SAS acquires ad server tech

manage, forecast, optimise and measure ad inventory, Daily Research News notes.

Terms of the deal were not disclosed. aiMatch's platform aggregates data sets and includes smart forecasting and fulfilment tools, along with business intelligence.

The solution proactively identifies where the most availability exists by product, placement and/or revenue, including insight into who has purchased the inventory previously.

Joe Stanhope, senior analyst at Forrester Research, says the acquisition brings some new and specific functionality for SAS, like features for inventory management and an ad server toolset to build on, as well as aiMatch's ad industry on-demand know-how, Information Management writes.

“Many of SAS's offerings are traditionally on-premise deployments, so this acquisition gives them more expertise in SaaS delivery, which should fuel product development and the ability to deliver solutions across a variety of deployment methods to meet client needs,” Stanhope says.

According to Business Wire, the digital advertising market is growing rapidly. Last year, $32 billion was spent on online advertising in the US and the market is projected to reach $50 billion by 2015.

“Digital advertising has huge potential to benefit from the application of advanced analytics,” says Jim Davis, senior VP and chief marketing officer at SAS.

“Publishers lack a solution to help them efficiently manage ad inventory. Advanced analytics will help determine optimal ad pricing, audience and inventory to yield maximum ad revenue.”