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The motivation behind content identification is to determine the media people are consuming (via TV shows, movies, or streaming). Nielsen collects that data via its Fingerprints system, which generates significant amounts of structured data that is stored in HBase. This presentation will review the options a developer has for HBase querying and retrieval of hash data. Also covered is the use of wire protocols (Protocol Buffers), and how they can improve network efficiency and throughput, especially when combined with an HBase coprocessor.