Turn Introduces White Paper on Data Mining at International Conference of Very Large Data Bases

White paper details a high performance, custom data warehouse on top of MapReduce

Redwood City, Calif., (September 15, 2010) — Turn Inc., the industry’s only end-to-end platform for managing data-driven digital advertising, today introduced a white paper, “Cheetah: A High Performance, Custom Data Warehouse on Top of MapReduce” at the 36th annual International Conference of Very Large Data Bases (VLDB).  Authored by Songting Chen, Architect of Data and Scalability at Turn, the white paper details how Turn cost effectively powers the analysis of billions of ad impressions, addresses challenges associated with data management, and facilitates advanced data mining.

“As the digital media industry experiences rapid data growth, large scale data-mining is becoming increasingly important for multiple enterprises,” said Dominic Bennett, VP of Engineering and Product at Turn. “Turn takes layers of advertising data and meshes it with cutting edge data warehousing technology to create a richer intelligence that allows our customers to transform it into actionable insights.”

Topics covered in the white paper include:

• Examination of cost for traditional data warehouse solution

• Understanding of methodology to analyze user behavior data

• Analysis of data management challenges

• Thorough overview of Cheetah: Architecture, Succinct Query Language, High Performance, Seamless Integration

• Introduction of data mining applications

Download a copy of the white paper here.

For more information, visit

About Turn

Turn was founded to bring the efficiencies of search advertising to online display and empower the world’s premier advertising agencies and brands to reach custom audiences at scale. We are a software and services company with the industry’s only end-to-end platform for delivering the most effective data-driven digital advertising in the world. Our self-service interface, optimization algorithms, real-time analytics, interoperability, and scalable infrastructure represent the future of media and data management. The company is based in Silicon Valley with locations in New York City, Chicago, San Francisco, Los Angeles and Charlotte. For more information, visit