The success of tablets and smartphones has led to a change in the ways advertising agencies target mobile users. The broad popularity of mobility is creating a tremendous opportunity for mobile advertising and mobile developers. Gartner projects mobile ad revenues across Western Europe are projected to grow from $1.6 billion to $1.9 billion and in Germany alone it is projected to jump from $79 million in 2012 to $135 million in 2013.

Madvertise, one of the most important platforms in mobile advertising in Europe, offers the widest range of mobile websites and applications for Europe. Madvertise media company is specializing in the commercialization of innovative branding campaigns using rich media and Video/Pre-Roll formats and special placements.

The Madvertise media GmbH offers a powerful marketing network, which is positioned both in the DACH region and Europe as one of the largest premium networks. The madvertise Decision Engine (RDE) enables efficient delivery of targeted mobile advertising campaigns to audiences on mobile devices using RTB inventory. Now, to rapidly respond to mobile ad opportunities, Madvertise is relying on the Aerospike real-time hybrid database utilizing DRAM and flash memory.

“We have been very pleased that the Aerospike database has performed as advertised without any drops. It was refreshing to see the very sane behavior of the Aerospike database in many cases where the other systems had behaved erratically,” said Martin Karlsch, madvertise co-founder and CTO. “Based on the rapid expansion of our business, we expect that our data management needs will grow by a factor of two to three by the end of the year, and Aerospike clearly will be central to our expansion.”

The Aerospike platform helps Madvertise to now manage 25 billion page impressions each month while scaling linearly to support hundreds of thousands of queries per second and maintaining 100% uptime.

Aerospike’s asynchronous Java API both madvertise’s mobile application and the Aerospike database to multitask, eliminating unnecessary wait times and speeding responses. The Evictor feature of Aerospike supports time-to-live (TTL) values to maximize database efficiency and performance. In addition, Aerospike’s scalability, 100% uptime, and predictable behavior enable madvertise to maintain its service-level agreements (SLAs).

“Madvertise is a one of the premier providers of solutions for mobile advertising in Europe, with a successful business model that has enabled the company to grow 130% in the last year alone,” said Brian Bulkowski, Aerospike founder and CTO. “We are excited by madvertise’s success in implementing our Aerospike real-time database to predictably meet its SLAs with customers, as well as provide the proven performance, efficiency and scalability to support operations that are expected to more than double again in 2013.”

Today, madvertise runs the Aerospike database on a cluster of commodity systems with Intel i73930k Hexa Core processors with 64 gigabytes of RAM and several 600GB SSD drives. Since implementing Aerospike, Madvertise seen latency decrease by 10-20 milliseconds and Aerospike’s well-defined behavior and auto-recovery enabling the company to guarantee the 24/7 uptime.

Mobile Ad Network Opportunity

According to InMobi’s App Discovery & Download Behavior Report, there are now more smartphones in China than in the US, and Chinese smartphone owners are more likely to download higher volume or apps, at 36 percent, compared to US smartphone owners only at 16 percent.

This present a lucrative Chinese market for app developers and payments processing companies are already eyeing the market as they see a huge potential not only for them, but for app developers as well.

There has been a clear trend towards finding the most effective solutions for high ROI on advertising spend and Aerospike’s combined with the ability to reduce the costs of maintenance, support and hardware make Aerospike a truly attractive data management solution. Tinkoff Digital, the online and mobile advertising specialist, recently increased its performance using the Aerospike real-time hybrid memory and flash database to 15,000 to 20,000 requests per second (RPS), with responses timing out at 5 to 7 milliseconds.