NEW YORK, Oct. 23, 2012 /PRNewswire/ -- Teradata (NYSE: TDC), the analytic data solutions company, and 24/7 Media, WPP's marketing technology company, announced today that the 24/7 Media forecasting solution, Impresto, will now be powered by the Teradata Data Warehouse Appliance. Teradata enables 24/7 Media to extend to digital media the powerful forecasting practices currently utilized by the financial and economics industries. The result is that clients of 24/7 Media, on both the buy and sell sides of the business, will now have a unified methodology for measuring audience over time, even for the most specific audience segments.
"These solutions have been available to academics and economists for some time, but are only just now making it into the media marketplace," said Oleg Vishnepolsky, 24/7 Media's Chief Technology Officer. "Forecasting that is based on proven mathematical models is the way of the future in digital media and far superior to relying on sampling as other forecasting solutions currently do. The Teradata solution beautifully complements our DMP platform and positions us to unlock the full potential of our highly algorithmic technology offerings. We are delighted to be working with Teradata to develop such market leading capabilities."
Unlike other forecasting solutions which require pre-defined queries, Impresto can formulate inventory queries in real time. This means media sellers can determine available inventory at the point of sale, even via a mobile device. Additionally, the tool allows media sellers to accurately model future inventory against existing orders, to capture the maximum number of users and target them most effectively.Teradata enables 24/7 to predict audience patterns according to a wide variety of characteristics, including geography, behavioral segment, and keyword. "As the leader in data and analytics solutions, we are able to bring unmatched scale and availability to 24/7's advertising analytics operations, giving them room for significant growth in their analytics capabilities. In turn, we see these advanced capabilities helping to accelerate the growth of digital and mobile media placements for the advertising and digital media industries as a whole," said Jeff Gallagher vice president for Teradata's Communications, Media and Entertainment group. "Teradata is proud to have been chosen as the platform to support 24/7 Media's Impresto forecasting solution." About 24/7 Media, Inc. 24/7 Media, Inc., formerly 24/7 Real Media, is a leader in digital marketing technology, serving advertisers, agencies and digital publishers worldwide. The company has been in the forefront of media innovation for fifteen years. The 24/7 technology platform spans every digital channel, providing users with unprecedented control and consolidated data analysis. This technology powers two specialized business units: Real Media Group helps marketing organizations engage their audiences with superior precision, transparency and return on investment. The group also helps digital publishers monetize their properties and manage advertising operations more effectively. Media Innovation Group provides advertisers and agencies with strategic consulting and implementation services that deliver competitive advantage in fields being transformed by technology.