Barb's Data Hub Launches

UK video ad currency body Barb has officially launched the Barb Data Hub, a cloud-based system for storing, processing and distributing its viewing data to the industry. The organisation's Panel Plus prototypes, Ads Hub and API will be integrated with the Hub.

Barb says the new platform, for which tenders were issued in July last year, represents a 'substantial overhaul' of its infrastructure for storing, processing and distributing data. The Hub centralises the creation of its DB2 daily viewing files, codifies and standardises its calculation methodology and should therefore reduce duplication and support the consistency of data output. MediaSense and Snowflake were selected in February as tech partners for the development and operation of the Hub.

Barb Panel Plus prototypes, which extend its use of big data sets for integration with panel data, are sited within the new platform, and two other features are due for integration: Barb Ads Hub, a new analytics system to support full-cycle campaign optimisation, from January 2026; and the third phase of Barb's API, due for launch later in 2026.

Barb clients can continue to access viewing data using existing methods according to their preference and practice. COO Caroline Baxter says of the launch: 'The Barb Data Hub sits at the core of our new data-distribution strategy, which seeks to offer our clients greater choice, ease of use and flexibility in how they access our trusted viewing data. The Data Hub will continue to evolve as we integrate our other initiatives into it, making it a comprehensive Barb data warehouse.'

Web site: www.barb.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.