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Working Paper: Case Study

AdJuggler: Using Data Science to Serve the Right Ad at the Right Time

The rise of digital advertising disrupted and transformed the industry, creating opportunities and challenges for buyers and sellers of digital ads.
CASE STUDY

An in-depth description of a firm’s approach to an IT management issue (intended for MBA and executive education)

Abstract

The rise of digital advertising has disrupted and transformed the advertising industry, creating opportunities and challenges for buyers and sellers of digital ads. AdJuggler, a thirty-person advertising software company, identified an opportunity to monetize remnant or unsold digital ad space. Using data from internal and external sources, AdJuggler created analytical models to establish more accurate pricing for remnant inventory that it sold through a real-time auction mechanism. This case describes how AdJuggler’s efforts to compete within the digital advertising industry led the company to reconsider its technology platform, the talent needed to support and grow its business, and the nature of its customer interactions.

About the Authors

MIT CISR Researcher

Paul Tallon, Sellinger School of Business at Loyola University Maryland

MIT SLOAN CENTER FOR INFORMATION SYSTEMS RESEARCH 

Founded in 1974 and grounded in the MIT tradition of rigorous field-based research, MIT CISR helps executives meet the challenge of leading dynamic, global, and information-intensive organizations. Through research, teaching, and events, the center stimulates interaction among scholars, students, and practitioners. More than ninety firms sponsor our work and participate in our consortium. 

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