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BizReport : Advertising archives : May 22, 2012

Genome: Yahoo's answer to big data analytics

With the purchase of interclick in December last year, all the pieces were in place for Yahoo's upcoming ad solution that crunches big data - Genome.

by Helen Leggatt

genome-yahoo.jpgRumored to be launched in July, 2012, Yahoo's Genome promises to be a next generation audience buying solution that makes digital advertising more targeted and transparent.

The powerful technology allows advertisers to leverage registration, search and behavioral data on Yahoo users as well as data from AOL, MSN and other comScore 1000 websites.

Genome is yet another player in the trend for big data analytics - analyzing terabytes of data with just the click of a button at jaw-dropping speeds.

According to Yahoo's press release, Genome's analytics tools are designed to help "overcome an ever-evolving set of industry challenges that include the proliferation of data, fragmentation of technology, and outdated planning and buying techniques" and maximize ROI.

While some businesses have developed their own analytics solutions, big data solutions like Genome and Google's recent offering, BigQuery, provide less resource-heavy hardware and software requirements for smaller outfits.

"Imagine a large online retailer that wants to provide better product recommendations by analyzing website usage and purchase patterns from millions of website visits," says Google Product Manager, Ju-kay Kwek. "Or consider a car manufacturer that wants to maximize its advertising impact by learning how its last global campaign performed across billions of multimedia impressions. Fortune 500 companies struggle to unlock the potential of data, so it's no surprise that it's been even harder for smaller businesses."

Tags: ad platform, analytics tools, big data, campaign analytics, data analysis, data analytics, online advertising, ROI

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