Dstillery's investment in data science dates to 2008, when the company – then known as Media6degrees – first applied big data analysis with a social skew. Since then it has broadened its focus to a wider range of digital media, but has retained its emphasis on the data.
The person in charge of those efforts today is Claudia Perlich. As chief scientist, she oversees the data and algorithms that drive decisioning, targeting and fraud detection for the programmatic ad network.
She started four years ago at Dstillery, where top clients include American Express, AT&T, Time Warner Cable and Neiman Marcus. Previously she worked for IBM Research focusing on predictive modeling and marketing.
Perlich spoke to AdExchanger about data science as it relates to paid advertising, programmatic methodologies and cross-device targeting.
AdExchanger: In what category do you bucket yourself? Any interest in launching a "self serve" business?
CLAUDIA PERLICH: The "bucket" question has always been a challenge for us. Terry Kawaja puts Dstillery in the "Targeted Ad Network" bucket on his LUMAscape, which is probably the most appropriate. But our services encompass the core of a DSP and the core of a DMP. We are a company focused on identifying new customers for our marketing partners, and we provide a full suite of services allowing those partners to execute on that intelligence across any channel. (more…)