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Accelerating AdTech on AWS in Japan
This document summarizes four Japanese AdTech companies that use AWS: Dynalyst, fluct, IM-DMP, and UNICORN. Dynalyst uses AWS for real-time bidding and cross-region data processing. fluct is an SSP that processes 30 billion impressions per month on a serverless architecture. IM-DMP utilizes Amazon ECS and Spot Fleet to power its public DMP. UNICORN is a full automated marketing platform that uses AWS for real-time bidding, data analysis, and machine learning.
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Accelerating AdTech on AWS in Japan
- 1. Accelerating AdTech onAWS in Japan Pragmatic use-cases Dynalyst / fluct / IM-DMP / UNICORN Eiji Shinohara Amazon Web Services Japan, Solutions Architect August 30, 2017 at MARU180
- 2. 안녕하십니까! @werner: Amazon CTO Piljoong Park-san EijiShinohara (篠原 英治) § Twitter: @shinodogg § Blog: shinodogg.com AWS Solutions Architect § Market: AdTech & Startup § Area of Depth: Search Korean Cuisine Lover § 三겹살/삼겹살, 불고기, 김치,,,
- 3. Agenda Japanese AdTech Industry JapaneseAdTech Community AdTech on AWS use-cases in Japan vDynalyst http://www.dynalyst.io vfluct https://fluct.jp vIM-DMP https://corp.intimatemerger.com vUNICORN https://uncn.jp
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- 5. Japanese AdTech Industry JP2016 Internet Ads Market Size Research by CCI http://www.cci.co.jp/news/release/2017_04_17/1.html
- 6. Japanese AdTech Industry JP2016 Internet Ads Market Size Research by CCI http://www.cci.co.jp/news/release/2017_04_17/1.html $10 Billion Market Smartphone Shift SmartphoneDesktop
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- 8. Japanese AdTech Industry https://www.slideshare.net/HiroshiKondo/jp-chaosmap-20152016 Fragmentedand Competitive same as other regions
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- 10. Japanese AdTech Community AdTechMeetup by AWS in 2016 #AWSAdTechJP
- 11. Japanese AdTech Community AdTechMeetup by AWS in 2016 #AWSAdTechJP “Digital Marketing” Trend DialogOne “LINE” Business Connect “AdNetwork” Admin Tools http://aws.typepad.com/sajp/2016/07/aws-adtech-jp.html Wrap-up Blog Post
- 12. Japanese AdTech Community AkibaLab – Over 800 people in Facebook group
- 13. Japanese AdTech Community AkibaLab – Over 800 people in Facebook group アドテク⇒AdTech Akiba Lab is a Japanese AdTech community Big year-end party in Dec 2016 Lightning Talks
- 14. Japanese AdTech Community #CTONightpowered by AWS
- 15. Japanese AdTech Community #CTONightpowered by AWS Japanese Top-Notch CTOs gathering
- 16. Japanese AdTech Community #CTONightpowered by AWS v AdTech CTOs at CTO Night J
- 17. Japanese AdTech Community AdTechCTOs Round Table v Deeper AdTech Talks!
- 18. Japanese AdTech onAWS Use-Cases
- 19. AdTech on AWSUse-Cases in Japan Dynalyst http://www.dynalyst.io v Re-Targeting / Re-Engaging v Japan and U.S. fluct https://fluct.jp v SSP: 30 billion impressions in a month v Ajitofm: Podcast @ VOYAGE GROUP in company bar IM-DMP https://corp.intimatemerger.com v Public DMP v Small Engineering Team delivers Big Result UNICORN https://uncn.jp v Full Automated Marketing Platform v International Engineers in Tokyo
- 20. CyberAgent - InternetConglomerate https://www.cyberagent.co.jp/en/
- 21. CyberAgent - InternetConglomerate http://pdf.cyberagent.co.jp/C4751/GEqq/Pzq8/RSrX.pdf
- 22. CyberAgent - InternetConglomerate http://pdf.cyberagent.co.jp/C4751/GEqq/Pzq8/RSrX.pdf About 500 million USD Ad Business
- 23. CyberAgent - AdTechStudio https://adtech.cyberagent.io/ https://www.slideshare.net/InsightTechnology/dbts- tokyo-2016-b15-bigdata-actian-matrix-mapr-cyberagent
- 24. CyberAgent - AdTechStudio https://adtech.cyberagent.io/ https://www.slideshare.net/InsightTechnology/dbts- tokyo-2016-b15-bigdata-actian-matrix-mapr-cyberagent
- 25. Dynalyst - DynamicRetargeting for Game Apps Massive Audience Personalized Engagement AWS Summit Tokyo 2014 AWS Summit Tokyo 2015
- 26. Dynalyst - LogProcessing Architecture
- 27. Japan US ap-northeast-1 us-east-1 Up to 100 instances Upto 80 shards KCL on ECS Docker Cluster S3 Redshift EMR Up to 100 instances Up to 80 shards KCL on ECS Docker Cluster Dynalyst - Log Processing Architecture
- 28. Japan US ap-northeast-1 us-east-1 Up to 100 instances Upto 80 shards KCL on ECS Docker Cluster S3 Redshift EMR Up to 100 instances Up to 80 shards KCL on ECS Docker Cluster Dynalyst - Log Processing Architecture Petabyte Scale
- 29. Dynalyst - CrossRegion Replication Real-Time Bidding https://media.mopub.com/media/filer_public/30/1f/301ffdbc-1edb-4e8a-ab22-a3d5db57851e/mopub_dynalyst_case_study.pdf
- 30. Dynalyst - CrossRegion Replication Real-Time Bidding https://media.mopub.com/media/filer_public/30/1f/301ffdbc-1edb-4e8a-ab22-a3d5db57851e/mopub_dynalyst_case_study.pdf Network Latency is Critical https://www.mopub.com/resources/mopub-demand/mopub-marketplace-overview/network-infrastructure/
- 31. Dynalyst - CrossRegion Replication DynamoDB Streams Amazon RDS Aurora
- 32. Dynalyst - Real-TimeBidding Train Model: Spark ML / Save Model: Redis Quick Response to Bid Requests! EMR ElastiCacheS3 Bid Request Memcached Redis Aurora DynamoDB
- 33. Dynalyst - GoGlobal with AWS! Shuhei Kimura v Moving back and forth from Japan to U.S. v Diving deeply into U.S. AdTech eco-system v Planning to use another AWS region in US West
- 34. VOYAGE GROUP -fluct: SSP
- 35. fluct - ServerlessArchitecture in 2016 Serverless for Analyzing contents vBetter Contents/Context matched Ad delivery https://speakerdeck.com/suzuken/how-to-use-aws-lambda-in-document-processing-pipeline
- 36. fluct – SSP:30billion impressions in a month Kenta Suzuki A. Advertising transparency v Players are relying on each other v Preventing unethical actions is an entire industry problem! v Letʼs make the Internet better place J Q. What is the trend in AdTech industry?
- 37. fluct magazine https://magazine.fluct.jp fluct– SSP: 30billion impressions in a month
- 38. fluct – SSP:30billion impressions in a month “ads.txt” aims to increase transparency in the AdTech ecosystem How do we introduce ads.txt? fluct magazine https://magazine.fluct.jp
- 39. fluct - AdVerification Architecture
- 40. Ad tag ALB ECS Lambda Lambda Amazon ES 3rdParty service Kinesis fluct - Ad Verification Architecture
- 41. Ad tag ALB ECS Lambda Lambda Amazon ES 3rdParty service Kinesis Speed Layer Batch Layer fluct - Ad Verification Architecture
- 42. Ad tag ALB ECS Lambda Lambda Amazon ES 3rdParty service Kinesis Running “Golang” application on AWS Lambda w/ Apex fluct - Serverless Architecture
- 43. Apex – ServerlessInfrastructure “build, deploy, and manage AWS Lambda functions with ease” http://apex.run/
- 44. https://speakerdeck.com/kakakakakku/case-study-of-lambda-and-apex Apex – ServerlessInfrastructure Running Golang on AWS Lambda
- 45. https://speakerdeck.com/kakakakakku/case-study-of-lambda-and-apex Running Golang onAWS Lambda Apex – Serverless Infrastructure
- 46. Tech Podcast -VOYAGE GROUP https://www.instagram.com/p/BXWzZ9ngYLZ/HUGO (https://gohugo.io/) + Hosting on S3 Ajitofm https://ajito.fm/
- 47. https://ajito.fm/2/ Tech Podcast -VOYAGE GROUP Running Golang on AWS Lambda v Node.js -> Golang Running Golang as a Child Process Utilize STDIN and STDOUT Sounds like “CGI” in Cloud ERA... http://www.kent-web.com/
- 48. https://ajito.fm/2/ v Node.js ->Golang Running Golang as a Child Process Utilize STDIN and STDOUT Sounds like “CGI” in Cloud ERA... Popular CGI Examples In 90s… Tech Podcast - VOYAGE GROUP Running Golang on AWS Lambda http://www.kent-web.com/
- 49. AJITO – VOYAGEGROUP Inside Company Bar
- 50. Intimate Merger -IM-DMP
- 51. Intimate Merger -IM-DMP Intimate Merger v Founded in 2013 as a Joint Venture FreakOut: The first DSP in Japan Preferred Infrastructure: Cutting Edge Tech v Shareholders in 2017 FreakOut Holdings: Global Marketing Tech group Dentsu: Worldʼs leading Advertising Agency YJCapital: Yahoo! Japan Corporate Venture Capital
- 52. Intimate Merger -IM-DMP w/ dentsu v Contribute to Public DMP ”dPublic” by dentsu w/ Yahoo! Japan v Connect to Yahoo! Japan DMP https://corp.intimatemerger.com/archives/1855/
- 53. Intimate Merger -IM-DMP w/ dentsu v Contribute to Public DMP ”dPublic” by dentsu w/ Yahoo! Japan v Connect to Yahoo! Japan DMP https://corp.intimatemerger.com/archives/1855/ PsychographicDemographic 400 million Audience Data
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- 55. IM-DMP - Architecture ECS RDS ElastiCache SpotFleet ECS CSV TSV JSON SQS IM-DMP UI&API Data Processing S3 3rd Party Partners
- 56. ECS RDS ElastiCache CSV TSV JSON SQS IM-DMP UI&API Data Processing S3 3rd Party DataProviders Everything is started from S3 upload Simple File-based Trigger Spot Fleet ECS IM-DMP - S3 File-based Architecture
- 57. ECS RDS ElastiCache CSV TSV JSON SQS IM-DMP UI&API Data Processing S3 3rd Party Partners ECS& Spot Fleet Spot Fleet ECS IM-DMP - Amazon ECS & EC2 Spot Fleet
- 58. AWS Summit Tokyo2017 https://www.youtube.com/watch?v=vJZJY_t8JDE https://www.slideshare.net/im_docs/amazon-ecs-spotfleet IM-DMP - Amazon ECS & EC2 Spot Fleet
- 59. AWS Summit Tokyo2017 https://www.youtube.com/watch?v=vJZJY_t8JDE https://www.slideshare.net/im_docs/amazon-ecs-spotfleet IM-DMP - Amazon ECS & EC2 Spot Fleet
- 60. Amazon EC2 SpotInstances July 26, 2017 / ap-northeast-1 / Linux On Demand Reserved Instances for 1 year Spot Instances Spot Block All Upfront Partial Upfront No Upfront 1h 6h c4.large $0.126 $0.084 (33%) $0.086 (32%) $0.090 (29%) $0.029 (77%) $0.077 (39%) $0.098 (22%) m4.large $0.129 $0.081 (37%) $0.083 (36%) $0.087 (32%) $0.027 (79%) $0.101 (21%) $0.128 (0.7%) r3.large $0.20 $0.127 (36%) $0.130 (35%) $0.149 (26%) $0.031 (84%) $0.116 (42%) $0.147 (26%)
- 61. On Demand Reserved Instances for1 year Spot Instances Spot Block All Upfront Partial Upfront No Upfront 1h 6h c4.large $0.126 $0.084 (33%) $0.086 (32%) $0.090 (29%) $0.029 (77%) $0.077 (39%) $0.098 (22%) m4.large $0.129 $0.081 (37%) $0.083 (36%) $0.087 (32%) $0.027 (79%) $0.101 (21%) $0.128 (0.7%) r3.large $0.20 $0.127 (36%) $0.130 (35%) $0.149 (26%) $0.031 (84%) $0.116 (42%) $0.147 (26%) July 26, 2017 / ap-northeast-1 / Linux Amazon EC2 Spot Instances
- 62. ECS RDS ElastiCache CSV TSV JSON SQS IM-DMP UI&API Data Processing S3 3rd Party Partners SpotInstances Spot Fleet ECS IM-DMP - Elasticsearch on Spot Instances
- 63. Elasticsearch: Approx. 400million IDs v Extract IDs with v Keyword (by browsing history) v Segment v User Agent v IP address v Geo https://www.slideshare.net/im_docs/elasticsearch-48873206 IM-DMP - Elasticsearch on Spot Instances
- 64. Elasticsearch on SpotInstances v approx. 500vCPUs for Analytics workload Over 8vCPUs i3 Instances IM-DMP - Elasticsearch on Spot Instances
- 65. Intimate Merger Small engineeringteam delivers Big results! Masafumi Osogoe & Kazuki Matsuda Kazuki Masafumi
- 66. Bulbit - Adwayscompany http://adways.kr/https://www.adways.net
- 67. Bulbit - PartyTrack & UNICORN
- 68. 68 UNICORN - FullAutomated Marketing Platform
- 69. Greatly Skilled Engineersfrom China J vHailin Hu vXiaoyi Qu UNICORN - Full Automated Marketing Platform ü How do you feel about working on AdTech in Japan? ü What are you focusing on? HailinXiaoyi
- 70. Greatly Skilled Engineersfrom China J vHailin Hu vXiaoyi Qu UNICORN - Full Automated Marketing Platform Itʼs like a “Gold Mine” ü Day-by-Day Evolution ü Achieving Goals with latest Big Data Technologies ü Utilize “Amazon Athena” in a massive way! HailinXiaoyi
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- 72. Auto Scaling Up to200 instances Athena Redshift Deep Learning on EC2 S3 UNICORN - Architecture
- 73. Auto Scaling Up to200 instances Athena Redshift Deep Learning on EC2 S3 UNICORN - Real-Time Bidding From Ruby to Golang “Speed is King” in Real-Time Bidding
- 74. Auto Scaling Up to200 instances Athena Redshift Deep Learning on EC2 S3 UNICORN - Data Analysis v Extract data for Machine Learning every 30min v Ad-Hoc Big Data Analysis
- 75. Auto Scaling Up to200 instances Athena Redshift Deep Learning on EC2 S3 UNICORN - Machine Learning v w/ Minimum Libraries ü No Heavy Framework ü As Fast As Possible!! v Making Steady Effort ü Plan-Do-Check-Act ü Parameter Tuning ü A/B Testing
- 76. Auto Scaling Up to200 instances Athena Redshift Deep Learning on EC2 S3 UNICORN - Machine Learning For Real-Time Bidding, Bidding servers load “Trained Models” into Memory
- 77. Auto Scaling Up to200 instances Athena Redshift Deep Learning on EC2 S3 UNICORN - Big Data Technology v Right Technology in the Right Place v Recently in favor with “Apache Flink”
- 78. AdTech use-cases inJapan
- 79. Let's meet upat re:Invent 2017!! https://reinvent.awsevents.com/
- 80. Let's meet upat re:Invent 2017!! https://reinvent.awsevents.com/
- 81. Let's meet upat re:Invent 2017!! https://reinvent.awsevents.com/ @Kimchi Korean BBQ http://www.kimchilasvegas.com/
- 82.