Whoever unlocks the value of real-time data clearly has the superior advantage in the business analytics game.  This is what noSQL technology company Citrusleaf has recognized, and is pounding on. They have powered up their user-data storage solutions and made real-time bidding for digital advertising possible for more than two years now. Citrusleaf RTA, a real-time attribution product, gained notoriety when it created innovative ways of utilizing big data for ads. This solution has paved the way for ad exchanges, responses, demand-side platforms and ad networks to efficiently store and quickly retrieve specific user behaviors at a given period, and history pulled from huge volumes of impression data.

Today, the organization continues to explore their potential, adding support for The Trade Desk—a buyer that focuses on social media advertising, display, search and consumer security spectrum. Leaders of both organizations have expressed their excitement towards this development in their budding business.

First to share his insights is Trade Desk CTO’s Dave Pickles, noting “Citrusleaf’s innovative technology—coupled with its team of database experts—has become an integral extension of our development and operations teams. They work hard to understand our business and help address the challenges that lead us to greater success.”

CEO and Founder of Citrusleaf, Brian Bulkowski, noted the impact they would bring to Trade Desk. “The Trade Desk believes in pushing the boundaries of technology to offer new and increasingly better value to their customers. We are pleased to be able to help them deliver a real-time database solution that handles their terabyte data requirements, is operationally efficient and provides the speed they need to get the job done.”

The Trade Desk noted a significant increase in their processing speed for web-scale data, and billions of ID’s, since amplifying Citrusleaf in their system. Consequently, this partnership provided them with competitive market advantage.

It’s another case for big data, as this sector seeks its place amongst interested industries.  Advertising has been a key area for big data application, finding its way into companies like Viralheat and ClickFox for improved behavioral tracking to better understand the consumer at the human level.