This is an excerpt of the "Tier-1 BI in the World of Big Data" by Thomas Kejser, Denny Lee, and Kenneth Lieu specific to the Yahoo! TAO Case Study published at: http://www.microsoft.com/casestudies/Case_Study_Detail.aspx?CaseStudyID=710000001707

1. Yahoo! TAO Case Study
Excerpt of “Tier-1 BI in the World of Big Data” presentation
at PASS 2011 Conference
by Thomas Kejser, Denny Lee, and Kenneth Lieu

2. Yahoo! TAO Business Challenge
Yahoo! manages a
powerful scalable
advertising exchange
that includes publishers
and advertisers

3. Yahoo! TAO Business Challenge
Advertisers want to get
the best bang for their
buck by reaching their
targeted audiences
effectively and efficiently

4. Yahoo! TAO Business Challenge
Yahoo! needs visibility into how consumers
are responding to ads along many
dimensions: web sites, creatives, time of
day, gender, age, location to make the
exchange work as efficiently and
effectively as possible

5. Yahoo! TAO Technical Requirements
Visitors to Yahoo! Branded sites: 680,000,000
Ad Impressions: 3,500,000,000 (per day)
Rows Loaded: 464,000,000,000 (per qtr)
Refresh Frequency: Hourly
Average Query Time: <10 seconds

6. Yahoo! TAO Platform Architecture
How did we load so much so quickly?
Data Aggregation & ETL Data Archive & Staging BI Server
Oracle 11G RAC SQL Server Analysis
Hadoop
Services 2008 R2
2PB
cluster
File 1
Partition 1 Partition 1
File 2
Partition 2 Partition 2
File N Partition Partition
N N
1.2TB 135GB/day
/day compressed 24TB
Cube
/qtr

7. Yahoo! TAO Platform Architecture
Queries at the “speed of thought”
Adhoc Query/Visualization
24TB
Tableau Desktop 6 Cube
/qtr
Avg Query Time:
6 secs
464B rows of
event level data
/qtr
BI Query Servers
SQL Server Analysis
Services 2008 R2
Optimization Application
Dimensions: 24
Custom J2EE App
•
• Attributes: 247
Avg Query Time: • Measures: 207
2 secs

8. Yahoo! TAO Return on Investment
For campaigns
optimized using TAO,
eCPMs (revenue)
has increased!
For campaigns
optimized using TAO,
advertisers spent
more with Yahoo! than
before

9. Yahoo! TAO Return on Investment
Yahoo! TAO exposed customer segment
performance to campaign managers and
advertisers for the first time! No longer
“flying audience blind”