posted by Jay Friedman on July 31st, 2009 at 12:00 am

Online media measurement is apparently too complicated.  But rather than slowing down to explain and bring people along we're giving up altogether and going backwards.  Really? GRPs over individual user targeting or frequency to conversion analysis?  Reach/frequency over behavioral, affinity/predictive, or contextual?  Maybe we should toss third party ad serving out the window and just have Nielsen tell us the next day if any of 350 people remember seeing the ad via a diary.  Yeah, that's it! Kudos are due to those that create new markets, like the first ad networks, BlueKai, Tumri, MySpace, and Twitter.  Somehow these experience mass adoption and involve people learning how to do new things in new ways but media measurement can't get that same traction.  Reverting back to T/GRPs and R/F is not the answer - nor is throwing out a 728x90 and calling it a 3c x 1.25" (for those of you old enough to calculate newspaper column inches!) As always I'd enjoy your feedback.