As much as social media and search engines do to encourage user engagement, the area of advertising is one that continues to provide friction between companies and their customers. With the tools provided by the advancements in Big Data, some tech groups are looking to improve that situation for both sides.

Evan Lin, product manager at Visibility Measures Corp., joined Dave Vellante (@dvellante) and Paul Gillin (@pgillin), cohosts of theCUBE, from the SiliconANGLE Media team, at this year’s HPE Big Data Conference, where the three discussed the operations of Lin’s company, the incredibly wide presence of ads online and the broad net cast to collect consumer data.

Content and collection

Lin began by giving a rundown of his company’s goals and methods, which largely concern helping its clients achieve their own product visibility goals. “We are a content-advertising company, and we specialize with working with brands and agencies and delivering their video-ad content,” he said. “We also do a lot of measurement services as well, and it helps us pair up our media capabilities, where we do offer a lot of data insights to our clients, helping them optimize their spend and their ad dollars.”

As Visibility Measures undertakes these endeavors for the client, it also engages in collecting data insights “on the side in regards to what their competitors are doing, what their space is doing and what the trends in the marketplace are,” Lin explained.

Tracking the data

Visibility Measures is currently working with thousands of ad publishers that attach metatags to different users that visit their sites, which helps them get a large start into understanding the online demographics.

“It’s really hard for a marketer to get understanding of how their content is performing, relative to itself and also relative to its competitors,” Lin shared. “So we’ll find all this branded content for not only the clients that we work with, but for also tens of thousands of other brands that we don’t work with. We’ll look at things like view-counts, velocity of growth, social interactions, comments, sentiment analysis, and we’ll sort of bundle all that together and present it to our customers.”

Visibility distinction

“What sort of makes us unique is … that we’re sitting on seven years of historical data, and seasonal data too,” Lin asserted, pointing toward the deep well of explorable qualities and data connections as a major draw for its clients.

With understanding the correlations in data gathered from analysis of ad campaign actions, “what we sort of provide is a holistic snapshot of that,” Lin said. “Attribution is always a bit more difficult, to sort of link individual buying actions with campaigns.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of the HPE Big Data Conference.

Photo by SiliconANGLE