Going real time in AdTech: a batch-to-streaming journey

LiveRamp is transitioning its data infrastructure from batch processing systems, built on Apache Hadoop and Apache Spark, to real-time streaming data systems in response to the evolving needs of the AdTech industry, including the phasing out of third-party cookies by Google Chrome in 2024. To facilitate this shift, LiveRamp has partnered with Redpanda, a Kafka API-compatible platform, which offers benefits such as cost-efficiency, platform neutrality, and enhanced data privacy through a Bring Your Own Cloud (BYOC) model. Redpanda's performance capabilities, including high throughput and low latency, have enabled LiveRamp to implement a more simplified, efficient, and eco-friendly data architecture. This modernization effort, spearheaded by platform architect Abhishek Jain, has improved engineer productivity, reduced infrastructure costs, and positioned LiveRamp to better handle future industry changes, such as integrating WebAssembly (Wasm) for further operational simplification.

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