Native programmatic advertising firm, TripleLift, has selected VoltDB, the enterprise-class database for business apps, to power real-time native ads.
The partnership enables TripleLift to roll out more targeted native programmatic ads. VoltDB will act like a data stream analysing tool to deliver real-time bidding auctions and match a balance between ad placements and buyer demand.
Given a rise in ad blockers across mobile and desktop devices, native ads present an opportunity to deliver ads that slot into the editorial content. BI Intelligence anticipates says that native ad revenue will make up 74% of total US display ad revenue due to the availability of programmatic technology.
Michael Harroun, Head of Backend Engineering at TripleLift, explains that the company has been analyzing its data streaming for a while now and noticed a latency being introduced on a per-batch basis.
“Couple that with the inefficiencies associated with managing multiple Spark clusters in four separate data centers globally, and we knew we needed a database refresh. The VoltDB Fast Data platform has not only reduced our footprint, but provided us with the ability to meet the real-time demands of mobile ad placement while ensuring the accuracy of a growing number of transactions to keep our clients’ ad budgets and actual spend aligned.”
TripleLift says it can offer marketers a more engaging, in-feed native ad format that has the potential to reach millions of consumers.
The VoltDB addition makes the programmatic process even faster to process over nine billion daily events.
David Flower, President and CEO of VoltDB, says:
“Two of the biggest challenges in digital advertising are delivering the right content to the right audience at the right moment and then accurately billing the publisher and advertiser for that content. The key to overcoming these challenges is consistently ingesting, analyzing and acting on live data streams. TripleLift recognized the need to go beyond batch analysis to satisfy the real-time demands of its business. The VoltDB Fast Data Platform enables digital advertising platforms like TripleLift to more efficiently and effectively harness the power of real-time insights to deliver differentiated offerings that meet their customers evolving needs.”