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Insights Center

White Papers

At Turn, we see the possibilities of an advertising world where art and science work together to provide more valuable insights and more confident decisions. We use our expertise and market intelligence to explore innovations, trends and technologies that can help our clients make an impact – and raise the profile of our industry as a whole.

Turn White Paper Presented at Conference of Very Large Data Bases

Download a copy of the 2010 White Paper, "Cheetah: A High Performance, Custom Data Warehouse on Top of MapReduce" here. 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. 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