SCIENCE

Objectivity has announced that its flagship product Objectivity/DB has been selected and deployed by CPX Interactive in their advertisement management solution, adROIt. CPX adROIt is a proprietary ad management platform designed to deliver true scalability and transparency to the interactive advertising landscape. Objectivity/DB enables adROIt to enhance CPX's ability to leverage all the exchanges and publisher optimization platforms on the Internet while maintaining the highest levels of ROI for their clients. With the advent of the adROIt platform, CPX Interactive has transcended the limitations of working with other technologies to create a flexible solution for the optimization of interactive advertising.

Built on Objectivity/DB's highly scalable data management solution, the adROIt platform acts as a global inventory aggregator allowing CPX Interactive clients to access unlimited inventory, while allowing publishers the opportunity to monetize 100% of their available inventory. Through a series of customized plug-ins, the platform integrates data from third-party providers in real time, serving more than 30 billion impressions per month - which translates to more than 12,000 queries and database writes per second.

CPX Interactive ranks among the top players in advertising management in a space which also includes platforms built by notable names including Yahoo!, Google and Microsoft. In a market where milliseconds matter, CPX recently conducted an internal benchmark in which their adROIt™ platform performed up to 10 times faster than the other platforms.

Objectivity/DB provides flexibility and performance

After an exhaustive review of data technologies from other vendors, including Oracle, CPX Interactive selected Objectivity/DB as the data component for their high performance, highly scalable enterprise application. Objectivity/DB offers the flexibility and power they needed, including interoperable support for multiple operating systems and language bindings, in addition to highly efficient graph processing and relationship analytics capabilities. Objectivity's patented technology also eliminates the need for performance-degrading object/relational (O/R) mapping layers, which are typically needed to translate real-world information and data objects into structured rows and columns that are more easily understood by traditional relational databases. Removing the O/R mapping layer yields much greater performance while also reducing application complexity, development time and administrative overhead.

Efficient processing of data also reduces hardware requirements and costs to customers. CPX Interactive realized significant cost savings, needing only 50% of the hardware they had originally anticipated. Other Objectivity customers also enjoy the ability to deploy on commodity hardware instead of high-end servers typically required by other data components.

"Objectivity/DB is the core data storage for our ad-serving platform, CPX adROIt. It stores all of the data relevant to ad serving, targeting, and decisioning," says Sid Fein, executive vice president of technology for CPX Interactive. "CPX could not build adROIt to the performance level it has, without Objectivity. The CPX adROIt platform is orders of magnitude faster than ad-serving platforms by major competitors. Objectivity is a major substantial technology that fuels those performance gains. Additionally, Objectivity is a true object oriented database that can scale to the data volume that CPX needs today and in the future."