AWS Start-Up Event - NYC
Privileged & Confidential May 28th 2009
All Rights Reserved, © 2009, AdMeld Inc.

About AdMeld
 AdMeld helps large publishers manage and
optimize their unsold ad inventory
– Founded October 2007 in NYC
– Technology team of 12
– $7M in funding
– Use a blend of AWS and traditional data centers
– Recent AWS features are improving every service we use
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© 2009, AdMeld Inc. All Rights Reserved.

Things We Do
 Serve 8 billion ad server requests per month to 100
million unique users with average response time <
100ms
 Pull 5,000 daily accounts from 200 ad networks
through web automation
 Store and process 50 billon historical transactions
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© 2009, AdMeld Inc. All Rights Reserved.

Challenges
 High fluctuations in ad server request volume due
to changes in customer traffic and sell-through rates
 Ad server response times sensitive to internet
routing and congestion issues
 Web scraping sensitive to slow reporting systems
and variable timing of new reports at ad networks
 100% uptime
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© 2009, AdMeld Inc. All Rights Reserved.

Defcon Data Center
 Complete virtual data center with
ad serving, user session
management, and log crunching
 EC2 withround robin DNS, now looking at Elastic
Load Balancing
 Launched and enabled within 10 minutes
 Great for large events, internet “brown outs”, and
maintenance windows from one of our providers
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© 2009, AdMeld Inc. All Rights Reserved.

Web Automation Army
 Kick-off and manage hundreds of
parallel Firefox sessions within X
windows environment
 EC2 with custom controller application, thinking
about Auto Scaling
 Maximizes on demand throughput while
minimizing cost
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© 2009, AdMeld Inc. All Rights Reserved.

Virtual Data Warehouse
 All keyserverlogs stored permanently
on S3
 Originally pulled data off when needed,
now mixing in Elastic Map Reduce to
do analysis in place
 Stream compressed data directly from Hadoop to S3
with clustered upload
 Logs broken into 15 minute segments. Data available
within 20 minutes of real time
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© 2009, AdMeld Inc. All Rights Reserved.

Why We Love AWS
 Solves some very difficult problems that aren’t part
of our core value proposition
 Maximum flexibility (within AWS and with our
other data centers)
 APIs for everything
 Higher productivity with smaller team
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© 2009, AdMeld Inc. All Rights Reserved.

We’re Hiring!
 Technical Project Manager
 Open Source Java Engineer
jobs@admeld.com
Thank You
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© 2009, AdMeld Inc. All Rights Reserved.