29 May '15, 7pm

#OnlineMarketing: Marketing: Sometimes it actually is rocket science: Founded i... +#Jet↬

Ever opened a webpage to see an advertisement that’s pertinent to your recent search history? Perhaps you’ve recently browsed online for a new car, and opened a webpage to see an ad for that specific make and model. Behind many of these advertisements lies an exact science — based on rocket science, in fact — powered by MIT “programmatic marketing” startup DataXu. Founded in 2008, the startup leverages big data to choose the most relevant advertisements for users in real-time, with aims of helping companies see the greatest return on investment (ROI) in online marketing. “We’re helping companies compete in a world that’s full of data,” says MIT alumnus Bill Simmons PhD ’08, DataXu’s co-founder and chief technology officer, who co-invented the software. Originally designed to help NASA plan Mars missions, DataXu’s software rapidly analyzes user data — such as previously vie...

Full article: http://www.ecnmag.com/news/2015/05/marketing-sometimes-it...

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