How InMobi serves 1.5 billion mobile consumers with a personal touch
Company Size
1,000+
Product
- InMobi Discovery Platform
- Miip
- Aerospike
Tech Stack
- Aerospike
- Hbase
- Cassandra
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 Industries
- Professional Service
- Retail
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Maintenance
- Real-Time Location System (RTLS)
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
- System Integration
About The Customer
InMobi is a leading independent mobile ad network that operates in real time on a global scale. Its discovery platform, known as Miip, takes mobile advertising to a new level, ingesting terabytes of data to enable 12 billion “discovery sessions” per day. The platform helps publishers promote and monetize their apps, allows advertisers to precision-target audiences with relevant offers, and creates interactive, personalized experiences of brands for mobile consumers. InMobi serves 1.5 billion active users on its network and handles terabytes of user profile data, consuming about 12 billion events and receiving about 150,000 requests per second at peak load times.
The Challenge
Early on, InMobi’s executive team began evolving the Miip platform to meet changing market demands. Platform innovation brought new requirements for the underlying database technology in terms of performance, scalability, reliability, ease and efficiency. These requirements were beyond the scope of Hbase, which they had originally deployed as their key value store. A decision was made to evaluate other database options, including Cassandra and Aerospike.
The Solution
InMobi chose Aerospike as the underlying database technology for its Miip platform. Aerospike outperformed Hbase and Cassandra in terms of performance, scalability, reliability, ease, and efficiency. Aerospike enables fast look-ups to enrich ad requests with information about mobile consumers, stores rich user profiles for audience targeting, and provides very fast look-ups in the real-time bidding environment. It also supports metadata tasks for analytics tools and synchronizes data across data centers on four continents, ensuring consistent data for users in more than one hundred countries. Aerospike’s Cross Datacenter Replication is an out-of-the-box capability that freed InMobi from having to build these systems themselves.
Operational Impact
Quantitative Benefit
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