MadHive Turns To SADA Systems For $50 Million Google Cloud Ramp-Up

Three years ago, the Los Angeles-based Google partner helped the programmatic advertising innovator deploy cutting-edge technologies, including AI and blockchain, to place streaming ads on digital platforms. Now MadHive is going back to SADA to extend its platform’s big data capabilities


Serving digital ads can be an extremely challenging technical endeavor, one MadHive achieves for its clients by taking advantage of cutting-edge cloud services.

In 2016, the New York-based adtech company built its first prototype for a programmatic advertising platform that targets desired audiences, optimizes margins and prevents fraud.

But to deploy at scale the end-to-end solution; which relies on state-of-the-art technologies including blockchain, cryptography, and artificial intelligence; meant turning to Los Angeles-based solution provider SADA Systems in 2017 for a comprehensive implementation on Google Cloud Platform.

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[Related: SADA Systems Sets Sights On $500 Million In Google MSP Revenue]

Now, looking to introduce more innovative capabilities, MadHive has gone back to SADA with a five-year, $50 million deal to ramp its use of Google Cloud Platform.

Through the new engagement, SADA’s team of machine learning and analytics experts will advise MadHive on further optimizing its platform’s ability to rapidly analyze and make decisions based on massive data streams to support its latest features.

Big data technologies are integral to powering an ‘over-the-top’ advertising solution that evaluates hundreds of thousands of ad-placement requests a second, arranging the best price for buyers and matching their content with a preferred audience—all in real-time, MadHive Chief Scientist Aaron Brown told CRN.

“We’re slinging petabytes of data,” Brown said. “There’s a really tall technical order there.”

Secure and effective AdTech solutions require extreme compute power and system performance, pushing the limits of any public cloud. MadHive determined Google was the best provider to meet its backend technical demands because of its proven performance executing analytic workloads, as well as its comprehensive portfolio of data services, Brown said.

For “really sophisticated and useful machine learning and big data tools, there is no comparison” to Google Cloud, Brown said.

When MadHive first came to SADA three years ago, it demonstrated a prototype Kubernetes implementation. SADA evaluated the limits of that environment, then embarked on a redesign using Google services including BigTable, Google Kubernetes Engine, TensorFlow, and BigQuery.

That initial environment has maintained low-latency and high-availability, even amid massive traffic surges. And its efficient scaling and optimized performance has delivered savings of 60 percent, Brown said.

That system has been tested in recent months, he noted, as the coronavirus crisis has motivated advertisers to optimize their spends through digital streaming.

“MadHive employs extremely smart folks who surely could figure out how to do things with GCP on their own,” said Simon Margolis, SADA’s director of cloud adoption. “However, it would require tremendous trial and error at tremendous monetary and opportunity cost.”

SADA’s Google Cloud expertise allows MadHive to immediately implement best practices, saving on effort and cost. SADA then can maintain ongoing management and support for MadHive’s Google account.

“MadHive is building a foundation for the future on Google Cloud,” said Carolee Gearhart, Google Cloud’s Channel Chief.

“We’re delighted that SADA will support MadHive’s migration to Google Cloud and help them leverage Google Cloud’s capabilities in AI, ML, analytics, and infrastructure,” Gearhart said.