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Reducing licensing costs by 70% while optimizing real-time ad placement

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Bidtellect is the leading native advertising technology and solutions company that helps connect advertisers with content publishers. Many times, it can be difficult to place the right ads at scale across multiple technology platforms—Bidtellect helps simplify this process.

As Bidtellect has grown, so has the volume of data they manage. In the space of programmatic marketing, data is key to making the right decisions to drive the proper ad placement. As a result of these challenges, they were spending more and more money on data warehouse and BI services that didn't scale.

In this webinar, you will hear how Bidtellect was able to implement Cloudera Enterprise with Zoomdata for faster interactive analytics. You’ll also gain insight into the requirements they considered to modernize their data strategy, along with what they see as the next step in their big data journey.

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Reducing licensing costs by 70% while optimizing real-time ad placement

  1. 1. 1© Cloudera, Inc. All rights reserved. Reducing licensing costs by 70% while optimizing real-time ad placement Jeremy Kayne | Chief Technology Officer | Bidtellect Russ Cosentino | VP, Channels | Zoomdata Mike Moreno | Sr. Partner Marketing Manager | Cloudera
  2. 2. 2© Cloudera, Inc. All rights reserved. Survey Question #1 • For marketing insights, which technologies most interest you? • Apache Hadoop • BI Analytics • Data Ingestion (real-time data streams) • Nosql DB • In-memory DB
  3. 3. 3© Cloudera, Inc. All rights reserved. Speakers Jeremy Kayne Chief Technology Officer, Bidtellect With over fifteen years of experience leading startup ventures, Jeremy oversees the success of Bidtellect’s technology as CTO. Russ Cosentino Co-founder & VP, Channels, Zoomdata With over fifteen years of start up experience, Russ leads Zoomdata’s Channel’s activities with ISV’s, cloud, integrators and resellers. Mike Moreno Sr. Partner Marketing Manager, Cloudera With over fifteen years experience in a variety of technology roles—sales, marketing, software engineering—Mike currently leads Cloudera’s marketing engagement with strategic ISV partners.
  4. 4. 4© Cloudera, Inc. All rights reserved. Data is now a strategic asset Instrumentation Consumerization Experimentation Today, everything that can be measured will be measured. Today, data IS the application. Today, becoming data-driven is a business imperative.
  5. 5. 5© Cloudera, Inc. All rights reserved. Analytic Database Web, social, and external data continues to be collected but out of reach for analysis. Little is leveraged for analytics. Increasing Data Volumes New requirements require analytics on streaming, rapidly changing, and real-time data Real-time Analysis Field of study combining technology and advanced statistics to correlate data in new ways. Data Science
  6. 6. 6© Cloudera, Inc. All rights reserved. Cloudera Enterprise Making Hadoop Fast, Easy, and Secure for the Modernized Architecture Hadoop is a new kind of data platform. • One place for unlimited data • Unified data access Cloudera makes it: • Fast for business • Easy to manage • Secure without compromise
  7. 7. 7© Cloudera, Inc. All rights reserved. To be the world’s largest paid content distribution platform Bidtellect Mission
  8. 8. 8© Cloudera, Inc. All rights reserved. Advertising on the Internet is Changing Fast From This… …To This
  9. 9. 9© Cloudera, Inc. All rights reserved. What is Native Advertising? Native Advertising enables an advertiser to promote content to a user within the context, style and function of that user’s online experience. The 3 most common forms of Native Advertising (iAB Playbook) are offered by Bidtellect: • In-Feed • Recommendation Content Widgets • In-Ad
  10. 10. 10© Cloudera, Inc. All rights reserved. What we do BIDTELLECT nDSP BIDTELLECT PUBLISHER PLATFORM Trading Desks & DSPs Agencies Impression Verification 3rd Party Demand 3rd Party Data 3rd Party Supply Publishers Contextual Providers
  11. 11. 11© Cloudera, Inc. All rights reserved. Why is Big Data Important to Bidtellect? • We have a lot of data. Bidtellect does 3-5bb transactions / day with plans to support 10-15bb transactions / day in Q4. • Our bidding models allows us to accurately price our inventory and are the difference between profits and losses. • The data determines what we should buy for our advertisers and helps us retain our clients. • Results matter most. If advertisers get what they want, everyone wins.
  12. 12. Native Programmatic Explained: What Does a Transaction Look Like? Real Time Bidding Data Initial Load, Rolling 30 Days - 1B Transactions Per Day Goals - Indefinite Time Period - Q4, 10 to 15B Daily
  13. 13. 13© Cloudera, Inc. All rights reserved. Why are Analytics Important to Bidtellect? • Our analysts focus on the interactions between ad inventory (publishers / media) and advertisers (marketers, agencies) • They need easy, analytic access to all the data in our ecosystem, so they can: •Evaluate placement inventory •Identify both supply and demand gaps •Track competition and shifts in the market •Track, optimize and deliver campaigns
  14. 14. 14© Cloudera, Inc. All rights reserved. Outsourced analytics: the good and the bad • We focused on the ecosystem and outsourced analytics • It worked, but… •High costs •Data discrepancies •Built-in delays •Less flexibility •Two data warehouses !@$#&!!
  15. 15. 15© Cloudera, Inc. All rights reserved. Key criteria: • Avoid data replication • Enable business user self-service •Deliver near-real time insight •Get those costs down! •High-volume performance •Find a partner, not just a vendor Analytics Solution: • Tableau • PowerBI • Zoomdata • 3-4 others Bringing analytics In-house
  16. 16. Analytics Pipeline Explained: Big Data Architecture Event data is written to HDFS in raw form – Sourced from Kafka by Flume. Spark Jobs incrementally Cleanse, De-Dup, Transform and Enrich Join incremental data into corresponding partitions on the Target Table – Partitioned by Date and Time Increment Daily Re- Aggregation and Compaction Re-State / CompactIngest Transform Aggregate Consume Zoomdata powered Dashboards for End User Analytics www.clairvoyantsoft.co m
  17. 17. 17© Cloudera, Inc. All rights reserved. Analytics Decision: Zoomdata Zoomdata • Established working relationship with Cloudera • Real-time access to our operational data stores (HDFS) • Ease of use, self-service • True partnership focus • High marks
  18. 18. © Cloudera, Inc. All rights reserved. 3 Big Trends Driving Adoption Big Data Interactive Query
  19. 19. © Cloudera, Inc. All rights reserved. 3 Big Trends Driving Adoption Big Data Interactive Query Data Diversity Data Fusion
  20. 20. © Cloudera, Inc. All rights reserved. 3 Big Trends Driving Adoption Big Data Interactive Query Real Time Streaming Architecture Data Diversity Data Fusion
  21. 21. © Cloudera, Inc. All rights reserved. 3 Big Trends Driving Adoption Security Big Data Interactive Query Real Time Streaming Architecture Data Diversity Data Fusion
  22. 22. © Cloudera, Inc. All rights reserved. Reports on Data Ask questions about things you know How much beer did I sell at location A? Key Characteristics Moves the data to a reporting database Limits access to the data Reports built by engineers Traditional BI Traditional BI vs. Data Discovery w/BI
  23. 23. © Cloudera, Inc. All rights reserved. Reports on Data Ask questions about things you know How much beer did I sell at location A? Key Characteristics Moves the data to a reporting database Limits access to the data Reports built by engineers Traditional BI Interacts with Data Answer questions about things you don’t know What demographics influence beer sales? Key Characteristics Takes the question to the data FREE’s The DATA Dashboards built by users Data Discovery w/BI Traditional BI vs. Data Discovery w/BI
  24. 24. © Cloudera, Inc. All rights reserved. Reports on Data Ask questions about things you know How much beer did I sell at location A? Key Characteristics Moves the data to a reporting database Limits access to the data Reports built by engineers Traditional BI Interacts with Data Answer questions about things you don’t know What demographics influence beer sales? Key Characteristics Takes the question to the data FREE’s The DATA Dashboards built by users Data Discovery w/BI Traditional BI vs. Data Discovery w/BI
  25. 25. © Cloudera, Inc. All rights reserved. Reports on Data Ask questions about things you know How much beer did I sell at location A? Key Characteristics Moves the data to a reporting database Limits access to the data Reports built by engineers Traditional BI Interacts with Data Answer questions about things you don’t know What demographics influence beer sales? Key Characteristics Takes the question to the data FREE’s The DATA Dashboards built by users Data Discovery w/BI Everyone Else Traditional BI vs. Data Discovery w/BI
  26. 26. © Cloudera, Inc. All rights reserved. Define a new standard for how people access, consume and interact with data. About Zoomdata
  27. 27. © Cloudera, Inc. All rights reserved. Define a new standard for how people access, consume and interact with data. About Zoomdata Business Fastest Visualization for Big Data Company Founded in 2012, 115+ Employees Partners Cloudera, AWS, Azure, Deloitte, NorthropGrumman
  28. 28. © Cloudera, Inc. All rights reserved. Connecting to Zoomdata Takes the Question To The Data Smart Connectors Cloudera Suite of Connectors Impala Search Kudu Spark
  29. 29. © Cloudera, Inc. All rights reserved. Data Discovery Real Time Analytics Stream Processing Engine Designed for Business Users Dashboards Analytics Visualizations Touch Data Fusion Integrated data view
  30. 30. Demo Architecture Executive Analysts Analysts Admin API Processing Pipeline Fusion Caching Smart Connectors Analytics Zoomdata ServerEnterprise 2 Servers - On-Premise 45-Node Cluster On-Premise All Features/ Capabilities Data Hub RTB Data 1B Transactions/ Day Target: 10-15B / Day
  31. 31. 31© Cloudera, Inc. All rights reserved. How are we using Zoomdata? • Operational guidance •Hitting company goals and objectives? •Trending properly? •Day to day management •Campaign hitting objectives? •Planning •Do we need to get more supply or demand? •Do we need to change our pricing models?
  32. 32. 32© Cloudera, Inc. All rights reserved.
  33. 33. 33© Cloudera, Inc. All rights reserved. What’s Next? • Extend data retention • Continue to enrich the data as we build next generation products • Deprecate Fact tables and other data snapshots stored in RDBMS in exchange for direct Impala queries
  34. 34. 34© Cloudera, Inc. All rights reserved. Impact • More profits • Empowerment and efficiency in the workplace •Faster time to insight, faster and better decision-making • Happy customers • Happy staff •Paves the way for future investments...
  35. 35. 35© Cloudera, Inc. All rights reserved. Lessons Learned •These projects are possible in months not years • Having a static, predictable expense line became very import as we grew • Empowering your staff with the tools to access data is key • Real Time access to data matters • Both row level and aggregate data is important •Establishing great partnerships is extremely helpful in the success of your projects
  36. 36. 36© Cloudera, Inc. All rights reserved. Survey Questions #2 • Where are you on your big data journey? • What’s big data again??? • Developing a project plan • In the works • In production • Ready for real-time, next gen analytics baby!
  37. 37. 37© Cloudera, Inc. All rights reserved. Survey Question #3 • Are you interested in a BI Analytics consultation? • Yes • No
  38. 38. 38© Cloudera, Inc. All rights reserved. Q&A Test Drive Zoomdata Software Define your project, like Bidtellect Learn about Hadoop with Cloudera
  39. 39. 39© Cloudera, Inc. All rights reserved. Thank you Jeremy@bidtellect.com Russ@zoomdata.com mlmoreno@cloudera.com

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