Friday, January 30, 2015

Apache Cassandra and Low-Latency Applications

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Over the years, Grid Dynamics has had many projects related to NoSQL, particularly Apache Cassandra. In this post, we want to discuss a project which brought exciting challenges to us, and questions we tried to answer in that project remain relevant today, as well.

Digital marketing and online ads were popular in 2012, and a demand for them has only increased. Real-time bidding (RTB) is an integral part of the domain area. RTB supposes that an ad is placed (bought and sold) via real-time auction of digital ads. If the bid is won, the buyer’s ad is instantly displayed on the publisher’s site. RTB requires a low-latency response from server side(<100ms), otherwise the bid is lost. One of our clients, a US media company, was interested in real-time bidding and user tracking (i.e. the analysis of website visitors’ behavior and their preferences).

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