What is the advantage of using hexadecimal values instead of
  whole?
Hexadecimal is a slightly shorter representation. For example, the following two values are identical:
999999999 DEX
3B9AC9FF  HEX
You also have a better view of the bit distribution, since each hex position is equivalent to 4 bits:
   3    B    9    A    C    9    F    F   HEX
0011 1011 1001 1010 1100 1001 1111 1111   BIN
Which column type is appropriate in this case: string (varchar), binary,
  another
Usually numerical, but can be binary. Hexa is just a representation; it is the case of the GUID type, which SQL Server stores as a varbinary(16).
For an example of this type of conversion, see this response in Stack Overflow (English): https://stackoverflow.com/questions/10078209/sql-server-2008-convert-from-guid-to-bigint-and-back
							
							
						 
Just one observation, Google does not use a relational database, but Bigtable, a database oriented to http://pt.wikipedia.org/wiki/BigTable
– abfurlan
See also on Sopt: How hexadecimal numbers work?
– Bacco