Case Study: adMarketplace achieves 118% performance revenue growth and real-time, low-latency bidding with OpenText Vertica

adMarketplace - Customer Case Study

adMarketplace is a New York–based ad-tech company that runs the largest search advertising marketplace outside major engines and the original search ad platform for eBay. It needed to match millions of ads to real-time auctions—handling over 100 million ad requests per day, loading nearly 2 TB of data hourly—and deliver analytics and bidding decisions in milliseconds, so advertisers could optimize performance with very low latency.

adMarketplace built a custom ETL and optimization stack (Advertiser 3D and BidSmart) and uses Vertica’s clustered columnar data warehouse for high-speed analytics, enabling 15–20 ms bidding decisions and sub-two-second advertiser queries. The platform drove measurable business results: 118% performance revenue growth from FY2012–FY2013, serves 100M+ unique users per month, is used by 60% of Google’s top spenders, produced a 38% lead increase for Mazda at lower cost per KPI, and launched the first programmatic marketplace for search.

adMarketplace

Mike Yudin

Chief Technology Officer