US online advertising network Specific Media is to use
theIBM Balanced Warehouseplatform to
improve the results of advertising campaigns.
The platform will be used to analyse large volumes of
advertising data, using
advanced analytics and predictive modelling techniques.
This analysis is integrated into Specific Media's targeting
technology platform, enabling the company to target consumers with
increased accuracy.
IBM's Balanced Warehouse is helping the company offer brand
advertisers a targeting system that combines demographic,
behavioural, contextual and geographic methods.
Daryl McNutt, vice-president of client services at Specific
Media, said, "We selected IBM's Balanced Warehouse based on its
ability to easily manage complex data in real-time."
IBM's Balanced Warehouse enables users to manage data
continuously, from current details to aged summaries, and transform
it into information-led business initiatives. It is a combination
of IBM DB2 database software, hardware and storage
technologies.