Dentsu, one of world’s largest advertising agencies covering everything from print to digital media, collects and analyzes metadata about media activities and social media discussions. For example, they analyze which actors are appearing at a specific time on various television shows and what themes are being discussed. Based on which discussions and television shows are the most popular, Dentsu delivers customized online ads and services for clients. The amount of data Dentsu accumulates on a specific campaign is huge – 10 terabytes,100 terabytes, or even a petabyte for a single campaign. Challenge Dentsu first built their data management platform in-house taking more than a year, hard work and substantial expense to complete.

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