This document discusses the evolution of Hadoop and its use cases in the adtech industry. It describes how Hadoop was initially used primarily for batch processing via Hive and MapReduce. Over time, improvements like Tez, Presto, and Impala enabled faster interactive SQL queries on big data. The document also outlines how the Hadoop ecosystem is now used for real-time log collection, reporting, model generation, and more across the entire adtech stack. Key recent developments discussed include improvements in Hive like LLAP that enable sub-second SQL and ACID transactions, as well as tools like Cloudbreak for deploying Hadoop clusters in the cloud.