Serving up contextually meaningful ads is not a simple task. Facebook is just one site that continues to struggle with personalizing ads to address the users’ interests. 41 Ads, a company in the HANA Startup Program, has taken this challenge head-on. During a recent trip to San Francisco, Jon stopped by 41 Ads headquarters and shot this video with Founder and CEO Steven Clark-Martin.

Clark explains how serving up ads that tap into user interests is now possible with HANA, when combined with 41 Ads own proprietary means of building relevant data streams. The guys also talk about how privacy concerns can be overcome, and how you win the trust of your audience to get them to opt-in to ads that rely upon demographic content. Clark also shares why Mongo, despite its strengths, is not as good a fit for 41 Ads’ needs as HANA.

Show Notes

1:10 Ads should be relevant – but that presents technical and data challenges

1:52 How HANA fits into the picture

2:40 “Advertising is a huge opportunity” – what will it take to get to market quickly?

3:35 The limitations of Mongo and what HANA can offer. What does 41 Ads need from SAP to make this happen?

Disclosure: This video is part of a project commissioned by SAP to amplify startup activity and developer innovation on HANA, mobile, and the SAP cloud.