2015 will see shifts in the ad tech landscape as brands, publishers and agencies realize the full potential of real-time advertising. It is predicted that programmatic ad spend is set to top $33 billion globally by 2017. In the US, it is worth more than $10bn and is expected to more than double to $20.41bn in 2016. Graham Wylie (Senior Director, EMEA & APAC Marketing at Appnexus) writes in his article link writes about the key trends that will dominate the ad-tech space in 2015: http://digitalmarketingmagazine.co.uk/digital-marketing-advertising/the-5-trends-set-to-shape-ad-tech-and-programmatic-in-2015/1399

Today's databases should be flexible and should be able to deliver extreme performance and handle humongous data volumes. So database architects have come up with NoSQL, NewSQL alternatives to relational database management systems (RDBMS). In order to choose among these three, there has to be a fundamental understanding of all the three technologies. RDBMS can handle thousands of transactions per second but the new face of online transaction processing (OLTP) in scenarios such as real-time advertising, fraud detection, multi-player games, and risk analysis, to name a few, involves close to a million transactions per second -- a pace that traditional RDBMS has problem in dealing with. These problems can be addressed by NoSQL and NewSQL. NoSQL database management systems store data in a variety of formats. Most NoSQL products discard ACID performance to achieve data storage flexibility. NewSQL, retain both SQL and ACID, but they overcome the performance overhead of RDBMS. In order to choose the type of database the following questions have to be answered-To what extent do you rely on data in terms of storage, processing, and analysis? How important are the scale, flexibility, and performance aspects of a DBMS? What is your level of investment in incumbent technologies? Read more at:

http://www.informationweek.in/informationweek/news-analysis/297462/choose-nosql-newsql-rdbms