Big Data in Ad Tech

In GigaOM Research, (requires registration for full access).  " ... Advertising technology (ad tech) involves a formidable set of requirements. Operationally, ad-tech tools must work at lightning speeds to offer and complete bids for ad inventory. Meanwhile both historical and real-time data must be analyzed to inform and optimize those operational actions. Conventional operational databases have difficulty scaling to meet these requirements. Analytics databases fall into different categories with their strengths and weaknesses, and they address few if any operational requirements. This can make building ad-tech systems difficult ... "