MediaPost: What Advertisers Don't See In Data Can Hurt Ad Campaigns

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According to MediaPost:

Analyzing large amounts of structured and unstructured data will continue to complicate advertising campaigns, as marketers find ways to integrate search, social, rich media ads, real-time bidding and behavioral or contextual advertising.

Marketers who don't understand the importance of advertising data and the mounds that online ads and social signals collect might as well hang up their hats and look for other work.

Attempting to educate advertisers and marketers, Turn, a software and services company that provides platforms for managing data in digital ad campaigns, published this week the white paper, "Cheetah: A High Performance, Custom Data Warehouse on Top of MapReduce" at the 36th annual International Conference of Very Large Data Bases (VLDB).

Cheetah, built from scratch in Java running on MapReduce, Google's programming model, can efficiently process, sometimes in seconds, any portion of the Petabyte of data it stores. Advanced analytics like machine learning and statistical modeling lay on top of the framework to automate the process of mining data from campaigns.

Read the full story at MediaPost >>