Technical

The Essentials: Three Things to Consider When Purchasing Enterprise Software

With the rise of cloud-based marketing applications, senior marketing executives are increasingly becoming involved in complex enterprise software purchases. There are many factors that affect the decision – users, costs, your needs in the short- and long-term – and these realities guide you through the discovery and vetting process as you work toward the solution [...]

Slide Show: Programmatic Premium Drives Higher Returns on Premium Media Investments

View more PowerPoint from DataXu

Marketing: The New R&D

By Julie Ginches, VP of Marketing. Originally published on eConsultancy – May 21, 2012  In 2007, Google’s Chief Economist Hal Varian coined the phrase “marketing is the new finance.” Back then, Varian foresaw great advances in ways to satisfy people’s needs, better matches between buyers and sellers, and a more robust advertising environment due to the [...]

Safeguarding Consumer Privacy

At DataXu, we believe it is possible to safeguard and advance the interests of both advertisers and consumers through data and its real-time analysis. We gather data and determine or predict user characteristics, behavior, or preferences, and deliver relevant ads in real-time. Consumers benefit from receiving more relevant ads and digital content experiences. Advertisers and [...]

Technology Note: Remote Procedure Calls using Apache Avro

By James Baldassari, DataXu DataXu’s engineers are hard at work creating the technologies to create value for our advertisers. We process petabytes of big data to make hundreds of thousands of real-time decisions per second. This is a challenging task, and we’ve been fortunate to be able to leverage many open source software packages to [...]

Three Reasons Why Apache Avro Data Serialization is a Good Choice for OpenRTB

I recently evaluated several serialization frameworks including Thrift, Protocol Buffers, and Avro for a solution to address our needs as a demand side platform, but also for a protocol framework to use for the OpenRTB marketplace as well. The working draft of OpenRTB 2.0 uses simple JSON encoding, which has many advantages including simplicity and [...]