adMarketplace pioneers Search Syndication
Company Size
200-1,000
Region
- America
Country
- United States
Product
- Aerospike
- HP Vertica
Tech Stack
- NoSQL Database
- Key-Value Store
- Solid State Drives (SSD)
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Database Management & Storage
- Infrastructure as a Service (IaaS) - Cloud Databases
Applicable Industries
- E-Commerce
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Software Design & Engineering Services
- System Integration
About The Customer
adMarketplace is a leader in search syndication advertising, delivering the first and only network that allows advertisers to bid by specific traffic source and keyword combinations. Founded in 2000, adMarketplace was selected by eBay as the exclusive pay-per-click (PPC) management platform for eBay sellers in 2003. In 2007, the company developed an entirely new search syndication network platform, which they opened to all PPC publishers and advertisers. adMarketplace enables Web marketers to move beyond the constraints of page results to mine the entire Internet for actionable business opportunities. The company is self-funded and has incorporated the Aerospike real-time NoSQL database and key-value store into its powerful platform for optimizing pay-per-click advertising and delivering Internet-wide business opportunities within milliseconds.
The Challenge
The move from supporting one major ecommerce property to serving an extended network of PPC publishers and advertisers placed new demands for managing huge volumes of data and processing it reliably and quickly within milliseconds. The adMarketplace database would work in concert with an existing HP Vertica data warehouse. However, the self-funded company needed an affordable alternative to traditional database management systems (DBMS) that carried $1 million-plus price tags for what adMarketplace needed to do. The first attempt was a popular open source, NoSQL database designed to handle Web-scale volumes of data. adMarketplace had it in production for three months. However, it presented two problems. The first was the complexity of set up. Second was an inability to scale reliably; adMarketplace could not get it to provide the 100% uptime required for the business even working with the database firm’s consultants. At the same time, adMarketplace was expanding the amount of data it managed, and the need for another database solution quickly became clear.
The Solution
adMarketplace’s continued search led to the Aerospike real-time NoSQL database, and the company began a three-phase evaluation, which began with discussions between adMarketplace’s IT group and the Aerospike team. The meetings with the Aerospike team left adMarketplace confident in both the product and the support that the team could provide. Second, adMarketplace did its due diligence by talking with Aerospike’s customer references. Finally, the company validated that Aerospike would support adMarketplace’s needs by performing a proof of concept. The IT group ran the software in various scenarios similar to its production usage and simulated fail cases with the hardware, software, and data overloads. Today, adMarketplace operates two Aerospike database clusters. Each runs on four dual-processor systems with Intel Xeon CPUs, 48GB RAM, two 146GB 10K SAS system drives, four 4x120GB solid state drives, which are behind RAID arrays to maximize storage. The Aerospike clusters currently handle 50,000 transactions per second—with the ability to scale to 200,000 per second—while predictably responding within milliseconds.
Operational Impact
Quantitative Benefit
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