Meeting the Need for Operational Intelligence
The cable TV industry faces ever growing competition from “over the top” (OTT) content providers like Netflix and Hulu, who are gaining market share and competing with each other, while advertising dollars are being split over these competing digital venues. This landscape has challenged media providers to find ways they can leverage their unique data to personalize the viewing experience and create relevant advertising for their subscribers.
Operational intelligence enabled by in-memory computing meets this need. Running on an elastic cluster of commodity servers, ScaleOut’s in-memory technology can ingest streams of real-time data from set-top boxes, correlate it with historical and account data, analyze it in-memory, and deliver personalized content recommendations and advertising to subscribers with sub-second latency.
The Opportunity for Personalized Advertising
Although advertisers now bid in real-time on web sites, media companies typically target ads to groups of similar people instead of individuals. By analyzing unique viewing profiles and history in real-time, they can increase the relevancy and effectiveness of their ads.
Targeting Ads with Operational Intelligence
Operational intelligence can combine set-top box data with historical patterns to form a real-time model of viewer behavior which is used by bidding systems to evaluate and select ads — all within milliseconds.