The New Stack Makers

GumGum is a company whose platform serves up online ads related to the context in which potential customers are already shopping or searching. (For instance: it will send ads for Zurich restaurants to someone who’s booked travel to Switzerland.) To handle that granular targeting, it relies on its proprietary machine learning platform, Verity. “For all of our publishers, we send a list of URLs to Verity,” according to Keith Sader, GumGum’s director of engineering. “Verity goes in and basically categorizes those URLs as different [internal bus] categories. So the IB has tons of taxonomies, based on autos, based upon clothing based upon entertainment. And then that's how we do our targeting.” Verity’s targeting data is stored in DynamoDB, but the rest of GumGum’s data is stored in managed MySQL and its daily tracking data is stored in ScyllaDB, a database designed for data-intensive applications. Scylla, Sader said, helps his company avoid serving audiences the same ads over and over again, by keeping track of w