Modern Advertising Architectures Built with Hadoop http://hortonworks.com/blog/modern-advertising-architectures-built-hadoop/ onsumers have never generated so much data on how they research, discuss and buy products. This new data is valuable for shaping and promoting a brand or product, but it doesn’t line up neatly to fit in pre-defined, tabular formats. Apache Hadoop, and Hortonworks Data Platform, brings this “new” data under analysis, by ingesting social media, clickstream, video and transaction data without requiring a pre-defined data schema. Now media companies, agencies and enterprises can store new types of data, merge it with existing data and retain everything for longer. This improves advertising for customer acquisition and loyalty, for better returns on advertising investment.