adtech at scale: from the classroom to the industry

© 2014 BrightRoll, Inc. All rights reserved. Confidential and Proprietary. © 2014 BrightRoll, Inc. All rights reserved. Confidential and Proprietary.

November 2014UC Berkeley

AdTech at Scalefrom the classroom to the industry

© 2014 BrightRoll, Inc. All rights reserved. Confidential and Proprietary.

• Myself

• Introduction to BrightRoll

• Evolution of mass media

• Lifecycle of an Ad

• BrightRoll Technology Platform

Agenda


• Bernardo

• Accent? Yes. I’m originally from Portugal

• Computer Science major, Cal 09’ Alum

• Favorite school project: Al Pacman – CS 188 (Prof. Dan Klein)

• Internships: Barracuda Networks, Cisco Systems, Yahoo!

• Joined Playdom (now part of Walt Disney) after graduating

• Joined BrightRoll Engineering in January 2011

• Heading the Big Data team

Myself


• Largest Video Advertising Platform

• BrightRoll builds technology that improves and automates video

advertising globally

• Reaching 53.9% of US audience, 168MM unique viewers

• 3+ Billion video ads / month

• 40+ Billion events processed / day

• Offices in San Francisco, Los Angeles, New York City, Chicago, Detroit,

Palo Alto, Canada, UK

Introduction to BrightRollScale and Volume


• Passion– We live for creativity and have passion for innovation

• Transparency– Transparency is the foundation of our business that enables us to bring clarity to a rapidly

evolving industry

• Collaboration– We believe in the power of small groups of talented individuals. We foster an open and

collaborative culture where the best ideas rise to the top

• GSD– We share an infectious desire to get stuff done. We value an agile, iterative approach to

problem solving with particular focus on quality and constant feedback. We focus on doing what we say we will do

Introduction to BrightRollOur Core Values


• Expertise centered groups (Ad Serving, Big Data, UX, Operations,

Product Management, etc.)

• Cross-functional execution

We believe in…Project based teams


• Two week sprints (market-driven backlog)

• Sprint planning, sprint retrospective, daily scrums

• Bi-weekly engineering demos to the entire company

We believe in…Being agile


• Choose the best technology for the job

• Heterogeneous platform

We believe in…Being technology agnostic

● C ● Ruby ● MySQL

● PHP ● Javascript ● Redis

● Scala ● Hadoop ● ...

● RoR ● HBase


• BrightWomen– Data Driven Women– HackBright Academy– TechWomen

• Giving Back– BGood– Mission Bit

• Knowledge Sharing– BrightBolt– CanJS– Conferences: Hadoop Summit, Puppet Conference, Grace Hopper, HBaseCon– Info sessions

• Activities – Quarterly HAX days– Beer Brewing– Intern Olympics– New Hire Mixers– Team off sites

What we do for fun!


Evolution of mass media

Dial-up Internet

Newspaper / Magazine

Radio

Television

Broadband Internet



34%

13%


BrightRoll Customers


BrightRoll CustomersWhy?

• Publishers: sites with video content

• Advertisers: brands / agencies wanting to sell their products

• Publishers want to monetize their content

– Offer free content

– Sustain their business

• Advertisers want to reach potential consumers of their products

Online Video Advertising


Lifecycle of an Ad


Lifecycle of an Ad

cm.g.doubleclick.net/pixel?google_nid=yahoormx&google_cm&google_sc


Lifecycle of an Ad


BrightRoll Technology PlatformOverview


• Multi-Geo

• Distributed

• Highly Available

• Service Oriented Architecture (SOA)

• Mix of Physical and Cloud based

BrightRoll Technology PlatformOverview


BrightRoll Technology PlatformWeb Console

• Node.js

• Redis

• CanJS

• SlickGrid

• d3.js

• CoffeeScript

• express.js

• socket.io


BrightRoll Technology PlatformAPI

• RoR

• Scala / Play Framework

• Redis

• MySQL

• MongoDB

• Node.js

• Elixir (OTP - erlang VM)

• ElasticSearch

• HAProxy


BrightRoll Technology PlatformTrafficker

• Scala (akka)

• Message passing

• Complex constraint matching

• Optimizing ad delivery

• Multi-geo data distribution


BrightRoll Technology PlatformAd Serving

• C / libevent

• Apache + PHP

• Google Protobuf

• OpenSSL encryption

• Ruby

• Rieman, Graphite, Ganglia


BrightRoll Technology PlatformAd Serving

• 100ms max response time

• Targeting:

– geo (IP address)

– Frequency cap

– Demographic

– Time / Date

– Domain Names

– etc.


BrightRoll Technology PlatformData Processing / Warehousing

• Flume NG

• HDFS

• Hadoop MR

• HBase

• Scala / Play Framework

• MySQL

• Globally replicated dataset



• 40+ Billion events / day

• 4 TB of raw data

• Billions of rows of aggregated data (daily, lifetime)

• Deduplicate at scale

• High accuracy / precision (financial data)


We•Were named one of the best mid-size companies to start your career•Are leaders in the AdTech space •Are working on solving problems that have real impact on millions of users

You•Are a sophomore, junior or Grad/PhD. Computer Science student (for internships)•Are a recent grad in Computer Science, Engineering, Math (or related field)•Have experience developing software and have a Software Engineering internship (or two) under your belt

Visit us at http://www.brightroll.com/company/careers to learn moreCheck our Engineering team blog at http://engblog.brightroll.comEmail us [email protected] us on Twitter @BrightRollEng

We are hiring!Join the BrightRoll Engineering team!

http://www.brightroll.com/company/careers

http://engblog.brightroll.com/

mailto:[email protected]

adtech at scale: from the classroom to the industry

Technology

brightroll scale

joined brightroll engineering

best technology

big data team

uk introduction

groups ad

evolution of mass media

video ads month