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HStreaming Launches First-of-its-Kind Intelligent Real-Time Bidding Platform for Mobile Advertising Print E-mail
Written by HStreaming   
Thursday, 21 February 2013

HStreaming, the creator of in-time Big Data analytics technology, has been solving the hardest problems that involve low-latency Big Data for various industries including telecommunications and government.

San Francisco, CA – February 21, 2013 –  As it newest addition, HStreaming is bringing its innovative technology to real-time bidding (RTB) in mobile advertising.

The effective cost per thousand impressions (CPM) for mobile ads is just $0.75 while the CPM for desktop web ads is about $3.50 according to the KPCB 2012 Internet Trends Report. A key reason for this almost 5x gap is that targeting in mobile advertising is a hard technology problem. Mobile apps cannot utilize cookies for user tracking, yet need to track and analyze over a billion mobile phones in order to make a decision on how to fill a particular ad space in a hundred milliseconds.

“Since building such as a system is non-trivial even for most seasoned Big Data technologists, most advertisers stay with very simple targeting methods without considering any contextual and demographic information,” says Jana Uhlig, co-founder and CEO of HStreaming. “That leads to very low click-through rates (CTR) and low CPM.”

HStreaming’s unique analytics platform can run advanced analytics to track phones, analyze behavior, segment customers, and optimally target advertisements. The platform continuously learns about user behavior, targets audiences, and determines the best price to deliver exceptional performance. It provides capping, retargeting, geo-marketing, and behavioral analysis to bring intelligent decision-making to the mobile advertising market. HStreaming’s real-time bidding platform has been built to easily integrate into existing campaign management and reporting systems.

Mark Forster, President and founder of Adello Group, Swiss leader in mobile advertising says: “HStreaming powers Adello’s operation as it expands internationally. HStreaming enables us to use the most complex algorithms against billions of user records and historic price data in real-time. The result is a true game-changer and our customers are very excited about the results they achieve with this.”

“Mobile advertisement is a good representation of the type of analytics and challenges companies face in the Big Data space. Since we are working across many verticals, we see common usage patterns that we then leverage to bring a transformative effect to industries like mobile advertising.” says Jana Uhlig.

About HStreaming

HStreaming brings continuous real-time analytics to Big Data. The technology enables smart collection, analysis and visualization of massive data continuously as it gets generated. Powered by Hadoop and compatible with all Hadoop distributions, HStreaming’s patented technology provides both real-time and batch analytics in a single platform. It processes both structured and unstructured data including text, video and sensor data. It analyzes and stores data where it is generated, in the data center or geographically distributed systems, and provides automated and actionable analysis in milliseconds. For more information, visit www.hstreaming.com.




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