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Big data@accordantmedia - oanyc summit

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Big data@accordantmedia - oanyc summit

  1. 1. ©Accordant Media 2013. All Rights ReservedBigData@Accordant MediaJune 17 2013Balaji RaoDirector, Technology
  2. 2. ©Accordant Media 2013. All Rights Reserved. 2Accordant Media is an independentprogrammatic media buying specialist,focused on digital media buying andoptimization.
  3. 3. ©Accordant Media 2013. All Rights Reserved. 3Bidding MechanicsExchanges BiddersBid RequestAsset InformationBid ResponseMax Offer40 Billion Events Daily | 200ms per Auction|70 TB a dayWinning BidSent OutAd inventory from500k+ domains sent in
  4. 4. ©Accordant Media 2013. All Rights Reserved. 4Amassing Actionable DataAll Media-Driven Activity(53 fields)Ad Verification Data(35 fields)• User ID• Date/Time• Creative• Size• CPM• Bid Info• Est. Pricing• Clear Pricing• IP• Geo• OS• Browser• Language• Inv. Source• Site• Currency• Advertiser• Campaign• Recency• Frequency• Imp/Click/Conv• Fees• Revenue• Order IDBid-Stream (won & lost)(40 fields)• User ID• Date/Time• Size• Est. Pricing• IP• Geo• OS• Browser• Language• Inv. Source• Site• Age• Gender• Timezone• Within iFrame• Segments(30,000+)• User ID• Date/Time• Campaign• Creative• Inv. Source• Site• Site category• Geo• In View?• Time in view• # Views• Engaged?• Engage Time• Hovers?• Hover Time• X/Y coord. ofHovers• AlertsUp to 30,000+ segments for each bid request
  5. 5. ©Accordant Media 2013. All Rights Reserved. 5What is the Big Picture ?
  6. 6. ©Accordant Media 2013. All Rights Reserved. 6 Hosted on leading Cloud Hosting Providers Listening 40~70 TB a day, EMR 2TB a day(on an avg.) 31TB compressed as of May @ ~3 TB per month Polyglot persistence AWS- EMR (Hive/Hadoop), S3, EC2, etc., Redshift, NoSQL,Columnar DB, SQLServer Google- BigQuery, GCE, Google Storage Anything new, cheap, fast ….• S3, Google Storage (Compressed)• Partitioned, Year/Month logs at 1 per day Year/Month/Day for logs > 1 per day• ETL- Talend, Elastic Mapreduce Hadoop/HIVE• Monthly Jobs- Forecasting for partners, Weekly- Audience Audits• Daily- Reporting Summary Daily, Hourly- e.g. Reporting Summary, SegmentationTechnology at a glance
  7. 7. ©Accordant Media 2013. All Rights Reserved 7Date Impressions Clicks Conversions Total Cost Client Revenue eCPM eCPC eCPA eRPA CTR Conv RateBroad Reach 18283318 5041 848 14,952.00 611.73 0.82 2.97 17.63 0.72 0.028% 0.005%8/10/2010 800254 224 18 533.97 0 0.67 2.38 29.66 - 0.028% 0.002%8/11/2010 2318422 642 140 1,680.68 0 0.72 2.62 12.00 - 0.028% 0.006%8/12/2010 1945529 527 126 1,516.63 159.7 0.78 2.88 12.04 1.27 0.027% 0.006%8/13/2010 2122654 596 68 1,701.33 85.36 0.80 2.85 25.02 1.26 0.028% 0.003%8/14/2010 1893693 576 40 1,497.68 0 0.79 2.60 37.44 - 0.030% 0.002%8/15/2010 1907657 612 67 1,518.79 0 0.80 2.48 22.67 - 0.032% 0.004%8/16/2010 1899805 523 106 1,459.14 185.91 0.77 2.79 13.77 1.75 0.028% 0.006%8/17/2010 1475451 344 82 1,342.23 79.85 0.91 3.90 16.37 0.97 0.023% 0.006%8/18/2010 1770367 437 82 1,737.09 100.91 0.98 3.98 21.18 1.23 0.025% 0.005%8/19/2010 2149486 560 119 1,964.45 0 0.91 3.51 16.51 - 0.026% 0.006%Broad Reach Driven Remarketing 234269 84 609 409.09 271.34 1.75 4.87 0.67 0.45 0.036% 0.260%8/10/2010 1711 1 0 1.46 0 0.85 1.46 #DIV/0! #DIV/0! 0.058% 0.000%8/11/2010 6591 3 22 5.35 0 0.81 1.78 0.24 - 0.046% 0.334%8/12/2010 10138 5 20 8.29 16.54 0.82 1.66 0.41 0.83 0.049% 0.197%8/13/2010 12059 1 32 10.13 26.6 0.84 10.13 0.32 0.83 0.008% 0.265%8/14/2010 11669 2 38 10.15 0 0.87 5.07 0.27 - 0.017% 0.326%8/15/2010 15157 7 31 13.26 0 0.88 1.89 0.43 - 0.046% 0.205%8/16/2010 24550 13 39 36.15 82.25 1.47 2.78 0.93 2.11 0.053% 0.159%8/17/2010 46890 16 113 100.10 32.78 2.13 6.26 0.89 0.29 0.034% 0.241%8/18/2010 44564 18 145 95.72 113.17 2.15 5.32 0.66 0.78 0.040% 0.325%8/19/2010 60940 18 169 128.48 0 2.11 7.14 0.76 - 0.030% 0.277%Standard Remarketing 2848262 1723 8012 5,347.48 5962.25 1.88 3.10 0.67 0.74 0.060% 0.281%8/10/2010 127528 60 274 110.17 0 0.86 1.84 0.40 - 0.047% 0.215%8/11/2010 183476 83 520 168.08 0 0.92 2.03 0.32 - 0.045% 0.283%8/12/2010 171385 79 447 159.33 923.25 0.93 2.02 0.36 2.07 0.046% 0.261%8/13/2010 147360 78 349 137.16 569.47 0.93 1.76 0.39 1.63 0.053% 0.237%8/14/2010 121316 65 240 114.55 0 0.94 1.76 0.48 - 0.054% 0.198%8/15/2010 137568 74 429 130.28 0 0.95 1.76 0.30 - 0.054% 0.312%8/16/2010 259435 141 543 459.98 1546.54 1.77 3.26 0.85 2.85 0.054% 0.209%8/17/2010 527275 358 1663 1,268.31 878.39 2.41 3.54 0.76 0.53 0.068% 0.315%8/18/2010 546179 359 1793 1,328.21 2044.6 2.43 3.70 0.74 1.14 0.066% 0.328%8/19/2010 626740 426 1754 1,471.42 0 2.35 3.45 0.84 - 0.068% 0.280%Grand Total 21365849 6848 9469 20,708.57 6845.32 0.97 3.02 2.19 0.72 0.032% 0.044%Client Reporting: 24/7 AccessClient ClientClient ClientClient ClientClientClientClientClient
  8. 8. ©Accordant Media 2013. All Rights Reserved 8Proprietary Forecasting ToolAccordant’sproprietary toolcan forecast givenhighly dynamictargetingparameters
  9. 9. ©Accordant Media 2013. All Rights Reserved 9BigData Visualized- Audience Audit
  10. 10. ©Accordant Media 2013. All Rights Reserved 10BigData Algorithm (Re)ModelCampaign Parameters Campaign Past PerformanceBid StreamExchange1st Party2nd Party3rd Party (With Data Provider Agreement)DomainsLookalikesPast PerformanceCampaign (re)modelAlgorithm models tell the bidders to bid (and at what price) or not to bid.Campaigns are continuously re-modeled for optimum performance
  11. 11. ©Accordant Media 2013. All Rights Reserved 11BigData –Lessons Learned• Pay as you go vs Huge upfront cost• Don’t get locked down• Choose technology wisely• Keep tech babble away• Try new technologies• Some will fail• Keep analysis on BigData simple• Deep analytics fail
  12. 12. ©Accordant Media 2013. All Rights Reserved 12Q & A• Thank You!• (…And we’re hiring)!• info@accordantmedia.com

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