The online media marketplace is complex, constantly evolving, and fast paced. The rise of online video platforms, such as YouTube, have proved that the traditional approach of a few companies generating content, setting view times, and dictating distribution channels is rapidly declining. Consumers are gaining more control over timing (e.g. TiVo, DVR), medium (e.g. YouTube, Metacafe) and format (e.g. Flash, RealPlayer, and Mobile) in which they consume media. This has fueled an ever-increasing number of new media platforms making it difficult for advertisers and content producers to engage audiences with meaningful content and relevant advertisements.

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