Targeted digital advertising thanks to live data management

of Adwebster, a geo-heat mapping of Switzerland can be graphically displayed in real time for various user groups.After more than three years of research and development, Adwebster launches a completely new live data technology. The special feature of the solution: Not only the optimization in the delivery of campaigns happens live, but also the data preparation. Data from various internal and external sources is integrated into the calculation in real time and thus has a significant influence on advertising delivery.All calculations in real timeAll operations and the calculation of mathematical models are performed in real time. Despite the immense volume of data, Live-Data Technology delivers appropriate data within a fraction of a second. For example, various images of the campaign (geo heat mapping) can be displayed graphically in real time.The core of the Live-Data Technology is the Adwebster advertising network. The ad network reaches nearly six million unique users on desktop PCs, tablets and smartphones. The network enables models for forecasting and measuring content trends, user behavior and other indices and KPIs.User profiles are constantly adaptedLive Data Technology captures 15 million user modifications per day. This corresponds to a data volume of more than 2.3 billion user infos. The user info is constantly being adjusted in the process. "Just because someone is interested in sports one day doesn't mean it will be the same in the future," explains Theodor Esenwein, Chief Innovation Officer (CIO), Senior Web Developer and Lead Data Architect at Adwebster. "By continuously adapting social profiles in real time, these changing user needs are taken into account."Online advertising as added value for the userAdwebster's vision - to deliver digital advertising in such a personalized and needs-oriented way that the user perceives it as added value - has always been at the center of the development of the data management platform. "Our Live Data Technology enables online advertising to be delivered in an even more targeted manner where it is most relevant to the user," explains Theodor Esenwein. "With the technology, we manage to make online advertising more valuable."Anonymized data as a basisUnlike Google and Co., Adwebster works with anonymized data. The user data is divided into individual socio profiles and used to immediately generate so-called "digital twins". These continuously adapt to the digitally dominant environment and use crowd intelligence data for further improvement."Are proud of this innovative technology"Andi Nigg, founder and VRP of Adwebster, also raves about the Live-Data Technology: "We are very proud to have developed this innovative technology in-house. This enables us to act future-oriented on the market." He says it's important for Adwebster to graphically map campaigns and surveys of user profiles and make them "tangible." "Live technology offers completely new possibilities in terms of advertising campaigns," says Nigg.Early identification of trends and new marketsThe solution developed by Adwebster has caused quite a stir in the industry. Live Data Technology also offers great potential for other areas beyond the delivery of online advertising. Thanks to the real-time approach and the broad data within the Adwebster network, for example, graphically processed statistics can lead to the early identification of trends, emerging markets and opportunities, as well as many other key data.Author: Simon Wolanin________________

Adwebster at the Swiss Online Marketing

Because advertising is a matter of taste, adwebster creates individual advertising campaigns. The in-house data in all flavors give every online advertising campaign a sweet touch. Visit adwebster at the SOM and see for yourself. Have your customized advertising campaign created on the spot and take it with you right away. You can get tickets at [email protected]