US online advertising network Specific Media is to use the IBM Balanced Warehouse platform 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.