Big Data, Small Decisions, Rendered Very Quickly: Under The Hood At DataXu


DataXu (pronounced data zoo) has built a reputation as one of the smartest demand-side platforms, or DSPs, in the field. Founded in 2007 to exploit technology commissioned by NASA to aid missions to Mars, the company optimizes online ad placements for blue-chip clients including AmEx and Ford. Recently I had the opportunity to ask Mike Baker, DataXu’s president and CEO, how the system works. His answer offers a rare peek under the hood of a state-of-the-art decision making system that resolves petabytes of data into actionable intelligence.