SOURCE: Infobright


December 07, 2011 08:05 ET

FreeWheel Deploys Infobright Open Source Database to Power Analytics for Video Advertising Technology

TORONTO--(Marketwire - Dec 7, 2011) -

News Summary

  • FreeWheel, the video technology company serving some of the largest media and entertainment companies in the world, has gone live on the Infobright® Community Edition (ICE) analytic database.
  • ICE helps FreeWheel provide clients with critical intelligence on online video advertising performance.
  • Benefits to FreeWheel include cost savings on hardware storage enabled through Infobright's high rate of data compression (40:1), as well as fast analytics; queries that took minutes now take only seconds, ensuring near real-time analytic turnaround that allows decision makers to quickly fine tune their advertising strategies.

Full Story
Infobright today announced that FreeWheel, the video technology company, has gone live on the Infobright® Community Edition (ICE) analytic database -- using the solution to support fast, affordable and resource-efficient analysis of high volumes of video advertising performance data. With ICE, FreeWheel is able to better serve the needs of its swiftly growing client base, which includes some of the largest media and entertainment companies in the world.

FreeWheel's technology and services help companies more profitably syndicate and scale their video content online. Detailed analysis of data tracking video and ad views not only gives FreeWheel insight on how to optimize its solutions; it also empowers the company's customers to identify what content is generating the most revenue. As FreeWheel's business has grown, its MySQL database could not keep up with the hundreds of millions of records and ad impressions that needed to be analyzed daily. Seeking a solution that could handle the volume and deliver useful business intelligence, FreeWheel selected Infobright after testing the database alongside several other offerings.

Backed by ICE, FreeWheel can now more rapidly gather intelligence related to video views and ad performance, and even enable clients to generate their own ad-hoc reports on demand, through a dedicated user interface. This is because Infobright's deep compression capabilities and innovative column-oriented (rather than row-oriented) architecture enables users to load and query large data sets much faster than traditional relational databases -- without incurring additional hardware or maintenance costs. Queries, such as "which content generated the most ad click throughs?" or "how does content length affect ad performance?," that used to take minutes now take only seconds, ensuring near real-time analytic turnaround that allows decision makers to fine tune their advertising strategy on-the-fly. FreeWheel is also seeing a compression ratio of 40:1, which should translate into big savings on hardware needed for storage.

Supporting Quotes

"As more consumers get their TV shows, movies, music, and sports online and through mobile devices, content providers know that monetizing these channels is critical. Because ICE is primed for high-performance analytics, it's streamlining the way we track and query big volumes of online data. This means that our clients can quickly get the insights they need to maximize revenue and profitability."
-- Diane Yu, co-founder and Chief Technology Officer at FreeWheel

"We are glad that FreeWheel is getting so much value from using ICE for their advertising analytics. ICE is optimized for analyzing Web and other machine-generated data and is a great fit for fast-growing Internet businesses like FreeWheel. In addition, ICE users have an easy path to Infobright Enterprise Edition (IEE) when they need the added performance, availability and operational ease of-use that IEE provides."
-- Susan Davis, VP, marketing and product management at Infobright

About FreeWheel
FreeWheel gives enterprise-level media companies the infrastructure they need to create scaled, profitable content businesses in the new media landscape. Founded and led by a team of executives from the world's leading technology companies, FreeWheel's solutions have already armed companies like FOX, ESPN, Turner, VEVO, and others with the technology and services they need to manage advertising and operations across a multiplicity of devices. You may learn more at and follow the company @FreeWheeldotTV.

About Infobright
Infobright's high-performance database is the preferred choice for applications and data marts that analyze large volumes of "machine-generated data" such as Web data, network logs, telecom records, stock tick data and sensor data. Easy to implement and with unmatched data compression, operational simplicity and low cost, Infobright is being used by enterprises, SaaS and software companies in online businesses, telecommunications, financial services and other industries to provide rapid access to critical business data. For more information, please visit or join our open source community at

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