California-based Yahoo! operates one of the most popular websites in the world, with more than 700 million unique visitors a month globally. The company owns and operates an online advertising exchange for the large number of customers who purchase advertising on various Yahoo! sites. It sought to give these customers more meaningful and useful analytical data faster, Yahoo! implemented a solution that takes data from its vast data stores within the Apache Hadoop open-source framework and ultimately moves it to Microsoft SQL Server 2008 R2. Using this solution, Yahoo! has improved campaign effectiveness, while advertisers have increased spending with Yahoo! The company also provides more relevant advertising data, and the solution's partitioning design means faster loading of large data sets.