Over the past several months, we worked closely with the Tapjoy data science and engineering team to implement MemSQL as the database to power their Mobile Marketing Automation and Monetization Platform. In order to deliver optimized ads to over 500 million global users and support over one million transactions per minute, Tapjoy needed a database that could enable HTAP, a Gartner term we refer to frequently at MemSQL, which stands for Hybrid Transactional and Analytical Processing.
Two Use Cases
Real-Time Ad Optimization
What does ad optimization look like to a user? Essentially, the Tapjoy Mobile Marketing Platform serves relevant ads from active ad campaigns based on how the ad has performed recently and how well the user fits the target profile of the ad campaign. Users are able to engage with ads and earn reward points, and advertisers generate revenue. For ad optimization to occur in real-time, data needs to be made usable very quickly. The combination of high performance and low latency makes MemSQL a good fit for this need. Across the cluster, Tapjoy is able to process 60,000 queries per second at a response time of less than ten milliseconds.
The second use case for Tapjoy and MemSQL is overlap analysis, or ad targeting based on a user falling into multiple market segments. For example, it is easier to target a user if you can categorize them in several ways, like a sports fan from Texas with kids. MemSQL provides a real-time stream of data, and familiar SQL interface, enabling Tapjoy to analyze user interest data quickly and efficiently to serve the right ad to the right person at the right time. In short, if you know SQL, you can do big data. We detailed more of this use case in a previous blog post: Boost Conversions with Overlap Ad Targeting.
MemSQL provides several important benefits when it comes to enabling HTAP, beyond the SQL interface. Unlike HBase, Tapjoy’s prior solution, MemSQL allows for updates and deletes. In addition, MemSQL can be easily integrated with standard tools and APIs. Interoperability with hardware is something that we see as a boon to our customers – they can build their own white box solution, leverage commodity hardware and deploy in public or private clouds. Finally, MemSQL embodies HTAP by combining transactions and analytics in one system, which achieves high throughput and low latency.
With a slew of competitors in the digital advertising space, having instantaneous access to data up to the last click and having the capability to concurrently analyze that data is a key differentiator for Tapjoy.
For more information on Tapjoy and MemSQL at the In-Memory Computing Conference, visit: memsql.com/imcsummit.
Read the official announcementhere.