Citrusleaf Blog

By Tammy Artim, VP Marketing

At Citrusleaf we are directing our energy and focus on the digital advertising market. The advertising industry is booming–especially for online and mobile advertising–focused companies. The ad:tech conferences in San Francisco and Singapore have been enlightening. The companies attending are on the hunt for new technologies to gain additional insights on consumer behavior and to deliver even more compelling products and services. We are pleased to see the thirst for technology and to have met many of the innovative companies leading this market.

What are advertising companies looking for in terms of new technology? Two things have come up repeatedly: extremely fast, reliable, highly available databases to store their critical user data, and real-time methods for extracting insight from months of behavioral data. Demand-side platforms, exchanges and ad technology companies are deploying new technologies so they can quickly and reliably extract the key pieces of data they need to run their business. Companies are looking deeper into the relationship between the advertisements and the consumer to determine why consumers make their decisions to click on an ad or what compelled them to make a particular purchase. Emerging NoSQL database technology has proven to be a successful tool for companies to handle high velocity, data-intensive environments and to address both of these needs.

We’ll post further insights about the application of NoSQL in real-world environments. Next on our list: demoing live at the OSCON Data Conference on July 27th and 28th.