Custom Database Engine for Real-Time Bidding (RTB) Systems
5 min read
Real-time bidding (RTB) demands sub-millisecond response and huge throughput. Generic databases rarely hit both; custom engines are common in ad-tech for that reason.
Bid requests arrive in millions per second. Each request needs lookups (user, context, budget, targeting) and a decision in a few milliseconds. SQL and even many NoSQL stores add latency and lock contention. A purpose-built engine can do key lookups and simple aggregations with minimal overhead.
- User/context lookup – Key-value or similar; microsecond-level reads.
- Budget and pacing state – In-memory or hybrid; fast read-write with consistency where needed.
- Event logging – Append-only stream for attribution and analytics, often separated from the hot path.
Custom RTB data layers are typically in-memory or hybrid (hot in RAM, cold on disk). Built in C++ or similar for latency. Cost: USA/Canada $80K–$150K+ for a full hot path; India ₹35–70+ lakh. Timeline 14–24 weeks. At Hendoi we build custom database engines (VeloxDB) for USA, Canada, and Bengaluru. Contact us for a free quote.
Frequently asked questions
RTB needs sub-ms latency and very high QPS. Generic DBs add too much overhead. Custom engines are tuned for key lookups and state updates with minimal contention and predictable p99.
User/context lookup (key-value), budget/pacing state (fast read-write), and often a separate append-only event log for attribution. The hot path is usually in-memory or hybrid.
For a full hot path, expect roughly $80K–$150K+ in USA/Canada and ₹35–70+ lakh in India. Timeline often 14–24 weeks. [Contact Hendoi](/contact) for a scoped quote. 📞 +91-9677261485 | 📧 support@hendoi.in | [Contact us](/contact)
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