How AdTech firms are riding the digital revolution with data analytics

Presented by

Tony Baer, Principal, dbInsight LLC, and Jeremiah Morrow, Senior Industry Product Marketing Manager, Vertica

About this talk

Digital advertising is in a state of significant disruption. As awareness of data privacy among the public has grown, so have measures to reign in data usage for the purpose of ad targeting. Government regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have set stricter guidelines around the collection, storage, and use of personal data in two large markets. Those regulations, as well as the death of third party cookies and other measures by technology companies to “wall their gardens,” will challenge traditional digital advertising strategies, including targeting, pacing, personalization, and attribution. Despite disruption, investment in programmatic advertising shows no signs of slowing down. Join Tony Baer, Principal Analyst for dbInsight, to explore how leading AdTech firms are responding to an evolving digital advertising environment with real-time and predictive analytics, and what capabilities are required for AdTech firms to succeed.

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The Vertica Unified Analytics Platform is built to handle the most demanding analytic use cases and is trusted by thousands of leading data-driven enterprises around the world, including Etsy, Bank of America, Uber, and more. Based on a massively scalable architecture with a broad set of analytical functions spanning event and time series, pattern matching, geospatial, and built-in machine learning capability, Vertica enables data analytics teams to easily apply these powerful functions to large and demanding analytical workloads. Vertica unites the major public clouds and on-premises data centers, as needed, and integrates data in cloud object storage and HDFS without forcing any data movement. Available as a SaaS option, or as a customer-managed system, Vertica helps teams combine growing data siloes for a more complete view of available data. Vertica features separation of compute and storage, so teams can spin up storage and compute resources as needed, then spin down afterwards to reduce costs.