© 2011 MediaMind | A Division of DG | All rights reserved
December 2011
Efi Cohen | Vice President, Technology
MediaMind Overview
© 2011 MediaMind | A division of DG | All rights reserved
Search
Display
Networks
Emerging
ConsumersMedia Suppliers
Challenges in Migrating to Digital Advertising
?
Agencies
Industry Challenges
• Fragmentation
• Noise
• Inefficiency
Media Agency
Creative Agency
Advertisers
© 2011 MediaMind | A division of DG | All rights reserved
Media Agency
Creative Agency
Advertisers
Search
Emerging
Networks
Display
MediaMind: Addressing Digital Advertising Challenges
ConsumersAgencies MediaMind Media Suppliers
Resolves fragmentation
Overcome noise
Integrated reach
Impact & relevancy
Optimization Addresses inefficiency
© 2011 MediaMind | A division of DG | All rights reserved
\
How Is MediaMind Different?
Uniquely Positioned at a Critical Juncture Point
MediaEngagementData
Apply data directly to the consumer experience, across all touch points
© 2011 MediaMind | A division of DG | All rights reserved
Online Marketing Suite
MediaMind Blocks
MediaMind Workshop
MediaMind Analytics
Channel Connect
Smart Trading Smart Planning Smart Versioning
DeveloperTools
Tracking& Analytics
DemandSide
Platform
AdServing
Planning& Buying
DynamicCreative
Rich Media
Standard Serving
In-stream Video
MediaMind Mobile
© 2011 MediaMind | A division of DG | All rights reserved
Massive Scale
I’m still concerned about my account
I’m not convinced
Little better
Ok, that’s big
Ok Ok…I get it, scale isn’t
an issue
Countries Served : 63
Requests per Second: 65,000
Network usage: 20Gbps / 4PB (month)
Daily Impressions Served: 4.5 Billion
Daily log recors : 6 Billion / 500GB
Active Unique Users: 750 Million +
Advertisers: 9000 +
Up time: 99.99%
© 2010 MediaMind Technologies Inc. | All rights reserved
Global Infrastructure
BeijingNew York
AmsterdamNew Jersey
TokyoLos Angeles
Singapore
Media content servers owned by our CDN (AKAMAI) in more than 70 different countriesAd serving data centers in 7 locations (NJ, LA, Amsterdam x 2, Beijing, Tokyo and Singapore)Campaign Management and backend databases data centers in 2 locations (NJ, NY)
© 2011 MediaMind | A Division of DG | All rights reserved
Orit Alul | R&D Group Manager
December 2011
Real Time User DB
© 2011 MediaMind | A division of DG | All rights reserved
▸ What are our business requirements?
▸ What are our technical requirements?
▸ What are our assumptions?
▸ What is our solution?
▸ Q&A
Agenda
© 2011 MediaMind | A division of DG | All rights reserved
What are our business requirements?
▸ Unlimited user data storageAvoid http cookie limitations (such as: size, encoding, scale out)
▸ Real time bidder compatibilityProcess requests in less than 5ms
▸ Leverage our offline user data processing
▸ 3rd party data provides interoperabilityi.e. using the advertiser CRM user level information for retargeting and segmenting users
▸ Decrease the cost of traffic due to sending cookies back and forth
© 2011 MediaMind | A division of DG | All rights reserved
What are our technical requirements?
▸ Key/Value storeThe user id will be kept in the http cookie.
▸ Low latency of reads/writesOur web servers process requests in about 2-3ms.
▸ Get/Set relation of 1:1
▸ Horizontal scaleIn terms of size and performance.
▸ High Availability
Persistency and fully redundancy in both the DC level and across multiple DCs.
© 2011 MediaMind | A division of DG | All rights reserved
What are our assumptions?
1. We can afford a model of eventual consistency.
2. We can keep only the active users in memory.
Disk larger than memory attitude.
3. We can assume users' stickiness in the continent level.
© 2011 MediaMind | A division of DG | All rights reserved
What is our solution? – Architecture class Deployment Diagram
DC 1
.........
«web server»BS 1
RT Users DB 1
«web server»BS 2
«load balancer»LB 1
«load balancer»LB 2
«load balancer»LB m
«web server»BS n
RT Users DB 2
RT Users DB k
.....
....
© 2011 MediaMind | A division of DG | All rights reserved
What is our solution? - Software
1. Using Couchbase(Membase) server
2. Using C# Enyim Caching client
"Smart" client.
3. Adding performance counters stats service
To be aligned with our reporting and monitoring systems.
4. Adding DC replication (in process)
© 2011 MediaMind | A division of DG | All rights reserved
What is our solution? - Hardware
• A cluster of symmetric servers with the following setup each:6X 120 GB SSD drives2X 300 GB spinning disks96 GB RAME55 dual quad CPUOS: Windows server 2008 enterprise R2 x64
© 2011 MediaMind | A division of DG | All rights reserved
What is our solution? - Performance
▸ Average latency of ~0.4-0.7ms per operation (set/get)(Based on pilot running in one of DCs)
▸ Maximum throghput of 30K-35K operations per second per node.
(In our labs)
© 2011 MediaMind | A division of DG | All rights reserved
What is our solution? - Performance
Read/Write avg latency
© 2011 MediaMind | A division of DG | All rights reserved
What is our solution? - PerformanceRequests per sec Disk fetches per sec
CPU consumptionRead/Write avg latency
© 2011 MediaMind | A division of DG | All rights reserved
Questions?
© 2011 MediaMind | A division of DG | All rights reserved
Thank you!