Case Study: MiQ accelerates real-time audience building with StarTree

MiQ cuts segment listing latency to ~2 seconds with StarTree

MiQ, a programmatic advertising partner, faced significant challenges with fragmented data and slow performance in its campaign building process. Internal teams were burdened by manually searching across disparate systems, leading to time-consuming workflows and activation delays. To overcome this, MiQ replaced Amazon Athena with StarTree, a real-time analytics engine, to power its new Audiences platform and support its advanced search and indexing needs.

The solution implemented with StarTree resulted in immediate and significant performance gains. Segment listing latency dropped from 8-10 seconds to approximately 2 seconds, while complex metric calculations accelerated by 40-80%. These improvements eliminated the need for query caching and enabled multiple users to explore segments simultaneously without performance compromise. This performance uplift provided by StarTree shortened activation timelines and dramatically reduced the effort required for cross-platform comparisons, reinforcing MiQ's role as an industry leader.

MiQ