AdTech Data Analytics

Quickly ingest and analyze growing volumes of customer data, including a variety of semi-structured data that represents the greatest source of data growth.

Deliver fast, granular reporting based on all available data—wherever it resides—to demonstrate customer value and transparency, and to support business decision making.

Customer modeling will be critical for targeting, attribution, pacing, and more. In-database machine learning produces accurate models based on fresh data, and reduces the time to market.

With the ability to run on-premises, cloud-native with Kubernetes, or SaaS single-tenant, Vertica facilitates a truly hybrid and multi-cloud strategy with a common interface for analytics.

Advertisers and publishers, and the AdTech ecosystem that supports them, have a wealth of data about their customers. That data will grow exponentially in volume and variety, and the challenge for AdTech firms will be to leverage that data for insights that help advertisers deliver the right message to the right consumer at the right time to increase conversions.

The growth of digital advertising as a means of targeting consumers and the reliance of advertising as a revenue stream for publishers means AdTech platforms must automate the process of ad buying and selling to keep up with demand. Targeting, attribution modeling, and reporting on transactions that number in the millions per second are critical for maximizing the return on investment for publishers and advertisers.

Greater awareness around personal data has led to public backlash. Regulatory measures like GDPR, CCPA, and CDPA are changing the way companies can store and leverage consumer data. Additionally, technology platforms now understand the value of controlling access to their customers, leading to changes like the death of third-party cookies, and the removal of ad tracking across platforms. AdTech firms need to deliver results even as the most reliable methods of tracking, pacing, personalization, and attribution are eliminated.