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In an effort to offer clients ad serving and reporting services they currently get from third parties, Giant Step, Chicago, has invested in a nearly $4 million data center to provide closed-loop measurement and tracking of online ad campaigns.
The unusual combination of creative services and back-end tools will pit Giant Step against such companies as ad measurement firm AdKnowledge, Palo Alto, Calif., and IP net-work provider Level 3 Communications, Omaha, Neb. In the complicated world of online ad management, clients and agencies may have to use several vendors in order to manage even one campaign.
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