Recently, Apache Phoenix has been integrated with Apache (incubator) Omid transaction processing service, to provide ultra-high system throughput with ultra-low latency overhead. Phoenix has been shown to scale beyond 0.5M transactions per second with sub-5ms latency for short transactions on industry-standard hardware. On the other hand, Omid has been extended to support secondary indexes, multi-snapshot SQL queries, and massive-write transactions. These innovative features make Phoenix an excellent choice for translytics applications, which allow converged transaction processing and analytics. We share the story of building the next-gen data tier for advertising platforms at Verizon Media that exploits Phoenix and Omid to support multi-feed real-time ingestion and AI pipelines in one place, and discuss the lessons learned.