Not long ago, I attended the Seattle Interactive Conference, a two-day gathering of the best of Seattle’s tech minds. One of my favorite sessions featured Quantcast CEO Konrad Feldman, talking about the intersection of big data and advertising.
The amount of data that Quantcast is dealing with is incredible; Feldman said the company works with 40+ terabytes of raw data each day. Marketers need to shift their thinking, he said, away from the old model of media buying (based on impressions bought in aggregate) and toward the model supported by real-time bidding (impressions bought and priced individually).
Here’s a link to his deck on Slideshare.