madvertise Manages 25 Billion Mobile Ad Impressions and Guarantees 24/7 Uptime

with Aerospike Database Utilizing Hybrid DRAM and Flash Memory

New case study explores how madvertise’s Decision Engine responds within milliseconds and maintains predictable performance even during peak traffic with Aerospike

MOUNTAIN VIEW, Calif. – Catapulted by the fast-growing popularity of smartphones and tablets, mobile premium ad spending in Germany is expected to jump from $79 million in 2012 to $135 million in 2013—a 70% increase1. Meanwhile, mobile ad revenues across Western Europe are projected to grow from $1.6 billion to $1.9 billion in the same period2. As a leading mobile advertising player, madvertise builds technology to enable companies worldwide to leverage the power of mobile advertising.

“Gartner: Mobile ad revenues on pace to reach $11.4B in 2013”

A new case study examines how madvertise is using the Aerospike real-time database utilizing hybrid DRAM and flash memory to manage 25 billion page impressions each month while handling queries within milliseconds and maintaining 100% uptime. The full madvertise case study is available at:

madvertise enables agencies and clients to effectively target their audiences and achieve the best campaign results with innovative mobile campaigns. At the heart of its platform works a unique piece of technology, the madvertise Decision Engine (RDE). madvertise´s RDE enables efficient delivery of innovative, highly targeted mobile advertising campaigns to audiences on mobile devices using RTB inventory. Additionally, madvertise provides solutions for agencies and sales houses offering intelligent campaign formats, inventory management, and performance optimization.

madvertise Case Study

The new case study discusses the challenges specific to mobile advertising and examines the competitive evaluation that led madvertise to choose the Aerospike database. It also discusses how Aerospike developed an asynchronous Java API, enabling both madvertise’s mobile application and the Aerospike database to multitask more efficiently in order to maximize responsiveness. Key benefits that madvertise has realized with Aerospike include:

  • Enables predictable real-time processing of 25 billion-plus mobile page impressions per month while scaling linearly to support hundreds of thousands of queries per second (QPS).
  • Asynchronous Java API allows both the mobile application and database to multitask, eliminating unnecessary wait times and speeding responses.
  • Aerospike’s Evictor feature supports time-to-live (TTL) values by automatically deleting expired data to maximize database efficiency and performance.
  • Aerospike’s scalability, 100% uptime, and predictable behavior enable madvertise to maintain its service-level agreements (SLAs).

“We have been very pleased that the Aerospike database has performed as advertised without any drops. It was refreshing to see the very sane behavior of the Aerospike database in many cases where the other systems had behaved erratically,” said Martin Karlsch, madvertise co-founder and CTO. “Based on the rapid expansion of our business, we expect that our data management needs will grow by a factor of two to three by the end of the year, and Aerospike clearly will be central to our expansion.”

“madvertise is a one of the premier providers of solutions for mobile advertising in Europe, with a successful business model that has enabled the company to grow 130% in the last year alone,” said Brian Bulkowski, Aerospike founder and CTO. “We are excited by madvertise’s success in implementing our Aerospike real-time database to predictably meet its SLAs with customers, as well as provide the proven performance, efficiency and scalability to support operations that are expected to more than double again in 2013.”

About madvertise

madvertise is a leader in next-generation mobile advertising. Founded in 2008, madvertise builds technology to enable companies worldwide to leverage the power of mobile advertising. The company is a pioneer in mobile real-time bidding (RTB) and currently bids on 25 billion impressions with up to 150,000 requests per second. madvertise also provides solutions for mobile data refining, rich media, video pre-roll, inventory management, and performance optimization. Our overall mission is to deliver excellent performance through our superior technology, with unparalleled reach to selected location-based target groups on mobile websites or in mobile apps. Customers like BMW, Ford, ING, Vodafone, Lufthansa, EA Games, Universal and Bacardi trust madvertise to allocate their mobile advertising budget with superior performance.

The company has received over $10 million in venture funding from Earlybird, Team Europe, and Point Nine Capital of Berlin, as well as Blumberg Capital and Felicis Ventures of Silicon Valley, USA. madvertise has over 100 employees with headquarters in Europe’s tech hub Berlin and further offices in London, Madrid, Milan and Istanbul.

About Aerospike

Aerospike, Inc. offers the only real-time Internet-scale database that delivers predictable high performance for mission-critical applications. Aerospike’s architecture, which utilizes hybrid memory (DRAM and native flash), scales up and out, consistently processing over 500k transactions per second per node with sub-millisecond latency. With automatic fail-over, replication, and cross data center synchronization, the Aerospike database reliably stores billions of objects and terabytes of data—while providing 100% uptime and 17x better TCO than other NoSQL databases. Customers accelerating their business with Aerospike include adMarketplace, Bluekai, Chango, eXelate, Federated Media, The Trade Desk and [x +1]. For more information, visit

Aerospike is a registered trademark of Aerospike, Inc., in the United States and/or other countries. All other trademarks and registered trademarks are the properties of their respective owners.

1MAC Mobile-Report 2013/01, “Gartner: Mobile ad revenues on pace to reach $11.4B in 2013,” Jason Ankeny, January 18, 2013