LiveRamp Data Collaboration Platform vs. Oracle Exadata

For marketers or advertising agencies who are trying to find better ways to activate first party data to improve advertising performance, LiveRamp is the industry leading data onboarding platform. Once data is onboarded, it can be segmented in granular ways to create unique audience segments using boolean logic. LiveRamp is also well suited for identity resolution. LiveRamp will be a key player in the post-cookie world for advertisers and agencies. LiveRamp is an enterprise product for brands and agencies who invest heavily in paid media - if you aren't investing heavily in paid media and aren't investing in ad tech, LiveRamp probably isn't a good fit.

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Oracle Exadata is well-suited for environments where massive performance for Oracle databases is required. Storage indexes reduce the unnecessary I/O. Smart Flash
Cache accelerates random reads/writes.

Our OLTP application demands very high concurrency. Multi-node Exadata provides high availability and zero downtime during DB patching. It comes with lots of built-in automations, so it reduces many routine tasks for sysadmins, like network, storage, and VM configuration, and it also reduces many Oracle DBA tasks, like Oracle software installation, patching, and upgrades.

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• The interface makes sense and is usable.
• Automated cleansing.
• Can assist in revenue generation for website.
• Great customer support.

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• Oracle Database : Deliver industry-leading security, high availability and scalability with Oracle Database, which has been significantly enhanced to take advantage of the Oracle Exadata Storage Servers.
• Exadata Smart Scan : Improve query performance by offloading intensive query processing and data mining scoring to scalable intelligent storage servers.
• Smart Flash Cache : Transparently cache 'hot' read and write data to fast solid-state storage, improving query response times and throughput. Exadata systems use the latest PCI flash technology rather than flash disks. PCI flash delivers ultra-high performance by placing flash directly on the high speed PCI bus rather than behind slow disk controllers.
• Hybrid Columnar Compression : Reduce the size of data warehousing tables by 10x, and archive tables by 50x, to improve performance and lower storage costs for primary, standby, and backup databases. Query high, query low, archive high and archive low.
• Infiniband Network : Connect multiple Oracle Exadata Database Machines using the InfiniBand fabric to form a larger single system image configuration. Each InfiniBand link provides 40 Gigabits of bandwidth–many times higher than traditional storage or server networks.
• Petabyte Scalability : Easily scale data warehouse to support enterprise data growth.

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• Better UI
• API connectivity
• More complex ETL processes

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• The process of patching and upgrade of Exadata server components could be improved with a goal to minimize the overall effort, make it fully automated and transparent.
• Improved guidelines and possibly more sophisticated tools for sizing of new Exadata servers for migration from old legacy hardware.

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I am comparing Exadata with the Oracle RAC database experience. In addition to Oracle RAC features, Exadata provides automatic performance optimization through Smart Scan and storage indexes. Deep integration with the Oracle ecosystem and tight coupling with Oracle Enterprise Manager
for monitoring and management. Some downsides of Exadata are: a steep learning curve, concepts like cell offloading, IORM, and flash cache behavior aren’t intuitive initially. Operating
Exadata requires specialized DBA skills.

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LiveRamp has become the industry leader in data onboarding, identity resolution, and data management. LiveRamp has grown faster than Neustar and the business model is more specialized than Neustar. LiveRamp has chosen to just focus on identity resolution, data onboarding, and data management, whereas Neustar has several business units and is less focused. For these reasons, we prefer using LiveRamp's technology over Neustar.

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Oracle Exadata Database Machine had the best performance overall hands down. It clearly beat the competition and we were seeing 1000X improvement on SAP HANA. Oracle Exadata Database Machine beat that without us refactoring our code. To achieve that in HANA, we had to refactor the code somewhat. Now this was for our limited POC of 5 use cases. Given the large number of stored procedures we had in Sybase, we need to capture more production metrics but we are seeing incredible performance.

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• Has helped us to be able to monetize website.
• Saves us a lot of time and thus money.

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• Single support from a single vendor with both machine and database from Oracle, which is costing us less.
• With Exadata, we need less technical manpower and less technical support. A business transaction with the integrated and centralized database helps us focus on other business needs.
• We don't need to buy additional licenses and Hardware for the next 3 to 5 years.

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