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SAS to help publishers sell online ad inventory

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CIOL Bureau
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MUMBAI, INDIA: SAS, a provider of business analytics and integrated marketing management, has acquired aiMatch, a company that provides cloud-based ad server technology to help publishers sell and manage online ad inventory.

SAS' advanced analytics combined with aiMatch's technology will provide publishers with an end-to-end solution to help manage, forecast, optimize and measure ad inventory to maximize ad revenue, SAS said in a press release.

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Current aiMatch customers include APN Digital, Photobucket, Pinger and Popcornflix.

"Digital advertising has huge potential to benefit from the application of advanced analytics," said Jim Davis, senior vice president and chief marketing officer at SAS.

"Publishers lack a solution to help them efficiently manage ad inventory. Advanced analytics will help determine optimal ad pricing, audience and inventory to yield maximum ad revenue," he added.

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As the digital ad market continues to shift toward real-time bidding, SAS' ability to process and reallocate ad inventory in real-time, whether via video, mobile, display or other digital media, will be critical for publishers.

Having the technology to help publishers automate sales through a variety of business models (display advertising, ad exchanges, and ad networks) and provide better audience targeting through behavioral segmentation analysis positions SAS to help meet changing market needs.