One of the biggest priorities at TubeMogul with Big Data was to make data easily accessible to non-engineering groups. Big Data was in high demand across the whole organization. Marketing sought insights to educate customers and establish insights around best practices and trends. Marketing research analysts needed to understand trends in viewability, inventory available, price and much more. Business Development needed Big Data to work more effectively with publishers and data partners. The business intelligence team demanded better visibility into business metrics, brand safety and inventory analytics. The machine-learning team sought to make TubeMogul’s advertising more relevant by optimizing the process of presenting the right ad to the right person at the right time.
TubeMogul’s fixed cluster and Amazon EMR required significant engineering time to accommodate all of its business users. The company needed engineering involvement to setup and manage clusters, to determine which nodes to run, to access keys and to complete account management tasks. Adam Rose, TubeMogul’s CTO explains, “We had very large datasets and had to run queries every day to populate smaller normalized tables so that we could analyze data over time, for instance, historical price trends for the past six months. This required writing Python scripts, which can be time- consuming for our business analysts.”
TubeMogul, now part of Adobe, is the leading software company for brand advertising. TubeMogul’s advertising software enables the world’s largest brands to streamline their global, cross-channel advertising from a single platform. By improving transparency and leveraging real-time data, our software provides holistic planning tools, analytics and insights across television, video, display, mobile, social and other brand advertising initiatives.
“Qubole gave us the usability and scalability we need to drive insights from adoption of big data across our entire enterprise. Making our business users self-sufficient got us where we wanted to be.” -Adam Rose, Head of Engineering, Adobe Advertising Cloud
When the company heard about Qubole Data Service (QDS), they jumped at the opportunity for zero cost of entry, no upfront capital expenses and no long-term commitment. Specifically, QDS’ auto-scaling, automated cluster management and the web-based tools that allowed its business users to efficiently schedule queries were particularly appealing.
“We had very large datasets and had to run queries every day to populate smaller normalized tables so that we could analyze data over time. This required writing Python scripts, which can be time-consuming for our business analysts. Making our business users self-sufficient got us where we wanted to be.” -Adam Rose, Head of Engineering - Adobe Advertising Cloud
Now that TubeMogul has successfully rolled out QDS, the company is focused on deriving even more insights through faster queries. TubeMogul will also use Presto-as-a-Service, a SQL engine that QDS has integrated to perform real-time interactive queries.