AdTech products’ success rates are predicated on the efficient collection and use of big data — but more importantly, on how it is stored, processed, and analyzed.

Advertising platforms must deliver multi-dimensional insights on real-time and historical campaign performance. To follow the industry trends in omnichannel ad attribution and cross-platform customer profiles, there’s a lot of data that AdTech companies need to store, move, and process every minute.

Consequently, adopting a flexible database management solution (DBMS) is a must.

In this post, we discuss:

• What a database management system is and its role in data warehousing

• Common types of DBMS with an in-depth OLTP vs. OLAP comparison

• Redshift AWS, Google BigQuerry, and ClickHouse as top DBMS options for AdTech

What is a database management system (DBMS)?

A database management system (DBMS) is a software package designed to facilitate data retrieval, manipulation, and management in a centralized database.

A DBMS provides a “template” for organizing all the aggregated data by type, format, or another parameter. It also serves as an interface between the data storage tier (e.g., distributed data store) and the software application consuming the data (e.g., your DSP or SSP).

A DBMS is one of the central data warehousing concepts.

Xenoss - an Ad Tech/Mar Tech software development house has created this article to give you insights on the topic.

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