Data driven advertising –
for smart ads that hit their mark

260
Servers
40000
REQUESTS PER SECOND (PEAK LOAD)
20
TB OF NEW RAW DATA PER DAY
50
SERVICES AND COMPONENTS

emetriq’s fast, efficient and accurate data analytics capabilities are powered by infrastructure that delivers the ultimate in performance, availability and scalability.

Our infrastructure guarantees premium-quality audience segments and rapid performance measurement. What’s more, it ensures system-independent delivery of this data to the preferred platforms of our customers and our Intelligent Data Alliance (IDA) partners.

emetriq means state-of-the art. To manage colossal amounts of data effectively and efficiently, we develop our own technologies based on leading-edge big data solutions like Hadoop, Hive and Spark and business intelligence tools like Exasol and Micro Strategy.

The bulk of the data in our data pool is available to Intelligent Data Alliance partners for use on a collaborative basis. Sensitive and customer-specific data, on the other hand, are treated in confidence and stored separately from the data pool.

Data Sourcing & Data Science

Our Data Sourcing team continually analyses and optimizes our data inventory. The Data Science team harvests valuable information from this inventory – a task which involves monitoring and analysing colossal amounts of data. The results of this analysis are used to generate audience segments possessing the user attributes specified by our partners, who then use this segment information to optimize their ad targeting.

Machine Learning & Modelling

We analyse each data point in the data pool and apply the cause-and-effect principle to estimate the probabilities of specified attribute values. We then model our data in order to understand it. Next, we use self-learning algorithms to optimize these models and detect patterns and rules that can be used to make predictions.

Prediction

Using these optimized models, it is possible to make reliable predictions about statistical look-alikes and hence enrich our customers’ data with additional data from past observations. This enables us to draw conclusions about users’ needs and requirements and extend the ad campaign’s reach within the target audience.

Validation

To check the accuracy of our predictions, we compare them with the online panel data provided by the internationally respected consumer research institute GfK. In this way, we continually improve our algorithms and data inventory until they provide an optimal representation of the target audience. These regular checks on the quality of our data create much-needed transparency for our partners.