Major international advertisers are looking for ways to minimize the cost of purchase of advertising inventory. On the global advertising market against the background of the crisis in the U.S. and Europe, there has been a clear trend towards finding the most effective solutions for high ROI on advertising spend.

Tinkoff Digital, specializing in the technology market for online and mobile advertising, has step in in the development of accelerate Russian ad market growth through the development of new real-time technologies. As part of the development, Tinkoff has increased performance using the Aerospike real-time hybrid memory and flash database, while at the same time is able to cut operational and hardware costs associated with its previous NoSQL database.

The company launched Russia’s first real-time bidding (RTB) platforms for online and mobile advertisers: Data Mind and MADNET. With the recent release of new data management platform (DMP), a platform that allow advertisers to buy traffic to advertising networks on different models: hits (model CPM), clicks (CPC model) in real time at the auction format, Tinkoff’s RTB-optimized DMP responds within milliseconds to collect and manage data linked to hundreds of millions of Russian Internet users. The technology also allows for the CPA-optimization that minimizes the cost of the user’s actions desired by the advertiser in the course of this campaign – orders, sales, etc.

According to Emarketer, global RTB-advertising market in 2012 approached $2 billion and will reach 13% of the total online advertising market. According to analysts, the Russian advertising market will reach $4 billion in 2015 and about 18% of the revenue will come from RTB.

As part of the new initiatives, Tinkoff is able to develop a data management platform with the ability to not only store profiles for all of the 400 million or so Internet users in Russia, but also to request data in a high-volume, real-time environment of 15,000 to 20,000 requests per second (RPS), with responses timing out at 5 to 7 milliseconds. In addition, the system reduces work for engineers through Aerospike’s automated cluster configuration, significantly reducing maintenance and support costs.

“Aerospike’s performance combined with the ability to reduce the costs of maintenance, support and hardware makes Aerospike a truly attractive data management solution,” said Konstantin Kruglov, Tinkoff Digital CTO. “Given the results of adopting Aerospike for our data management platform, we are now planning to completely replace our previous NoSQL solution with Aerospike databases across our supply-side platform, demand-side platform, and mobile ad network.”

Aerospike’s hybrid memory and flash-optimized architecture achieves the same performance as open source database with just a fraction of the hardware. Aerospike eliminated the need for workarounds in order to prevent performance degradation during parallel read/update operations. Moreover, Aerospike’s automated cluster configuration meant less work for engineers, allowing them to significantly reduce maintenance and support costs.