SiteScout Self-Serve Media Buying Platform Achieves 1-millsecond Response Times While Managing 12 Billion Ad Impressions Daily
Company Size
1,000+
Region
- America
- Europe
Country
- Netherlands
- United States
Product
- SiteScout Platform
- Aerospike NoSQL database
- Google protobuf toolkit
Tech Stack
- NoSQL database
- Key-value store
- Flash-based SSD
- DRAM physical storage
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Digital Expertise
- Productivity Improvements
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Infrastructure as a Service (IaaS) - Cloud Storage Services
Applicable Industries
- E-Commerce
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Digital Thread
- Real-Time Location System (RTLS)
Services
- Data Science Services
- System Integration
About The Customer
SiteScout is a company that offers a self-serve media buying platform, helping companies of all sizes to capitalize on the opportunity of real-time bidding (RTB) in digital marketing. The platform is integrated with all major ad exchanges, ad networks, supply-side, and data management platforms, including Google, Rubicon, Admeld, Pubmatic, OpenX, PulsePoint, Improve Digital, Proximic, Lotame, MoPub, Nexage, and Smaato. SiteScout works with thousands of advertisers, ranging from small and mid-size businesses to global brands, to optimize real-time advertising campaigns for greater profitability. The company’s platform manages more than 12 billion daily ad impressions in real time, across the Web and on mobile devices.
The Challenge
The SiteScout Platform, a demand-side platform (DSP) for real-time bidding and reporting, works with massive volumes of logged cookie matches and user data profiles to distribute targeted display ads with RTB functionality. To further maximize the penetration and reach of ads, SiteScout also offers a number of advanced DSP features, including auto-optimization, retargeting, and mobile traffic support. The demands of the DSP are heavy, requiring low-latency replies, high availability, and the ability to scale, as well as the ability to replicate data across multiple data centers. Early on, SiteScout recognized that a NoSQL database would be best suited for handling its large scale amounts of data. However, the first NoSQL database the company implemented failed to meet SiteScout’s performance demands. The initial NoSQL database was not a true, multi-threaded database, limiting the ability to effectively utilize the machine specification, which was a hugely limiting factor.
The Solution
After further research and evaluation, SiteScout chose to replace the current database with the Aerospike real-time NoSQL database and key-value store. The Aerospike database is specifically built for the demands of a DSP. Migrating the company’s data from the old NoSQL database to Aerospike was a straightforward process of re-implementing the database. The performance obtained with Aerospike was far greater than before. SiteScout deploys Aerospike clusters in each of three geographically distributed data centers: Los Angeles, Virginia, and Amsterdam. To synchronize data and ensure business continuity across these sites, SiteScout has implemented Aerospike’s cross data center replication in a complex ring topology. SiteScout also uses a combination of flash-based solid-state drive (SSD) and DRAM physical storage to maximize speed and scalability. This is facilitated by Aerospike’s native optimization for both flash and SSDs. Additionally, SiteScout uses the Google protobuf toolkit to write out data in the Aerospike database, compressing the data into a much smaller footprint and providing interoperability with any language. SiteScout also takes advantage of Aerospike’s Evictor time-to-live (TTL) feature, which automatically removes expired records once they have timed out.
Operational Impact
Quantitative Benefit
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