The document discusses the challenges and advancements in building new media applications, highlighting the evolution of digital media and advertising from early web days to current standards. It emphasizes the need for better targeting and data analysis due to increasing traffic and changing content types. Key learnings include the importance of scalability, early monitoring, and adopting a component-based design to effectively manage resources.

1. Technology Challenges in Building New Media ApplicationsManjushaMadabushi

2. ManjushaMadabushiOver 22 years of industry experienceCTO and Co-Founder, Talentica SoftwareCo-Founder, Nitman SoftwareDirector India Engineering, eGain Communications CorpTata Consultancy ServicesEducationMS (EECS), Northwestern UniversityB Tech (EP), IIT Bombay

3. Media TrendsWhat’s “new media”?New media is not just digitizing of media content into bits. The difference really lies in the dynamic life of the 'new media' content and its interactive relationship with media consumer.- WikipediaYearly Technology Growth1971 1979 1991 1995 1998 2005Internet / Web1st Social Networking SiteTVDigital MediaPhones / WirelessSmart Phones Blogs / ForumsPrint MediaNewspaper

4. Case StudyAd Aggregator171mn ads per day, 800mn+ a month5,000+ Campaigns150+ Carriers5,000 ZonesSupported Ad types HTML Banner, JS Banner, SMS Banner, link banner, Image Ads, Video Ads, IadsTargetingLocation, Device, Resolution, Carrier etc.

5. Traditional Ad NetworksAdvertiser(A)Ad Network(A)Advertiser(B)Ad Network(B)Advertiser(C)Ad Network(C)

6. Ad AggregatorsAdvertiser(A)Ad Network(A)AggregatorAdvertiser(B)Ad Network(B)Advertiser(D)Advertiser(C)Ad Network(C)

7. Early DaysWeb boxes did everythingServing ads, run matching algorithms and measurementShoehorned everything into Apache and MySQLDeploymentUsed Amazon EC2, S3MonitoringLogging and monitoring using NagiosIntegrations with Ad NetworksSimple URLs

8. Early Days DeploymentLoad BalancerMySQL ServerEC2Apache Server 1EC2Apache Server 1EC2Apache Server 1EC2S3 Server

9. ChallengesTraffic increased 50% month to monthVolumes grew to 150 mn requests a day, 800mn a monthContent evolved Image Ads – Standard MMA sizes / custom size

10. Click to Call ads

11. Video AdsUser attention reducedNeeded better targeting – data analysis9

12. Load BalancerLight httpMemory cache EC2Light httpMemory cache EC2Light httpMemory cache EC2MySQL ServerEC2S3 Server10Scale Horizontally

13. Separate Out Priority Engine & Maintenance JobsLoad BalancerLight httpMemory cache EC2Light httpMemory cache EC2Light httpMemory cache EC2MySQL ServerEC2S3 ServerPriority EngineEC2TargettingEC2SumnavigationEC2

14. Scale the DatabaseLoad BalancerLight httpMemory cache EC2Light httpMemory cache EC2Light httpMemory cache EC2MySQL MasterEC2S3 ServerMySQL SlaveEC2Priority EngineEC2TargettingEC2SumnavigationEC2

15. ChallengesTraffic increased 50% month to monthVolumes grew to 150 mn requests a day, 800mn a monthContent evolved Image Ads – Standard MMA sizes / custom sizeClick to Call adsVideo AdsUser attention reducedMore reach – less attentionClientsContentClientsWAP ClientVideo AdsIphone ClientSDKClick to Call AdsAndroid ClientSDKText AdText AdsAd Aggregate ProductsBlackberry ClientSDKImage BannersQualcomm ClientSDK

16. ChallengesTraffic increased 50% month to monthVolumes grew to 150 mn requests a day, 800mn a monthContent evolved Image Ads – Standard MMA sizes / custom size

17. Click to Call ads

18. Video AdsUser attention reducedNeeded better targeting – data analysis

19. More Reach, Less AttentionBetter TargetingMatching Algorithm to look at different attributes and return the right bannerLocationDeviceDevice OSResolutionCarrierTimeGender, Date of Birth, Area Code Data AnalysisHadoop, Hive Clustering