AWS Webcast - Power your Digital Marketing Strategy with Amazon Web Services

Dec 11, 2013

Power your Digital Marketing

Strategy with AWS

Ben Butler, Sr. Mgr,. Big Data, AWS

@bensbutler

Digital Marketing on AWS

Overview of AWS and Digital Marketing workloads

Amazon DynamoDB

Amazon Redshift

Ad Serving and Real Time Bidding

• Use cases

• Architectures

Digital Marketing Customer Success Stories

Why Companies Use AWS

• Business

o Faster time to market

o Iterate features faster because you’re not building/managing undifferentiated

“plumbing”. Very important in the rapidly changing digital advertising

ecosystem.

• Operational

o Add new datacenters in minutes or hours (e.g. burst or geographic expansion)

o Locality: Many companies in the Real Time Bidding ecosystem are on AWS

• Financial

o Pay only for what you use, when you use it

o Avoid large Capex expense for geographic or local expansion

What Digital Marketing Companies Use AWS for

Ad Serving

Infrastructure

Ad Servers

Exchanges, DSPs, SSPs

Data Management Platforms

Interactive Campaigns

and Microsites

Product websites

Social networking campaigns

Games and contests

High Performance

Computing & Big Data

Ad analytics

Ad server log processing

Business Intelligence

AWS Global Infrastructure

9 Regions

25 Availability Zones

42+ Edge Locations

Continuous Expansion

Solving Problems for Organizations Around the World

AWS Service Overview

AWS Global Infrastructure

Application Services

Networking

Deployment & Administration

Database Storage Compute

Compute Services

Amazon EC2 Auto Scaling Elastic Load

Balancing

Actual

EC2

Elastic Virtual servers

in the cloud

Dynamic traffic

distribution

Automated scaling

of EC2 capacity

Big Data Services

Amazon EMR

(Elastic Map Reduce)

Amazon Redshift AWS Data Pipeline

Hosted Hadoop

framework

Petabyte-scale data

warehouse service Move data among AWS

services and on-

premises data sources

Database and Application Services

Amazon CloudFront

CDN

Amazon RDS Amazon

DynamoDB

distribute content

globally, fast

Managed relational

database service Managed NoSQL

database service

DBA

Amazon

CloudSearch

Managed search

engine service

Storage Services

Amazon EBS

EBS

Block storage for use

with Amazon EC2

Amazon S3

Images

Videos

Files

Binaries

Snapshots

Internet scale

storage via API

AWS Storage Gateway

S3,

Glacier

Integrates on-premises

IT and AWS storage

Amazon Glacier

Images

Videos

Files

Binaries

Snapshots

Storage for archiving

and backup

Digital Advertising Companies using AWS

Amazon

DynamoDB

NoSQL Database

Predictable performance

Seamless & massive scalability

Fully managed; zero admin

Amazon DynamoDB

Amazon’s Path to DynamoDB

RDBMS DynamoDB

Amazon DynamoDB

DEVS

OPS

USERS

Fast Application

Development

Time to Build New Applications

• Flexible data models • Simple API • High-scale queries • Laptop development

Amazon DynamoDB

DEVS

OPS

USERS

Amazon DynamoDB

DEVS

OPS

USERS

Admin-Free (at any scale)

request-based capacity provisioning model

Provisioned Throughput

Throughput is declared and updated via the API or the console

CreateTable (foo, reads/sec = 100, writes/sec = 150)

UpdateTable (foo, reads/sec=10000, writes/sec=4500)

DynamoDB handles the rest

Capacity is reserved and available when needed

Scaling-up triggers repartitioning and reallocation

No impact to performance or availability

Amazon DynamoDB

DEVS

OPS

USERS Durable Low Latency

WRITES Replicated continuously to 3 AZ’s

Persisted to disk (custom SSD)

READS Strongly or eventually consistent

No latency trade-off

Amazon

Redshift

Data Warehousing the AWS way

Deploy Easy to provision

Pay as you go, no up front costs

Fast, cheap, easy to use

SQL

• Customer acquisition

– Ad spend

– Traffic sources

• Customer behavior

– Clickstream

– Referrals, sharing

– Actions taken

• Lifetime value

– Conversions

– Churn rate

Digital marketing and advertising use cases

Amazon S3

Amazon EMR

Amazon

Redshift

JDBC/ODBC DynamoDB

Amazon RDS

• Leader Node

– SQL endpoint

– Stores metadata

– Coordinates query execution

• Compute Nodes

– Local, columnar storage

– Execute queries in parallel

– Load, backup, restore via Amazon S3

– Parallel load from Amazon DynamoDB

• Single node version available

Amazon Redshift architecture

10 GigE (HPC)

Ingestion Backup Restore

JDBC/ODBC

• Optimized for I/O intensive workloads

• High disk density

• Runs in HPC - fast network

• HS1.8XL available on Amazon EC2

Amazon Redshift runs on optimized hardware HS1.8XL: 128 GB RAM, 16 Cores, 24 Spindles, 16 TB compressed user storage, 2 GB/sec scan rate

HS1.XL: 16 GB RAM, 2 Cores, 3 Spindles, 2 TB compressed customer storage

Amazon Redshift parallelizes and distributes everything

• Query

• Load

• Backup/Restore

• Resize

• Query

• Load

• Backup/Restore

• Resize


• Load in parallel from Amazon S3 or

Amazon DynamoDB

• Columnar storage, automatic

compression

• Data automatically distributed and

sorted according to DDL

• Scales linearly with number of nodes

• Query

• Load

• Backup/Restore

• Resize


• Backups to Amazon S3 are automatic, continuous and incremental

• Configurable system snapshot retention period

• Take user snapshots on-demand

• Streaming restores enable you to resume querying faster

• Query

• Load

• Backup/Restore

• Resize


• Resize while remaining online

• Provision a new cluster in the

background

• Copy data in parallel from

node to node

• Only charged for source cluster

• Query

• Load

• Backup/Restore

• Resize • Automatic SQL endpoint

switchover via DNS

• Decommission the source cluster

• Simple operation via AWS Console

or API


Extra Large Node (HS1.XL) 3 spindles, 2 TB, 16 GB RAM, 2 cores

Single Node (2 TB)

Cluster 2-32 Nodes (4 TB – 64 TB)

Amazon Redshift lets you start small and grow big

Eight Extra Large Node (HS1.8XL) 24 spindles, 16 TB, 128 GB RAM, 16 cores, 10 GigE

Cluster 2-100 Nodes (32 TB – 1.6 PB)

Note: Nodes not to scale

• Provision in minutes

• Monitor query performance

• Point and click resize

• Built in security

• Automatic backups

Amazon Redshift is easy to use

Ad Serving

EC2

Profiles Database

ad request

ad url

visitor

Ad Servers

DynamoDB

1. Visitor loads a web page

2. Web page issues a request to ad servers on EC2

3. Query to DynamoDB returns the ad to display

4. Link is returned to visitor

Real Time Bidding

EC2

Profiles Database Ad Servers

DynamoDB

EC2

Profiles Database Ad Servers

DynamoDB

RTB platform

Bidder DynamoDB

Ads Profiles Queues and Buffer bid response

20 ms

20 ms 20 ms 40 ms

Request network transit

Response network transit Decision on best ad and bid price based on

optimization that needs multiple data look-ups Contingency time buffer

…

bid request

EC2

Profiles Database

ad request

ad url

visitor

Ad Servers

DynamoDB

visitor

Optimize for scale, elasticity, and availability

• Multi-AZ: maintain EC2 capacity in multiple availability

zones

• Auto Scaling: scale EC2 capacity to automatically

manage variations in workload

• Elastic Load Balancing: automatically distribute

incoming traffic across multiple EC2 instances

EC2 (MAZ)

ad request

ad url

Ad Servers

DynamoDB Elastic Load Balancing

Profiles Database

visitor

1. Ad files are downloaded from CloudFront

2. Impressions captured into logs on S3

CloudFront

advertisement

impression logs

Static Repository Files

Amazon S3

EC2 (MAZ)

ad request

ad url

Ad Servers


Profiles Database

CloudFront

advertisement

impression logs


Amazon S3

Profiles Database

EC2 (MAZ)

ad request

ad url

Ad Servers


visitor

Click-through requests

are captured via EC2

into log files and

persisted on S3

Click-through Servers

click through log files

click through requests

Elastic Load Balancing

EC2 (MAZ)

Analysis

CloudFront

advertisement

impression logs


Amazon S3

Profiles Database

EC2 (MAZ)

ad request

ad url

Ad Servers


visitor

new bids

updated profiles

new requests

Redshift

ETL

Amazon EMR

unstructured log files

Click-through Servers

click through log files

click through requests

Elastic Load Balancing

EC2 (MAZ)

Amazon Redshift

Drive qualified users to advertiser’s sites

• Ad server logs • 3rd party data

• Bid history • User history

Bid Optimization

Business Analytics using Redshift

Optimize return on advertising expenditure

• Impressions • 3rd party data

• User history

• Enrichment

Cost Optimization

Architecture Templates for Common Patterns

aws.amazon.com/architecture

Affine uses AWS for Contextual Targeting

OUR CUSTOMERS BID ON VIDEO AD INVENTORY IN REAL TIME AND OUR SYSTEM MUST EVALUATE THE CONTENT THEY'RE SPONSORING AND RESPOND WITH A DECISION IN LESS THAN 50MS. ROUTE 53’S LATENCY BASED ROUTING LETS US EASILY RUN MULTIPLE STACKS OF OUR WHOLE TARGETING PLATFORM IN EACH AWS REGION SO WE CAN MEET OUR CUSTOMERS LATENCY NEEDS.

-- Jonathan Dodson VP Engineering

Respond in

less than 50ms

Delivers certainty to

Advertisers and Agencies

Lamborghini uses AWS for Dynamic Webapps

Reduced

infrastructure

costs by 50%

Reduced time to

market to near Zero

Razorfish Uses AWS for Big Data Processing

Processing time reduced to

8 hours from 2+ days

S3 Hadoop Cluster

100 machine cluster created on demand

3.5 billion records per day

71 million unique cookies

per day

1.7 Million targeted ads per

day

Increased client Return On

Ad Spend by 500%

Kantar Media Uses AWS to Scale Quickly

Need to scale to

45M+ beacon calls per day

EDGE SERVERS RUNNING ON EC2

INGEST THE DATA, USE SQS TO LET

WORKERS KNOW THAT DATA IS

AVAILABLE

WORKERS PRE-PROCESS THE DATA

AND PUT IT INTO S3

EMR THEN PROCESSES THAT DATA,

OUTPUTTING REPORTS AND RESULTS

INTO ANOTHER S3 BUCKET

Amazon Elastic Compute

Cloud (EC2)

Elastic

Load

Balancer

Edge

Servers Workers

Logs Reports

HDFS

Cluster

Amazon Elastic

MapReduce

Amazon Simple Queue

Service (SQS)

Amazon Simple Storage

Service (S3)

Dec 11, 2013

Thank you! Ben Butler, Sr. Mgr,. Big Data, AWS

@bensbutler

aws.amazon.com/digital-marketing

aws.amazon.com/big-data

AWS Webcast - Power your Digital Marketing Strategy with Amazon Web Services

Technology

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