AWS Architecture Case Study: Real-Time Bidding. Tom Maddox, Solutions Architect

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1 AWS Architecture Case Study: Real-Time Bidding Tom Maddox, Solutions Architect

2 Who am I? Gardener (Capacity Planning) Motorcyclist (Agility) Mobile App Writer Problem Solver Technology Geek Solutions Architect

3 Agenda What Is Real-Time Bidding (RTB)? Architectural Challenges Architecture Deep Dive DynamoDB Streams Big Data Transformation and Analysis Tools Machine Learning

4 What is Real-Time Bidding? Real-Time Bidding (RTB) is a service offered by advertising networks to agencies. The agencies decide on the value of advertising opportunities in realtime and bid accordingly on behalf of their advertising clients. Typically the window of opportunity for bids to be calculated from provided consumer details (e.g. cookies) and then submitted is 100ms.

5 The 100ms Handshake Real Estate Owner Advertising Agency Logged in with Referred by Location Websites Mobile Apps Video Streaming Historic user profiles Active Campaigns Content Management Billing Campaign Management Keywords Interests

6 Why is it interesting? Most agencies want to maximize their campaign audiences by responding to advertising opportunities all over the world. Responses based on data driven, calculated decisions are important to yield value to campaigns. Consistently bidding on global opportunities in under 100ms can be challenging at any scale.

AdRoll AdRoll is a global leader in retargeting with more than 10,000 active advertisers across over 100

5 PB of data in Amazon S3 and run just 30 core Amazon Elastic Compute Cloud (Amazon EC2) instances.

variable capacity. We need high performance, but we need more than that, says Valentino Volonghi, CTO.

7 AdRoll AdRoll is a global leader in retargeting with more than 10,000 active advertisers across over 100 countries. AdRoll store 1.5 PB of data in Amazon S3 and run just 30 core Amazon Elastic Compute Cloud (Amazon EC2) instances. Additional instances anywhere from 200 to 1,000 of them, including Amazon EC2 Spot Instances are used for variable capacity. We need high performance, but we need more than that, says Valentino Volonghi, CTO. We need flexibility, and we need software that could scale across multiple data centers and machines, software we could optimize as we go. Moving our operations to the cloud was really our only option.

8 SocialVibe SocialVibe has built a global business that handles peaks in its traffic using Amazon DynamoDB and multiple Availability Zones across different Regions. Using AWS has enabled SocialVibe to experiment with new architectures to meet the demands of a diverse worldwide customer base. We had to order hardware in advance, we couldn t experiment with new hardware easily, explains Joshua Rangsikitpho, CTO. once we moved over to AWS all those problems went away

9 On to the architecture

10 Architecture Overview Real-Time Bidding Click Stream Ingest Regional Hub Regional Hub Regional Hubs Campaign Mgmt Big Data Processing (Billing, Profile Tracking, Machine Learning)

11 Architecture Overview

12 Flyby Comments This architecture focuses on bidding logic. We re not going to look closely at content management or serving. There is a split between time sensitivity. Bidding is done as fast as possible, but clickstream data can be buffered to update data for bidding decisions. Long range connectivity can be error prone. We re leveraging AWS managed, resilient replication techniques wherever possible.

13 Deep Dive: Campaign Management

14 Deep Dive: Campaign Management Role: Management and monitoring of advertising campaigns. Usage: Marketing departments and advertising agencies log into a marketing portal to define campaigns and monitor dashboards. Top Tip: campaign managers can optimize target audiences in real-time, based on ongoing success. Services: Elastic Beanstalk, Elastic Load Balancers, EC2 Instances, RDS

15 Deep Dive: Click Stream Ingest

16 Real-time processing High throughput; elastic Amazon Kinesis Easy to use S3, Redshift, DynamoDB Integrations

17 Amazon Kinesis Streams Managed service for streaming ingest & processing HTTP Post Get* APIs AWS SDK AWS Mobile SDK LOG4J Kinesis Client Library + Connector Library Apache Storm Flume Amazon Elastic MapReduce Fluentd Sending Consuming

18 Deep Dive: Click Stream Ingest Role: Collect and aggregate click stream data from audience interactions. Usage: Interactions with audiences are offloaded to a Kinesis Stream or Kinesis Firehose. Records are persisted to Amazon S3. Services: Elastic Beanstalk, Kinesis, Lambda, S3

19 Amazon Kinesis Firehose Load massive volumes of streaming data into Amazon S3 and Amazon Redshift Capture and submit streaming data to Firehose Firehose loads streaming data continuously into S3 and Redshift Analyze streaming data using your favorite BI tools Zero administration: Capture and deliver streaming data into S3, Redshift, and other destinations without writing an application or managing infrastructure. Direct-to-data store integration: Batch, compress, and encrypt streaming data for delivery into data destinations in as little as 60 secs using simple configurations. Seamless elasticity: Seamlessly scales to match data throughput w/o intervention

20 Deep Dive: Big Data Processing

21 S3 Cross Region Replication Replication of data across AWS regions reliably All new uploads into source bucket will be replicated Asynchronous Entire bucket or prefixes Versioning required

22 Deep Dive: Big Data Processing Role: Consolidate clickstream data from around the world, update user profiles, KPI s and client invoices. Usage: S3 bucket replication is used to bring regional data together. Then AWS analytics services transform the data to derive insights. Updated user profiles and bidding tactics are distributed with the DynamoDB replication client. Top Tip: Faster analysis can lead to better return on investment. Leveraging Spot Instances can maximize this optimization opportunity. Services: S3 bucket replication, Data Pipeline, EMR, Redshift, Machine Learning, Kinesis, DynamoDB Replication Client, Spot Market.

23 Don t lock your big data pipeline down. Keep it agile and experiment often!

24 Deep Dive: Real-Time Bidding

25 Optimized Connectivity Many advertising exchanges already use AWS. Enquire into low latency connectivity options such as VPC peering. If not, consider Direct Connect as a means to get best possible latency from AWS to anyone.

26 Deep Dive: Real-Time Bidding Role: Respond to advertising opportunities with bids based on campaign and user data in under 100ms. Usage: An API responds to opportunities in real-time using in-memory caches and crossregion replication. Services: Elastic Beanstalk, ElastiCache, RDS and DynamoDB

27 What are DynamoDB Streams? A stream of updates that scales with your table

28 Asynchronous Exactly once Strictly ordered records i=c i=c i=b i=a

29 Cross region replication

30 Architecture Overview

31 Summary Use regional hubs to minimize latency. Leverage asynchronous cross-region replication to keep regional hubs in sync, in real-time. Use event driven workloads that remain responsive at any scale. Many exchanges already use AWS, so enquire about optimized connectivity. Let us manage moving data around, so that you can concentrate on finding new insights from your data.

32 Further Challenges How could we make sure a campaign budget is never exceeded? What s the best way to manage and serve advert content too?

33 Call to Action 1. Come to us and tell us more about your AdTech use cases and what your priorities are. 2. We a building an AdTech community for AWS customers to get early preview of products and collaborate with us. 3. We are looking for cool and popular AdTech blog ideas and for customers to tell their story.

Real-time Streaming Applications on AWS Patterns and Use Cases

Real-time Streaming Applications on AWS Patterns and Use Cases Christian Deger, Chief Architect, AutoScout24 Dr. Steffen Hausmann, Solutions Architect, AWS May 18, 2017 2016, Amazon Web Services, Inc.