David Ogilvy once said, “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.” (He also said, “Many people—and I think I am one of them—are more productive when they've had a little to drink,” but I digress…) Aiming for the company of immortals—or at least, the very, very long lived—is what we did when we sat down to develop the latest generation of our creative serving platform.
Aiming for the company of immortals meant that we had to rethink what it means to be a creative technology company. Today, the advertising world is littered with ad serving platforms that happen to incorporate some data. These so-called programmatic creative providers talk about how data informs their ad serving, about how their ads can react to changes in weather or a customer’s purchase history, about how they can show one variation to one customer segment and another to another.
But tomorrow’s marketer needs something far more robust than a reactive advertising solution. Tomorrow’s marketer needs to be able to create demand, rather than simply satisfy it. Tomorrow’s marketer needs to be able to predict trends, not just spot them. Tomorrow’s marketer needs the tools to understand the macro, rather than just manage the micro.
It was with that in mind that we decided to flip the traditional ad tech paradigm on its head: Instead of building an ad serving platform that happens to incorporate some data, we built a data platform that happens to serve ads. That platform is CORE—our Creative Optimization Relevance Engine.
CORE is an entirely new way of thinking about data and digital advertising. Rather than looking to ad servers or DSPs—the most common of today’s ad tech platforms—we turned to other industries for our technological inspiration. Social media was particularly instructive. The major social media platforms process data on a scale far beyond any ad server or DSP. LinkedIn, for example, processes 1.1 trillion events a day. In contrast, a leading DSP might process 80 to 120 billion events per day.
Social media, thus, offered a far more valuable paradigm in our quest to develop a truly scalable data analytics platform that could power the next-generation of ad creative. To put it more bluntly, we took the analytics architecture originally developed by LinkedIn and used that as a starting point to build CORE.
So, what’s the difference? Four things: processing speed, processing power, flexibility, and future-readiness. I’ll be spending the next few weeks going through each of these in turn. We’re excited to be bringing truly breakthrough technology to the advertising industry—technology that will allow advertisers to create better, more personalized, more engaging brand experiences across the web.
By Dr. Byron Ellis, CTO
Get more CORE now. Click here to get a brief introduction.