HPE Vertica Empowers Adtech Industry to Deliver Data-driven Conversions
Advertisers need to quantify, in real time, which ads are generating conversions and which are not—and they must constantly revise ads, advertising venues, and placement among surrounding content on the fly to improve results.
This white paper addresses the challenges the industry is facing, and analyzes why big data analytics, and more specifically, SQL analytic insights at the speed of business, are now essential elements in advertising technologies: empowering people (and machines) to instantly make optimal advertising decisions. Further, the paper presents examples illustrating how this is helping brands and providers achieve tangible results in their businesses.
When considering technologies to help keep pace with the ad business, three criteria are imperative: