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Insights Center

White Papers

At Turn, we see the possibilities of an advertising world where art and science work together to provide more valuable insights and more confident decisions. We use our expertise and market intelligence to explore innovations, trends and technologies that can help our clients make an impact – and raise the profile of our industry as a whole.

Mining Data for Digital Advertising

There's no doubt that data is changing the way we live our lives. In fact, large scale data analysis is critical for many enterprises including healthcare, government, education, etc. Just as these enterprises rely on data mining, so does the digital media industry.

This week, Turn introduced a new white paper, "Cheetah: A High Performance, Custom Data Warehouse on Top of MapReduce" which offers up a data mining solution built specifically for digital advertising. The white paper was featured at the 36th Annual International Conference of Very Large Data Bases in Singapore.

As we move into a targeted world,  advertisers need efficient ways to sift through the volume of data. Turn's data mining solution enables  marketers to cost-effectively identify interactions and variables of thousands of data points. It also allows them to look at the entire user profile at the time of impression receipt and do a thorough analysis of the impact of all the variables on a campaign (including latent variables which go beyond the audience segmentation and are often times overlooked).

Read more on MediaPost and AdExchanger.com>>

To understand more about data mining for digital advertising, download the white paper here.