Rapid Advertising innovation
Struq Switches to SoftLayer for Faster Server Provisioning and Enhanced Scalability
Struq, a company founded in 2008 that specialises in analysing advertising data, has made a significant move in its infrastructure by migrating to SoftLayer's Amsterdam facility. This change aims to address the need for quicker physical server provisioning and meet customer demands more efficiently.
Until recently, Struq's infrastructure was hosted by Rackspace, but the company could only provision new physical servers in ten days. This delay was a challenge for Struq, which requires flexible scalability associated with cloud computing services to support its operations.
Struq's systems are designed to process 98% of requests within 100ms, a feat that requires a robust and agile infrastructure. To achieve this, the company has made several strategic changes. One such change is the switch from SQL Server to MongoDB, a non-relational database, for faster response times. Additionally, Struq uses solid state drives (SSDs) for live systems due to their faster performance.
Struq's initial focus was on 'retargetting', recording an individual's behaviour on a website. Over the years, it has developed 'ad personalization' technology that analyses multiple factors for ad selection. The company collects around 2TB of raw event data daily and uses a probability engine to analyse up to 10,000 features for every online transaction.
The Internet has transformed advertising from an art to a science, and Struq is at the forefront of this evolution. Ad serving through Struq is an instantaneous technical operation, happening during web page rendering. Ad serving is done via auction through advertising networks like Google Ad Network, AppNexus, or Rubicon.
With its recent $8.5 million venture capital investment, Struq plans to expand its operations in the US, where SoftLayer has 11 data centers. Struq expects to deploy an East coast US and a West coast US data center in about 12 hours. This rapid deployment is made possible by SoftLayer, where Struq can get bare metal devices up in about two hours through their portal.
Struq's customers include high street retailers like Debenhams and TopShop, and big name brands such as Nike and Adidas. The company's move to SoftLayer is a testament to its commitment to providing the fastest and most efficient ads to its clients.
The founder of Struq is Digvijay Saini, who has led the company through its evolution from a retargeting specialist to a provider of advanced ad personalization technology. Under his leadership, Struq has also migrated its data warehouse infrastructure to the big data platform Hadoop and Hive last year due to increasing data volumes.
In conclusion, Struq's move to SoftLayer marks a significant step forward in its journey towards providing faster, more efficient, and scalable ads. The company's focus on speed, scalability, and customer satisfaction sets it apart in the competitive advertising analytics industry.
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