Serving Ads at 35,000 Feet While Traveling at 600 MPH
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Serving Ads at 35,000 FeetWhile Traveling at 600 MPH
MARK VERONE
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• VIDEO SLIDE: Embed Video Here
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1)People2)Process3)Technology
Why Gogo?
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Sponsorships = 4-6 wksDisplay Ads = 2-4 wks
Avg. In-FlightCTR= 0.69%-20%
Whitelist = 10 days
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•
“We are NOT moving mountains…just pushing pixels!”
--Mark Verone, 2012
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Baby Steps
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Step 1: People – Make it Easy
CHALLENGESa) Human Ad Serverb) 30 Person Meetingsc) Email & CR Forms (TPS
Report)
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SOLUTIONS:a) Automationb) Kill Meetingsc) SSOT - Jira & Wiki
Step 1: People – Make it Easy
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Example From JIRA
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Sample from Wiki
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Step 2: Process - Simplify
CHALLENGES:a) No “real-time” changesb) Limited Targetingc) 4-6 Week Turnaround
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Step 2: Process - Simplify
SOLUTIONS:a) Daytime Publishingb) Ad Server RFPc) Introduced Agile Methods
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1) Requests 2) Work 3) Team
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From Waterfall…
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…to Scrum
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Basic Scrum Overview
• Time-Boxes: Sprints & Releases• Roles: Product Owner, ScrumMaster & Development Team• Rituals: Release / Sprint Planning / Review / Retrospective, Daily Stand Up • Backlogs: Product, Release & Sprint Backlogs
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How we organize our work…REQUESTSRequire WORK by AGILE TEAM(S) DONE Launched
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…to Scrumban• Best of both worlds…– SCRUM = Iterations / Standup / Retrospectives / Demos– KANBAN = WIP – Work In Progress Limits, Just In Time
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Innovate
Step 3: Technology – Innovate
CHALLENGES:a) No Automationb) ATG Latencyc) Complex Environments
high % of iOS devices
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Innovate
Step 3: Technology – Innovate
SOLUTIONS:a) Custom Ad Serverb) Custom CDN Cachingc) Simplified Deployment
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Custom cNAME & iOS
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Whitelisting
• Free Access to select websites• Captured URLs/IP addresses• Min 2 wk turn around
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Analytics CDN Caching Whitelist
Ad Server Tag Management Content Management
Ad Technology Stack
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RESULTS: (after 18 months)1)People:
75% fewer involved
2)Process:50% Reduction in Time
3)Technology:100% Improvement
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*-)- Questions?