Big Data and Big Brands: How Data Has Transformed the Ad Industry
Advertisers are drowning data. From behavioral and clickstream, to audience, social, campaign, demographic, and intent data, the Internet is awash in petabytes of ad data every day. How can advertisers and publishers analyze, archive, and act on all this data - or at least the subset that matters to them - to deliver more targeted, measurable campaigns? In this focused, case-study presentation, hear from computer scientist Eshwar Belani, VP of products and biz dev at artificial intelligence ad tech company Rocket Fuel. He'll discuss the "rise of the machines" in the advertising industry, and provide a glimpse into the future of a world where every ad impression is bought and sold in real time based on analysis of millions of data points. He'll discuss which technology tools publishers and advertisers have used to harness the data deluge - reaching more of the right consumers at the right time on the right devices. To illustrate these concepts, Eshwar would deliver a mini case study from a brand advertiser illustrating real-world success with "big data" advertising techniques. What can all industries learn from the ad industry? How to effectively leverage big data and real-time analytics to transform their business practices.
- by Eshwar Belani , VP of Products & Biz Dev of Rocket Fuel
Eshwar Belani is VP of products and business development at Rocket Fuel. He defines the vision and leads the development of Rocket Fuel’s novel direct response, brand, social, and vertical product families. Prior to Rocket Fuel, Eshwar was the founder and CEO of Sensact Applications. Previously, he was part of Epiphany’s product management team and worked on product strategy for Epiphany’s marketing and analytics products. Eshwar was also co-founder and CTO of iLeverage, a company that built advertising and collaborative selling solutions for online retailers. Eshwar also worked as a software development engineer in the Application Server Group at Oracle. Eshwar holds a MS in Computer Science and a degree is Management of Technology from UC Berkeley, and a B.Tech in Computer Science from the Indian Institute of Technology (IIT), Madras. He has spoken at SMX West, SMX East, SES, Ad:tech, Digiday Target, Digital Publishing and Advertising Conference, Online Marketing Summit, MarketingProfs, Interactive Insights Summit, Digital World Expo, and many other conferences.