TrueData optimizes cloud costs with visibility into its AWS platform
This independent data provider achieved 66% cloud cost savings and invested in innovating new services for its enterprise AdTech and publisher clients.
Industry
Technology
Challenge
Optimize costs without sacrificing innovation and operational efficiency in the high-growth advertising services sector.
Solutions Optimizer+ Platforms Amazon Web Services (AWS)Our customer
TrueData helps advertisers, publishers and AdTech firms generate predictable growth through identity resolution, customer insights and machine-learning-driven audience segmentation. Founded in 2013 in Los Angeles, it has become a leader in independent omnichannel identity resolution, connecting individuals and households to their digital devices.
Working with major AdTech providers and publishers, TrueData empowers businesses to enhance and leverage their first-party data for improved business outcomes. The company's solutions power addressability for industry leaders, such as The Trade Desk, Nielsen and Experian.
“The truth is that we're really happy with Rackspace Technology. Partnering was a very good decision because, honestly, I don't know if we would have achieved as much cost savings otherwise.”
The obstacles they faced
TrueData initially prioritized rapid development and deployment, a strategy that served it well in capturing market share. Focused on profitability while maintaining innovation, it quickly identified the need for better visibility into cloud spending and cost optimization as growth brought increasing infrastructure costs.
"Rapid development and deployment has significant cost associated with it," said Nader Salehi, VP and Head of Engineering for TrueData. "Our biggest challenge was understanding how much we’re paying for each product and whether or not it’s financially worth it."
TrueData faced a challenge also in managing its AWS infrastructure. Its rapid growth had led to some inefficient resource use, particularly in EC2 instances and data storage.
Substantial costs from a third-party data warehouse added an obstacle as well. Realizing that it needed help in cloud financial management, TrueData sought a partner who could handle cost optimization, freeing its internal team to focus on core operations.
“There's power in that we can talk to someone with the same or higher expertise. Rackspace can see problems from a different angle. And by bouncing ideas off the team, we can find better solutions.”
How we helped
The Rackspace Technology® team introduced TrueData to Rackspace Optimizer+. The solution provided the company with enhanced visibility into its cloud spending through an intuitive interface, monthly cost optimization reviews and proactive recommendations from the team.
The Rackspace team worked closely with the company to implement a variety of cost-saving strategies. It analyzed EC2 instance use and recommended a shift toward more cost-effective options, like Amazon EC2 Spot Instances. It reviewed and optimized data storage policies across S3 buckets, and assisted in migrating from a third-party data warehouse to an AWS-based solution.
“We’ve evolved beyond the initial startup phase toward ensuring deployments are not just fast, but correct, robust and sustainable for long-term product success,” said Salehi. "I'd rather focus my time and resources on what matters, on the product line that we offer, as opposed to doing side work on financial UI development. Our Rackspace partnership lets us leave the intricacies of cloud cost management to the experts.”
The ongoing support of the Rackspace team helped ensure that TrueData is continually optimizing its cloud use and costs. "Having a partner that comes up with recommendations without me asking is invaluable," Salehi said.
What we achieved together
The results were dramatic. TrueData's monthly cloud expenses fell by approximately 66%, even as its capabilities increased. The cost reductions included both AWS spending and the elimination of expenses associated with the third-party data warehouse services.
Beyond raw numbers, the optimization effort allowed TrueData to improve its resource use by shifting more workloads to Spot Instances. The company also trimmed storage costs through efficient S3 bucket management. The Rackspace team continues to pursue additional savings through storage commitments, addressing the company's high storage use.
"There are a number of outcomes our cost savings help us achieve," said Salehi. "One, we are a profitable company. Two, we can pass on the savings to our clients. Three, it gives us funding to create new projects. And it allows us to become more innovative."
Its partnership with Rackspace has also reshaped how TrueData approaches cloud resource management and financial planning. "We got to a point where we knew we needed to ensure that deployment is not just fast but also correct, robust and sustainable," said Salehi.
Looking to the future, the company plans to leverage its optimized AWS cloud infrastructure and ongoing partnership with Rackspace to fuel further innovation.
"We're looking at additional technology layers to continue to help our clients make smarter decisions with their data," said Salehi. "These are things that we have to do, but we don't have to do it alone. We can tap into Rackspace expertise to help us choose the right technology solutions to support our goals."
As TrueData continues to push hard into what's possible in data services, it does so with confidence that its AWS environment is not only powerful and flexible, but also cost-effective.
TrueData slashed its monthly cloud expenses by 66% while expanding its capabilities.
About Rackspace Technology
Rackspace Technology is the multicloud solutions expert. We combine our expertise with the world’s leading technologies — across applications, data and security — to deliver end-to-end solutions. We have a proven record of advising customers based on their business challenges, designing solutions that scale, building and managing those solutions, and optimising returns into the future.
As a global, multicloud technology services pioneer, we deliver innovative cloud capabilities to help customers build new revenue streams, increase efficiency and create incredible experiences. Recognised as a best place to work, year after year, by Fortune, Forbes, Great Places to Work and Glassdoor, we attract and develop world-class talent to deliver the best expertise to our customers. Everything we do is underpinned by an obsession with our customers’ success — our Fanatical Experience™ — so they can work faster, smarter and stay ahead of what’s next.
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