The Future of Digital Advertising with Cloud Computing - co-presented with AdRoll
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The Future of Digital Advertising with Cloud Computing - co-presented with AdRoll

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Introduction to Amazon Web Services and cloud computing and how it supports the Digital Marketing industry. AdRoll CEO, Aaron Bell, describes their success story on AWS using DynamoDB for ...

Introduction to Amazon Web Services and cloud computing and how it supports the Digital Marketing industry. AdRoll CEO, Aaron Bell, describes their success story on AWS using DynamoDB for retargeting.

In today's world, consumer habits change fast and marketing decisions need to be made within seconds, not days. Delivering engaging advertising experiences requires real time, high performing architectures that provide digital advertisers the ability to measure and improve the performance of their campaigns and tie them more closely to corporate goals. The insights gleaned from the massive amounts of data collected can then be used to dynamically adjust media spend and creative execution for optimal performance. The AWS Cloud enables you to deliver marketing content and advertisements with the levels of availability, performance, and personalization that your customers expect. Plus, AWS lowers your costs. Join us to learn about how big data and low latency / high performing architectures are changing the game for digital advertising.

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The Future of Digital Advertising with Cloud Computing - co-presented with AdRoll The Future of Digital Advertising with Cloud Computing - co-presented with AdRoll Presentation Transcript

  • October 3, 2013 The Future of Digital Advertising with Cloud Computing Ben Butler, Sr. Mgr,. Big Data, AWS
  • Why Companies Use AWS • Business o Fast time to market o Iterate features faster because you’re not building/managing undifferentiated “plumbing”. Very important in the rapidly changing digital advertising ecosystem. • Operational o Add new datacenters in minutes or hours (e.g. burst or geographic expansion) o Locality: Many companies in the Real Time Bidding ecosystem are on AWS • Financial o Pay only for what you use, when you use it o Avoid large Capex expense for geographic or local expansion
  • Use Cases on AWS Ad Serving Infrastructure Ad Servers Exchanges, DSPs, SSPs Data Management Platforms Interactive Campaigns and Microsites Product web sites Social networking campaigns Games and contests High Performance Computing & Big Data Ad analytics Ad server log processing Business Intelligence
  • AWS Global Infrastructure 9 Regions 25 Availability Zones 42+ Edge Locations Continuous Expansion
  • Solving Problems for Organizations Around the World
  • Gartner Magic Quadrant for Cloud IaaS Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, August 19, 2013. This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report.. The Gartner report is available upon request from Steven Armstrong (asteven@amazon.com). Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
  • AWS Service Overview AWS Global Infrastructure Application Services Networking Deployment & Administration DatabaseStorageCompute
  • Compute Services Amazon EC2 Auto Scaling Elastic Load Balancing Actual EC2 Elastic Virtual servers in the cloud Dynamic traffic distribution Automated scaling of EC2 capacity
  • Big Data Services Amazon EMR (Elastic Map Reduce) Amazon Redshift AWS Data Pipeline Hosted Hadoop framework Petabyte-scale data warehouse service Move data among AWS services and on- premises data sources
  • Database and Application Services Amazon CloudFront CDN Amazon RDS Amazon Dynamo DB distribute content globally, fast Managed relational database service Managed NoSQL database service DBA Amazon CloudSearch Managed search engine service
  • Storage Services Amazon EBS EBS Block storage for use with Amazon EC2 Amazon S3 Images Videos Files Binaries Snapshots Internet scale storage via API AWS Storage Gateway S3, Glacier Integrates on-premises IT and AWS storage Amazon Glacier Images Videos Files Binaries Snapshots Storage for archiving and backup
  • Digital Advertising Companies using AWS
  • Kantar Media Uses AWS to Scale Quickly Need to scale to 45M+ beacon calls per day EDGE SERVERS RUNNING ON EC2 INGEST THE DATA, USE SQS TO LET WORKERS KNOW THAT DATA IS AVAILABLE WORKERS PRE-PROCESS THE DATA AND PUT IT INTO S3 EMR THEN PROCESSES THAT DATA, OUTPUTTING REPORTS AND RESULTS INTO ANOTHER S3 BUCKET Amazon Elastic Compute Cloud (EC2) Elastic Load Balancer Edge Servers Workers Logs Reports HDFS Cluster Amazon Elastic MapReduce Amazon Simple Queue Service (SQS) Amazon Simple Storage Service (S3)
  • Razorfish Uses AWS for Big Data Processing Processing time reduced to 8 hours from 2+ days S3 Hadoop Cluster 100 machine cluster created on demand 3.5 billion records per day 71 million unique cookies per day 1.7 Million targeted ads per day Increased client Return On Ad Spend by 500%
  • Lamborghini uses AWS for Dynamic Webapps Reduced infrastructure costs by 50% Reduced time to market to near Zero
  • Samsung Improved their Product Experience with AWS Saved $34 Million 85% savings versus traditional hosting
  • Affine uses AWS for Contextual Targeting OUR CUSTOMERS BID ON VIDEO AD INVENTORY IN REAL TIME AND OUR SYSTEM MUST EVALUATE THE CONTENT THEY'RE SPONSORING AND RESPOND WITH A DECISION IN LESS THAN 50MS. ROUTE 53’S LATENCY BASED ROUTING LETS US EASILY RUN MULTIPLE STACKS OF OUR WHOLE TARGETING PLATFORM IN EACH AWS REGION SO WE CAN MEET OUR CUSTOMERS LATENCY NEEDS. -- Jonathan Dodson VP Engineering Respond in less than 50ms Delivers certainty to Advertisers and Agencies
  • Architecture Templates for Common Patterns aws.amazon.com/architecture
  • On-premise On-instance Object level Long term Locally accessible file systems Workloads with local data Use case journey
  • On-premise On-instance Object level Long term Locally accessible file systems Workloads with local data Use case journey AWS
  • On-premise On-instance Object level Long term Locally accessible file systems Workloads with local data EC2 based applications DR deployments Data distribution Durable media storage System images Database backups Data archives Use case journey
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 Getting data into the cloud
  • AWS Direct Connect Dedicated bandwidth between you site and AWS Amazon Storage Gateway Shrink-wrapped gateway for volume synchronization AWS Import/Export Physical transfer of media into and out of AWS Direct connect, import/export and storage gateway Getting data into the cloud
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 Getting data into the cloud
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 2 Getting data into the cloud Disks and data
  • Elastic Block Store, S3 and Glacier Fundamental Storage Options Simple Storage Service Highly scalable object storage 1 byte to 5TB in size 99.999999999% durability Elastic Block Store High performance block storage device 1GB to 1TB in size Mount as drives to instances with snapshot/cloning functionalities Glacier Long term object archive Extremely low cost per gigabyte 99.999999999% durability
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 2 Getting data into the cloud Disks and data
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 2 3 Getting data into the cloud Disks and data Database as a service
  • Relational Database Service Fully managed database (MySQL, Oracle, MSSQL) DynamoDB NoSQL, Schemaless, Provisioned throughput database Redshift Data Warehouse As a Service RDS, Redshift, DynamoDB Database services
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 2 3 Getting data into the cloud Disks and data Database as a service
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 2 3 4 Getting data into the cloud Disks and data Database as a service Object serving and storage
  • Elastic Block Store, S3 and Glacier Fundamental Storage Options Simple Storage Service Highly scalable object storage 1 byte to 5TB in size 99.999999999% durability Elastic Block Store High performance block storage device 1GB to 1TB in size Mount as drives to instances with snapshot/cloning functionalities Glacier Long term object archive Extremely low cost per gigabyte 99.999999999% durability
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 2 3 4 Getting data into the cloud Disks and data Database as a service Object serving and storage
  • On-premise High IO performance High network performance On-instance Object level Long term High IO performance Provisioned IOPS Backup & Restore Locally accessible file systems Workloads with local data EC2 based applications DR deployments Good performance High durability Scalability Data distribution Durable media storage Very low price High durability Slow access System images Database backups Data archives Use case journey 1 2 3 4 5Getting data into the cloud Disks and data Database as a service Object serving and storage Cold storage & archiving
  • Elastic Block Store, S3 and Glacier Fundamental Storage Options Simple Storage Service Highly scalable object storage 1 byte to 5TB in size 99.999999999% durability Elastic Block Store High performance block storage device 1GB to 1TB in size Mount as drives to instances with snapshot/cloning functionalities Glacier Long term object archive Extremely low cost per gigabyte 99.999999999% durability
  • October 3, 2013 The Future of Digital Advertising with Cloud Computing Ben Butler, Sr. Mgr,. Big Data, AWS | @bensbutler
  • AWS From Ad Bust To Ad BoomOctober 3, 2013
  • Advertising budgets cut in the recession
  • Top 5 benefits to a nimble, scrappy ad tech startup finding their way
  • 1. No upfront infrastructural costs
  • 2. Leverage services so we can focus on core value prop with small core team (no ops!) S3 ELB Cloudfront
  • 3. Instantly global
  • 4. Rapidly test/benchmark new tech
  • 5. Experiment quickly to find product/market fit
  • Pixel Ad Exchange RTB Auction Ad server Bidder Cookie Store Data Warehouse Predictive Algorithms
  • They said it couldn’t be done… 2013: Day In The Life ► 10,000 customers in 100 countries ► Bidding on 10B+ events each day; avg. response time < 50ms ► 10TB processed in real-time each day ► Cutting edge tech: Kafka, Storm, HBase ► Running 200 -> 700 servers at any one time ► Running in 6 AWS data centers, soon to be 8 (Brazil & Tokyo) ► 99.99% ad server uptime (next slide)
  • Top 5 benefits to an established ad tech company
  • 1. (Auto-)provision servers to meet peak demand
  • 2. Instantly provision 100s or 1000s of servers. (Eg, for attribution modeling.)
  • 3. Lower TCO
  • 4. Plug into awesome services (that would be hard to built in-house)
  • 5. Rapidly experiment and validate new algorithms and product extensions “Want to increase innovation? Lower the cost of failure” - Joi Ito, Dir MIT Media Lab Labs
  • Thanks! aaron@adroll.com (P.S. We’re hiring!)