AdTech Data Analytics
Data is your competitive advantage
Generate insightful reports using all available data
AdTech companies on the demand and supply side must deliver greater ROI to advertisers and publishers, and provide the reporting capabilities necessary to demonstrate value and support decision making. For AdTech companies, data is a competitive advantage.
OpenText™ Vertica™ Data Platform is the unified analytics platform trusted by the largest AdTech platforms to deliver near real-time analytics on large volumes of disparate data sources, provide timely, granular reporting at massive scale, and build accurate customer models based on all of the available data.
Vertica Data Platform powers the AdTech ecosystem with data analytics
Vertica Data Platform is the analytical database with the best value for the highest performance on any data analytics, at any scale, anywhere.
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Extreme scale and performance
Quickly ingest and analyze growing volumes of customer data, including a variety of semi-structured data that represents the greatest source of data growth.
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Unified analytics
Deliver fast, granular reporting based on all available data—wherever it resides—to demonstrate customer value and transparency, and to support business decision making.
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In-database machine learning
Customer modeling will be critical for targeting, attribution, pacing, and more. In-database machine learning produces accurate models based on fresh data, and reduces the time to market.
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Multi-cloud and hybrid cloud
With the ability to run on-premises, cloud-native with Kubernetes, or SaaS single-tenant, Vertica Data Platform facilitates a truly hybrid and multi-cloud strategy with a common interface for analytics.
Business impacts
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The data explosion
Advertisers and publishers, and the AdTech ecosystem that supports them, have a wealth of data about their customers. That data will grow exponentially in volume and variety, and the challenge for AdTech firms will be to leverage that data for insights that help advertisers deliver the right message to the right consumer at the right time to increase conversions.
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Addressable advertising
The growth of digital advertising as a means of targeting consumers and the reliance of advertising as a revenue stream for publishers means AdTech platforms must automate the process of ad buying and selling to keep up with demand. Targeting, attribution modeling, and reporting on transactions that number in the millions per second are critical for maximizing the return on investment for publishers and advertisers.
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Data privacy
Greater awareness around personal data has led to public backlash. Regulatory measures like GDPR, CCPA, and CDPA are changing the way companies can store and leverage consumer data. Additionally, technology platforms now understand the value of controlling access to their customers, leading to changes like the death of third-party cookies, and the removal of ad tracking across platforms. AdTech firms need to deliver results even as the most reliable methods of tracking, pacing, personalization, and attribution are eliminated.
Leaders trust OpenText
See how customers are succeeding with OpenText Analytics and AI solutions for AdTech.
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OpenText delivers the scalability, stability, and performance required to succeed in the highly competitive advertising industry
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OpenText delivers a fully scalable platform for sophisticated data analytics with higher user concurrency and performance
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AI and Data Analytics Products
OpenText offers a suite of Analytics & AI products to enable business intelligence and reporting.
- OpenText™ Analytics DatabaseGain strategic insights from any data, any scale, anywhere
- OpenText™ Magellan™ BI & ReportingImprove decision making with embedded self-service reports and dashboards
- OpenText™ Magellan™ Data DiscoveryQuickly access, blend, explore and analyze data
