In today’s interactive advertising ecosystem, data has become a valuable form of currency. In fact, an April report from Adap.tv and DIGIDAY found a significant majority of marketers in North America used data to enhance their ad targeting efforts. But advertisers aren’t the only ones reaping benefits from online data—and using it to inform campaign decisions.
Cloud-based data management platform Krux Digital sampled and analyzed data collection activity among the top 50 ad-supported content publishers (by comScore’s ranking) and found that ad servers, networks and publishers accounted for the majority of US data collection volume thus far in 2012.
Varian foresaw great advances in ways to satisfy people’s needs, better matches between buyers and sellers, and a more robust advertising environment due to the availability of vast quantifies of rich, real-time, highly available “big data.” His predictions today ring truer than ever.
Now, the information-rich environment enabled by the net is transforming marketing into something more. Specifically, marketing is becoming the new research and development (R&D). Marketers now have immediate access to consumer behaviors and reactions across multiple channels and media. This empowers them to take a leadership role in determining consumer preferences, meeting customer needs, and helping match supply with demand. In other words, driving the business.
IDC News Release, 12/6/10
According to International Data Corporation’s (IDC) EMEA Quarterly Server Tracker, EMEA server revenue in the third quarter of 2010 reached $3.1 billion, up 6.4% on the same quarter last year. The number of servers shipped was up 10.2% year on year after nearly 550,000 were sold. The strong results, with shipment volume back to double-digit growth, and revenue growth also significant, must be read in the context of a very weak third quarter last year, favoring year-to-date comparisons. When looking at revenue in absolute terms, it becomes apparent that the server market results are a long way from the peak seen in the fourth quarter of 2007, when revenue reached $5.4 billion.
By technology, x86 industry standard servers consolidated their position as the dominant technology, with $2.2 billion in revenue and 533,000 shipment units, an annual growth of 26.5% and 11.0% respectively. It is worth noting that the strong revenue growth, more than double the unit growth rate, is a positive sign that industry standard servers are avoiding the trend toward commoditization seen in previous quarters. Higher ASVs are a sign that enterprises are moving their mission-critical applications to x86 from RISC, CISC, and EPIC, and demanding more richly configured systems with higher availability features.