Adello presenting at Data Days 2014

1. CLICK PREDICTIONS FOR 500M MOBILE DEVICES

2. © 2008-2014
ADVERTISING IS A DATA BUSINESS
 Refinement of a commodity:
pixel real-estate
 Value creation: delivering
advertiser message to right
client in context
 KPI: quality and price
Telekom Shop
Bonn-City
Friedensplatz 4
53111 Bonn
0.5km

3. © 2008-2014
ADVERTISING IS A BIG DATA BUSINESS
 >1B unique devices
 ~40B impressions per day
traded through RTB WW
 40TB of new data per day
 ~500k impressions per second
 Latency: 100ms

4. © 2008-2014
GEOGRAPHIC DISTRIBUTION
50ms
RTT
50ms
RTT50ms
RTT
50ms
RTT

5. © 2008-2014
TECH CHALLENGE: SCALE AND COST
 Prediction latency: 3ms
 Volume: 500k impressions per
second
 = 300 predictions per core
= 1,500 cores
= 150-200 servers for bidding
Cloud Cost:
$200,000 per month

6. © 2008-2014
PREDICTION
 Multiple concurrent predictive
models
Likelihood to act (click, land,
browse, buy)
Demographic groups
Sociographic groups
Interest groups
Fraud detection
Site classification
 100’s ofTB input data sets for
training
Runs for many hours a day on even
more machines
Some refreshed hourly

7. © 2008-2014
DATA ENRICHMENT
 Multiple enrichments per bid
request
User
Location
Device
Weather
 10’s of Billion records with <1ms
access latency
 Data store with >1M IOPs/second

8. © 2008-2014
PREDICTIVE MODEL
 Predictive model has substantially cost impact
Every impression individually priced based on KPI estimation (e.g., click)
Basic filtering is insufficient
 Continuous model update in multiple time scales
1. Model refinement in real time
2. Full retraining at longer time scales (hour, day, week)

9. © 2008-2014
REAL-TIME BIG-DATA BUSINESS
 Technology and process
 Blue print invented by financial
world
 Layer-cutting integration
 Human touch points with
distributed ownership
 Scales when done right
Real-Time
Decisioning
Data
Acquisition
Storage
Batch
Analytics
Model
Testing
Time Series
and Cubes
Dashboard
and
Reports

10. © 2008-2014
THANK YOU
10
Dr.Volkmar Uhlig
CTO Adello
volkmar@adello.com