MadHive selects SADA to lead $50MN Google Cloud OTT initiative

Global technology consultancy SADA has closed a five-year, $50 million deal with ad tech provider MadHive to expand the over-the-top (OTT) ad solutions company's use of Google Cloud technologies to deliver new products and services. MadHive's end-to-end advertising solution -- based on cryptography, blockchain and AI to power modern media -- was first deployed on the Google Cloud Platform (Google Cloud) in 2017 with help from Google Cloud Premier Partner SADA. The challenge was to deliver MadHive's next-generation platform at scale with low latency while supporting a rapid, iterative development cycle, machine learning requirements, and a short go-to-market timeline. "SADA's first step with Madhive was analysing the limits of the Kubernetes- and Docker-based implementation they had previously used for prototypes," said SADA director of cloud adoption Simon Margolis. MadHive said that from ideation to research, patent and deployment, Google Cloud's big data and machine learning tools were the only backend technologies capable of meeting its technical demands.