March 03, 2008 08:00 ET
TradeDoubler Chooses Infobright for Advanced Data Warehouse Capabilities
Innovative Brighthouse Solution Enables Major Digital Marketer to Rapidly Analyze 105 Gigabytes per Hour
TORONTO--(Marketwire - March 3, 2008) - Infobright, an innovative analytic data warehouse
provider, today announced that TradeDoubler, one of Europe's leading
digital marketing companies, has selected its flagship Brighthouse solution
to drive analysis of billions of online marketing transactions.
TradeDoubler, which serves more than 1,500 advertisers through its 19
offices in Europe and Tokyo, selected Brighthouse after extensive testing
that required the processing of complex queries on massive amounts of
production data. TradeDoubler purchased Brighthouse for its ability to
produce analytical results rapidly, seamless interoperability with
TradeDoubler's MySQL database, and lower total cost of ownership.
"Each month we process and analyze data generated by 20 billion online
transactions," said Ola Udén, chief technology officer of TradeDoubler.
"Advertisers throughout Europe rely on us to provide fast, actionable
information from their digital marketing campaigns. We are pleased by
Brighthouse's performance and the fact that we now can get answers to
questions we want to ask. Our IT group is impressed with how easy this
solution is to maintain. We believe that Brighthouse will enable us to
provide the service and responsiveness our customers demand."
TradeDoubler provides performance-based digital marketing programs,
enabling its customers to generate brand awareness or direct response via
new e-media opportunities. Analyzing terabytes of data about the results of
its programs is central to the company's success. Before Infobright,
TradeDoubler found that it could not quickly produce the detailed
statistics and business analysis required, and in the most extreme cases,
could not resolve the queries at all. Because TradeDoubler was already
using MySQL AB, the world's most popular open source database, the company
decided to put Brighthouse to the test.
Brighthouse at TradeDoubler
With Brighthouse, Infobright has reinvented data warehouse architecture
from the ground up, delivering a solution that works smarter, rather than
harder. In sharp contrast to other data warehouse solutions that require
labor intensive data partitioning and indexing, Brighthouse achieves
breakthrough performance -- particularly for highly complex, ad-hoc queries
-- through its flexible, patent-pending Knowledge Grid and integrated
Optimizer.
TradeDoubler evaluated Brighthouse for a statistically intense project.
Brighthouse was loaded on a standard Dell SC1950 1U rack chassis server,
demonstrating its ability to leverage the capabilities of off-the-shelf
hardware. Extraction and transformation of data from the Oracle database
was accomplished with the widely adopted Pentaho Kettle 3.0.1 solution.
More than 3.2 billion rows of data were loaded into the Brighthouse
analytic warehouse at an average rate of more than 300,000 rows per second.
Though data compression rates varied depending upon data type, Brighthouse
compressed fact tables at a ratio of 20 to 30:1.
Comparable operations performed on the company's Oracle 9 Enterprise
Edition database (with partition option) running on a Sun Sparc V480 were
terminated after approximately two hours of processing.
"Brighthouse performed extremely well," noted Mats Johansson, senior
consultant at Lincube Group AB, the organization that conducted the
testing. "It handled huge volumes of data and resolved queries faster than
I have ever witnessed after years in this industry -- and did so using
standard hardware."
The POC decisively demonstrated that accessing large amounts of data with a
traditional RDMS architecture required massive parallel processing
capabilities.
"We're gratified that TradeDoubler has chosen Brighthouse," said Miriam
Tuerk, president and CEO of Infobright. "Online marketing and advertising
campaigns generate staggering amounts of data, and it all requires
analysis. Some solutions handle routine, or 'canned' queries comfortably,
but the complex, in-the-moment queries we excel at frankly slows these
products down to the point that they are unusable. Brighthouse meets
TradeDoubler's needs for fast responses and will serve the company well as
it moves into the future."
About TradeDoubler
Traditionally a pan-European digital marketing company, TradeDoubler has
extended its reach into the Asia Pacific region with the launch of td
Technology in Japan and now enjoys a global presence. TradeDoubler's
performance-based digital marketing products and services provide companies
with the tools and expertise to drive results online whether they are
looking to generate sales or drive brand awareness. Headquartered in
Sweden, the company boasts a unique global reach with local offices in 18
countries. With a breadth of expertise across multiple industry sectors and
a network of more than 120,000 website publishers TradeDoubler helps
deliver online results for over 1,600 advertisers globally including a mix
of local and international companies such as Apple Store, Dell, Telia
Sonera, eBay and Kelkoo. Please visit www.tradedoubler.com for further
information.
About Infobright
Infobright is taking a radical new approach to data warehousing.
Infobright's Brighthouse analytic data warehouse software is designed to
answer some of the most complex, detailed questions involving massive
amounts of information, and answer those questions today, not next week. By
fundamentally reinventing data warehouse architecture, Brighthouse "works
smarter, not harder." Brighthouse achieves breakthrough performance, while
eliminating the need for indices, data partitions, and other physical data
structures, as well as the need to deploy large hardware systems. By
delivering the most powerful and usable analytic data warehouse, Infobright
is enabling companies to bring a whole new level of information
intelligence to business operations. For more information, please visit
www.infobright.com.