CEO Blog: The Expanding World of Online Advertising

My father was in advertising from the late 1940's to the late 1990's. When I watch "Mad Men" it basically showcases my life growing up. In the advertising world there was the creative side and the account side. The suits, the hats, the lunches, the "creative guys" were all there. What wasn't there? There were no weblogs or hash tags. The fuel that drove the market was creative ads and martinis. Make no mistake, the creativity is still there, but the mix is now first and foremost creativity and data. The discussion at lunch is less about the third martini than it is the third terabyte. The industry has morphed into a colossal business that thrives on delivering, monitoring, measuring, and calibrating billions of advertisements efficiently and effectively delivered on a mass-personalized basis to your Web browser and, more and more, your mobile device.

This is an industry that thrives on machine-generated data. In the last several weeks I have met with several customers and a number of prospects that are online advertising firms. The online advertising space has a cottage industry that includes the underlying technology to consume the fuel and the mountains of machine-generated data that drive this business. From firms like Bango to TradeDoubler, from adMarketplace.com to Yahoo!, we are providing a purpose-built engine for storing, retrieving,and analyzing this data. Moreover, we do it in an extremely cost-effective manner, where the administrative requirements are negligible, especially compared to most alternatives.

We are adding new online advertising firms as Infobright customers at an accelerating rate. They all want to get up and running quickly, be able to effectively store and analyze terabytes of this data, and do it cost-effectively. We deliver that. No smoke. No martinis. But lots of data.

Regards,

Don