All your ETL pipeline are belong to us: Google snaps up Alooma

Aloogle? Goolooma? Take your pick

Google has hoovered up data pipeline pusher Alooma for an undisclosed amount as the ad slinger continues its efforts to clamber up the cloud charts.

A specialist in Extract, Transform, Load (ETL) applications, Alooma allows users to slurp data in real time from a wide variety of sources, including Microsoft SQL Server, Oracle and MySQL, as well as SaaS providers such as Xero and SalesForce and marketing heavyweights such as Google Ads or Facebook Ads Insights.

The platform then lets devs add code to deal with quirks or transformations in the data flow before mapping the whole lot into a supported data warehouse such as Amazon Redshift or Google BigQuery.

Support for Microsoft's Azure SQL data warehouse as a destination is currently in beta, according to the company. But there's no word if Microsoft or AWS S3 will ever actually make it as a data dumping ground now Alooma has pulled up a chair at the Chocolate Factory's dinner table.

Co-founders Yair Weinberger and Yoni Broyde pointed to the company's longstanding partnership with Google Cloud, along with native integrations with Mountain View's wares, before bravely stating the "journey is not over".

Tel Aviv-based Alooma was founded in 2013 and has since slurped around $15m in funding over three rounds (the last being in 2017).

Google was naturally pleased as punch about its new toy, which follows its acquisition of Velostrata in May 2018. Velostrata was all about shunting workloads to the Google Cloud Platform and Compute Engine. Alooma will be dealing with the ETL bits.

Having Alooma on board, Google reckoned, will give customers "a streamlined, automated migration experience to Google Cloud". Which would be handy because Google continues to trail in the cloud stakes – despite recording impressive growth last year.

According to a Canalys report, Google's global share of cloud spending stood at just 8.5 per cent in 2018, compared to Microsoft Azure's 16.8 per cent and AWS's mighty 31.7 per cent.

Both Microsoft and Amazon have their own ETL wares in the form of AWS Glue and Azure Data Factory. Google, however, will insist that its new purchase is far, far shinier. So please use our cloud, m'kay? ®

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