This post is one in a series of quick-hit interviews with companies using DataStax Enterprise (DSE) for key parts of their business. In this interview, we talked with Tahseen Jamal, who is Head of Technology at AdVoice.
DataStax: Hello Tahseen, thanks a lot for your time today. Could you please tell us a bit about AdVoice? What exactly do you offer and what is your role there?
AdVoice: AdVoice is a multi-channel Ad Network for Mobile Telecom Operators, who so far have not been able to monetise their audio / text / display inventory in an interconnected, real time manner. AdVoice is a platform that does all that and more.
DataStax: What differentiates AdVoice from similar companies?
AdVoice: As mentioned, AdVoice is a telecom focused Ad Network and currently has a unique advantage as there are not too many players offering a product with a similar solution. (The) primary differentiation is that (we are a) Mobile Network Operator focused from the perspective of (our customers’) Network connection points and service flows for easy integration and seamless ad serving. A traditional ad network would have lot of problem in doing that.
DataStax: Did you use a different technology before you started using DataStax Enterprise (DSE)?
AdVoice: We started with Oracle / MySQL / Hbase.
DataStax: Why did you decide to use DataStax Enterprise? What kind of data is stored in DataStax Enterprise?
AdVoice: After a certain point in time we realised that we couldn’t get the kind of real time performance we expected so we decided to move to Apache Cassandra™, which gave us excellent results. But after sometime, our requirement increased and certain functionalities were present only in DSE and also aligned with upcoming requirements on our roadmap.
We save very critical data – 10% of which has extremely heavy read / write. Tables have millions of rows and (the) expected response from our API, using this table, is very low.
DataStax: How would you sum up the benefits you’ve achieved with DataStax Enterprise?
AdVoice: Performance for sure, new functionalities, analytics, monitoring and control.
DataStax: What caused you to use DSE over open source Apache Cassandra™?
AdVoice: The new In-Memory feature. It is simply excellent!
DataStax: What features from the DataStax Enterprise stack are you using at the moment? What business / customer experience outcomes have you achieved by using DataStax Enterprise?
AdVoice: Currently we are using just Cassandra but we are experimenting with Spark and Search, which we intend to use in upcoming features.
DataStax: Tell us about the future of your project(s), do you intend to leverage other parts of DSE to make it a reality?
AdVoice: Real Time Analytics, Profiling, Campaign Optimisation use – mainly with Apache Solr™/ Apache Spark™.
DataStax: What advice would you give to other startups that are thinking about using Apache Cassandra™ and DSE for the first time in their solutions?
AdVoice: I would say, it is one of the best solutions available. We have seen on your website various companies comparing DSE with other solutions but we hadn’t experienced it in our production environment yet – it has given us the performance and features that we needed and wanted.
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