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BizReport : Advertising : March 17, 2014

Ad expansions reflect importance of data, programmatic

This week two leading online ad platforms are expanding their reach, and the moves are an indication of the importance not only of data for advertising but the interest of businesses in programmatic buying options.

by Kristina Knight

First, from BrightEdge, the Data Cube platform aggregates terabytes of data at search engine scale giving businesses rich contextual, keyword, social and rich media insights. Through the platform brands can conduct rich market research specific to their company, tap into competitor analysis to determine how they might make changes to their own initiatives and then 'fuse' the data found so that it is optimized and easy to understand.

"Data harvesting at this scale has traditionally been reserved for the Goliaths of enterprise technology," said Jim Yu, CEO of BrightEdge. "The Data Cube allows customers to utilize one of the most comprehensive and robust data sets available to content marketers to help them better understand their market and more effectively engage with their audience."

Meanwhile BrightRoll is pushing into the European space by partnering with Equinix. The move reflects the popularity not only of video advertising but programmatic options within European countries.

"The BrightRoll platform powers the video ad economy and we're putting the technology infrastructure in place with Equinix data centers to address the rapid growth of digital video globally, including the evolution towards programmatic buying. This investment expands the flexibility of our platform and enables us to process big data more efficiently, driving greater performance and results on behalf of our customers," said Christopher Amen-Kroeger, SVP Engineering, BrightRoll

IAB Europe predicts that programmatic video buying in the UK, France, Spain, Germany and Italy will increase about 77% per year through 2017.

Finally, VigLink is launching the Content-Commerce Report, a new report which will study click performance and Earnings Per Click. The initial report covers the 2013 holiday season and is culled from VigLink's network of publishers and merchants. Content commerce is created with the goal of engaging consumers to click on native and ad content with an intent to buy.

Image via Shutterstock

Tags: advertising, advertising tools, BrightEdge, BrightRoll, ecommerce, ecommerce tools, Viglink

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