Real-time content, offer and ad targeting decisions must happen quickly. When a user requests information from a web application, a processing clock starts, requiring a decision in as little as 40 msec. Delays in targeting decisions lead to delays in responding to the user. These delays can lead to user dissatisfaction and, ultimately, loss of audience and revenue.
This session describes how AOL Advertising uses Hadoop to create sophisticated user profiles and NoSQL database technology from Couchbase to access those profiles in real-time, with sub-millisecond latency. This architecture leaves the bulk of the processing time budget for improved content, offer and ad targeting and even real-time content customization.