consolidate, organize, and energize consumer web data
The web infrastructure available to most web operators was architected to count pages and deliver ads. These legacy systems fail to meet the scalability and analytic challenges of the audience-driven digital media market that is emerging.
Today, only a few companies can afford to invest in the build-out of massively scalable systems for capturing and managing consumer data. And the principal objective of these dominant market players is, of course, to optimize their own revenue performance, not that of the companies using their platforms or participating in their marketplaces.
As a result, publishers and website operators have lacked:
- the ability to employ an intelligent, controlled gateway for managing the flow of data to and from their partners
- data serving infrastructure for managing the mess of tags required to interoperate in an increasingly complicated ecosystem, and
- the tools to capture raw audience data, combine it with diverse internal and third party datasets, and transform it into actionable segments of value to marketers and advertisers