Welcome!

Log Management Authors: David H Deans, Carmen Gonzalez, Eric Robertson, Liz McMillan, Pat Romanski

Related Topics: Containers Expo Blog, Log Management, @CloudExpo, @BigDataExpo

Containers Expo Blog: Blog Post

Big Data Analysis in Ad Marketing By @Dana_Gardner | @CloudExpo [#BigData]

adMarketplace solves search intent challenge with HP Vertica big data warehouse

The Power of Big Data Analysis in Ad Marketing

The next BriefingsDirect bid data trailblazer interview examines how New York-based adMarketplace, a search syndication advertising network, has met its daunting data-warehouse requirements.

Learn here how adMarketplace captures and analyzes massive data to allow for efficient real-time bidding for traffic sources for online advertising. And we'll hear how the data-analysis infrastructure also delivers rapid cost-per-click insights to advertisers.

For the inside story, BriefingsDirect sat down with Michael Yudin, the Chief Technology Officer at adMarketplace at the recent  HP Discover 2014 Conference in Las Vegas. The discussion is moderated by me, Dana Gardner, Principal Analyst at Interarbor Solutions.

Here are some excerpts:

Gardner: Tell us first about what adMarketplace does. It sounds very interesting, but I'm not sure I fully understand it.

Yudin: Well, adMarketplace is the leading marketplace for search intent advertising, and let me explain what that means. Search advertising is the best form of advertising ever invented. For the first time, a consumer actually tells a computer what they're interested in. That’s why Google became so successful as a search engine.

Yudin

Some things are changing in the marketplace these days. Consumer search intent is fracturing. You probably wonder what this means. It’s very simple. What this means is Google is no longer the only place you go to search for stuff.

I'll give you an example. Last night, I was looking for a Brazilian steakhouse here in Las Vegas. I didn't go on google.com. I opened my iPhone and I fired up a yellow pages (YP) app and I entered "Brazilian steakhouse" in the search box.

There are a variety of apps in my phone like that for travel, sports, news, and various other things I'm interested in. Anytime I search there, I don’t go to google.com. Consumer search has really fractured and adMarketplace has solved the monetization problem for that.

Providing value

Gardner: So when people are searching in areas other than say Google or Yahoo, how does your organization intercept with that and how does that provide value to both the consumer that’s searching and advertisers that want to provide them information?
Yudin: It benefits both the consumer and the advertiser. In the search world, an ad is really nothing more than a search result in response to user’s query. That’s why it’s so great.

Our clients are the Internet's largest marketers and brands. They use adMarketplace to acquire additional customers in addition to the other marketing channels like Google, where they are pretty much already maxed out.

http://bit.ly/1En8DHKThere are only so many searches that happen in Google and they're declining. So advertisers are looking for new ways to capture consumer intent and to convert this into sales and measurable return on investment (ROI), and that's what we do for them.

Gardner: Of course, a really important thing here is to match properly, and that requires data and analysis -- and it requires speed. Tell us a little about the requirements. How do you do this technically?

Yudin: You just nailed it. This is a very, very big data problem and it has to be solved at scale and fast. And it’s also a 24x7 problem. We can never take our system down. We have a global business, and anytime you go and you search for something as a consumer, you expect to see the result right away.

Our network handles about half a billion search queries per day and this results in about two terabytes of data per hour constantly generated by our platform, across multiple data centers. We needed a very scalable and robust analytical data warehouse solution that could handle this. Two years ago, we evaluated a number of vendors and settled on HP Vertica, which was best able to satisfy our tough requirements.

Gardner: And are these requirements primarily about the scale and volume, or are we talking also about a need for rapid query, or all the above? Give us a bit more insight into the actual requirements for your network?

Yudin: That's a great question, and I think this is what makes Vertica unique. There are products out there that can store a lot of data, but you can't get this data out of these solutions quickly and at high concurrency. We require a system that can ingest large amounts of data constantly. I am talking about terabytes and terabytes of data. This data has to be queryable right away, with very low latency requirements.

Some of our queries for Advertiser 3D and analytical dashboard are preplanned queries obviously, but they are very big data queries and the service-level agreement (SLA) on these queries is two seconds. Very few products can do that. Some queries are obviously more complex, but we're still talking about seconds and not hours.

Concurrency requirement

On top of this, there's a concurrency requirement and that’s a very big weak spot of a lot of products. Vertica is actually able to provide sufficient concurrency, and it’s never enough.

I do know that there's an upcoming release of Vertica 7, where this is going to be improved even further, but it’s quite acceptable right now. And it has to be fault tolerant, which means that it should be able to sustain a hardware failure on any of its nodes -- and it can do that.

Gardner: Tell us a bit about where you've built Vertica in terms of data centers. Are they your own? Do you have managed service providers? How are you managing your infrastructure that supports Vertica and then therefore your data processes?

Yudin: We own our own infrastructure. So these are not managed services. We actually once used managed services, but we've outgrown them. And Vertica runs on dedicated hardware.

This was driven by business requirements. We didn’t just decide that we needed this

We also have several other Vertica clusters that run on virtualized hardware, and even though it’s dedicated infrastructure, it’s really dedicated at the cloud level now. So call it private cloud. It's a buzzword. It's a mix of dedicated and virtualized. It's elastic scaling.

Gardner: And the transition. You mentioned that two years ago, you were searching for a product. How were you able to bring this on board and what sort of growth have you had as a result -- in terms of data volume, but also in your business, in terms of customers and overall business metrics of growth?

Yudin: This was driven by business requirements. We didn’t just decide that we needed this. So we started to undertake a very, very ambitious project -- Advertiser 3D. If you go to our website, www.admarketplace.com, you can read more about it.

This is a very elegant, simple, and yet powerful, system to match and price traffic across a multitude of traffic sources. To deliver this product, we didn’t have a choice. We had to have a powerful analytical back-end data warehouse. That's when we started to evaluate products and chose Vertica.

Gardner: And have there been any other benefits of going to Vertica in terms of being able to increase the number of features, or have you been able to leverage the technology in new business opportunities in terms of what you can offer your customers, not just to have met the requirements, but perhaps whole new types of benefits?

Yudin: Definitely. Our customers don’t know and don’t even care that we use Vertica on the back end. That’s probably why we won an HP award, because we integrated it into our overall solution very elegantly and seamlessly, but it obviously does a lot of heavy lifting on the back end.

And the project was successful and transformed our business. Our growth rates have accelerated over 50 percent on our core revenue and performance. Data-savvy marketers, and our clients started to see significantly double-digit improvement in ROIs.

Gardner: As Chief Technology Officer there, you've gone through a fairly significant change in your infrastructure and adoption, as you've just described. Looking back, are there any lessons learned that you could offer to others who are also running into a wall with their data infrastructure or looking for alternatives? Any thoughts on how you would advise them to make the transition?

Yudin: Definitely. The number one advice I would give anybody is don’t believe anything until you do two things: Try it yourself and get references from people who actually use this and whom you trust. That's very important.

You may also be interested in:

More Stories By Dana Gardner

At Interarbor Solutions, we create the analysis and in-depth podcasts on enterprise software and cloud trends that help fuel the social media revolution. As a veteran IT analyst, Dana Gardner moderates discussions and interviews get to the meat of the hottest technology topics. We define and forecast the business productivity effects of enterprise infrastructure, SOA and cloud advances. Our social media vehicles become conversational platforms, powerfully distributed via the BriefingsDirect Network of online media partners like ZDNet and IT-Director.com. As founder and principal analyst at Interarbor Solutions, Dana Gardner created BriefingsDirect to give online readers and listeners in-depth and direct access to the brightest thought leaders on IT. Our twice-monthly BriefingsDirect Analyst Insights Edition podcasts examine the latest IT news with a panel of analysts and guests. Our sponsored discussions provide a unique, deep-dive focus on specific industry problems and the latest solutions. This podcast equivalent of an analyst briefing session -- made available as a podcast/transcript/blog to any interested viewer and search engine seeker -- breaks the mold on closed knowledge. These informational podcasts jump-start conversational evangelism, drive traffic to lead generation campaigns, and produce strong SEO returns. Interarbor Solutions provides fresh and creative thinking on IT, SOA, cloud and social media strategies based on the power of thoughtful content, made freely and easily available to proactive seekers of insights and information. As a result, marketers and branding professionals can communicate inexpensively with self-qualifiying readers/listeners in discreet market segments. BriefingsDirect podcasts hosted by Dana Gardner: Full turnkey planning, moderatiing, producing, hosting, and distribution via blogs and IT media partners of essential IT knowledge and understanding.

@ThingsExpo Stories
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
There are 66 million network cameras capturing terabytes of data. How did factories in Japan improve physical security at the facilities and improve employee productivity? Edge Computing reduces possible kilobytes of data collected per second to only a few kilobytes of data transmitted to the public cloud every day. Data is aggregated and analyzed close to sensors so only intelligent results need to be transmitted to the cloud. Non-essential data is recycled to optimize storage.
"I think that everyone recognizes that for IoT to really realize its full potential and value that it is about creating ecosystems and marketplaces and that no single vendor is able to support what is required," explained Esmeralda Swartz, VP, Marketing Enterprise and Cloud at Ericsson, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you ...
My team embarked on building a data lake for our sales and marketing data to better understand customer journeys. This required building a hybrid data pipeline to connect our cloud CRM with the new Hadoop Data Lake. One challenge is that IT was not in a position to provide support until we proved value and marketing did not have the experience, so we embarked on the journey ourselves within the product marketing team for our line of business within Progress. In his session at @BigDataExpo, Sum...
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, will discuss the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information,
China Unicom exhibit at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE FDD, TD-LTE), fixed-line broadband, ICT, data communica...
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, will discuss some of the security challenges of the IoT infrastructure and relate how these aspects impact Smart Living. The material will be delivered i...
Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, represent...
As organizations realize the scope of the Internet of Things, gaining key insights from Big Data, through the use of advanced analytics, becomes crucial. However, IoT also creates the need for petabyte scale storage of data from millions of devices. A new type of Storage is required which seamlessly integrates robust data analytics with massive scale. These storage systems will act as “smart systems” provide in-place analytics that speed discovery and enable businesses to quickly derive meaningf...
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, will provide a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services ...
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, will posit that disruption is inevitable for c...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great dea...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...