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Aggregate Knowledge CEO Paul Martino On Big Data, DSPs and New Funds

Aggregate Knowledge announced today that it raised $9 million in a round led by OVP Venture Partners and with additional participation from Kleiner Perkins Caufield and Byers, DAG Ventures, and its original existing angels. See the release.

AdExchanger.com asked Martino about Aggregate Knowledge business and the funding environment for ad technology today.

AdExchanger.com: In the release on your new round of funding, "harnessing big data" is discussed. What is "big data"? And what might a typical client look like with "big data"?

PM: Big data means the ability to efficiently process tens of thousands of data transactions per second (DTPS) from advertiser site traffic (e.g. page views, clicks, purchases, any custom action), 3rd party data from data networks and data exchanges, and campaign data (e.g. impressions, clicks).

AdExchanger.com: Given your Aggregate Knowledge Discovery Platform, where does AK fit in the demand-side platform world? Are you a competitor, a partner, etc. to DSPs like MediaMath, CPM Advisors, [x+1], AppNexus, Invite Media, Turn, Adbuyer.com, etc.?

PM: We consider DSP platforms as partners because we do not handle media buying. We allow agencies to centralize the management of their audience data and segments and then distribute those targetable audience segments to not only DSPs, but also real-time bidders, dynamic creative vendors (including AK), and analytics platforms (including AK).

AdExchanger.com: What's the funding climate like these days for ad tech companies?

PM: There is definitely more activity, but VCs are a lot more rigorous in their due diligence. Getting really competitive term sheets really depends on the management team, the existing customer base, the product vision, and the technology.

By John Ebbert

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