Unified analytics platform that eliminates silos between data warehousing, big data, and data integration, enabling faster insights from advertising and marketing data at enterprise scale.
Last updated May 11, 2026 by jonholm
Leading cloud analytics platform provider serving AdTech and marketing analytics use cases
Microsoft Azure Synapse Analytics is an enterprise analytics service that brings together data integration, enterprise data warehousing, and big data analytics into a unified platform. Launched in 2019 as the evolution of Azure SQL Data Warehouse, it enables organizations to query data on their terms using either serverless or dedicated resources at scale. While not exclusively an AdTech platform, Azure Synapse Analytics plays a significant role in the advertising technology ecosystem by providing the data infrastructure and analytics capabilities that power marketing analytics, customer data platforms, attribution modeling, and real-time bidding systems. The platform is particularly relevant to AdTech companies and advertisers who need to process massive volumes of advertising data, perform complex audience segmentation, and derive insights from multi-channel marketing campaigns. Azure Synapse integrates seamlessly with Microsoft's broader ecosystem including Power BI for visualization, Azure Machine Learning for predictive analytics, and various data connectors that enable ingestion of advertising data from multiple sources. As part of Microsoft's cloud infrastructure, it serves enterprise clients who require robust, scalable analytics capabilities for their marketing and advertising operations.
Distributed query system for T-SQL based data warehousing and virtualization
Integrated Apache Spark for big data processing and machine learning
Data integration service for ETL/ELT workflows
Unified workspace for data preparation, management, and visualization
Near real-time analytics over operational data with no ETL