Adfonic processes 100 billion global ad impressions each month
Company Size
200-1,000
Product
- Aerospike
- Madison DSP
Tech Stack
- NoSQL
- Key-Value Store (KVS)
- SQL
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Digital Expertise
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - Database Management & Storage
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Functions
- Business Operation
Use Cases
- Digital Twin
- Real-Time Location System (RTLS)
Services
- Software Design & Engineering Services
- System Integration
About The Customer
Adfonic is a company that specializes in mobile advertising, providing a platform that allows advertisers and agencies to access global mobile web and application inventory through a single buying point. The company processes over 100 billion global ad impressions per month, making it a significant player in the mobile advertising industry. Adfonic's platform is designed to run performance, rich media, and video ad campaigns across a wide range of inventory sources, aiming to drive direct response, increase consumer engagement, and build brand awareness. The company places a high priority on data-driven mobile ads, requiring rapid response times and reliable real-time performance to meet the demands of its extensive customer base.
The Challenge
Adfonic’s mobile ad buying platform enables customers to run performance, rich media, and video ad campaigns across a wide range of inventory sources to drive direct response, increase consumer engagement, and build brand awareness. To support the many functions of its platform, Adfonic has placed a priority on applying the right data management solution to each requirement. Some parts of the platform have been well served by traditional SQL database technology. However, when Adfonic rolled out its Madison mobile demand-side platform (DSP) utilizing real-time bidding (RTB), the company quickly realized the need for a different approach. The ad-server in Madison, designed to serve as a real-time ad traffic handling system, demanded responses within 5 milliseconds. Adfonic evaluated SQL databases but found that they failed to meet the critical access times. The company then reviewed several commercial and open-source NoSQL and key-value store (KVS) solutions.
The Solution
Adfonic evaluated several NoSQL and key-value store (KVS) solutions and found that only Aerospike met their requirements for predictable real-time performance. An extensive proof of concept demonstrated that Aerospike also addressed the full redundancy and automated data replication that Adfonic required. Moreover, only the Aerospike database offered the ability to remove expired records through its Evictor automated data feature. Other factors in Adfonic’s decision were Aerospike’s responsive technical support and the database’s self-managing topology, which eliminates the need for operational intervention and ensures consistent, predictable performance. Today, Adfonic deploys Aerospike clusters in four locations: a central hub and three geographically distributed data centers. Each fully redundant Aerospike cluster runs on standard hardware running Linux and consists of two servers with 48 GB RAM. Each cluster manages 240 GB of real-time data—half of the available 480 GB of available platform memory on disk.
Operational Impact
Quantitative Benefit
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