• by Tyler Loechner  @mp_tyler, August 5, 2014

ChoiceStream, a demand-side platform (DSP), on Tuesday announced the launch of an analytics and reporting dashboard, dubbed cs.Console. The company announced the console at VentureBeat’s GrowthBeat event.

ChoiceStream built the dashboard's underlying measurement technology, according to CEO Eric Bosco. The data is available in real-time, and Bosco said it also includes data from campaigns that advertisers ran with ChoiceStream in the past.

Real-time analytics have been hot in 2014, as advertisers look to keep pace with the media they are buying. While ChoiceStream's new console is for analysis and reporting only -- meaning that advertisers can’t adjust campaigns based on the analytics straight from the cs.Console -- Bosco said in an earlier statement that the company’s algorithms already adjust campaigns in real-time.

In other words, the new analytics hub is intended to give marketers a deeper look into campaign performance, rather than blindly trusting what algorithms do behind closed doors. In one sense, it's putting more power into the hands of the people.