evolution of spotify's ad architecture (qcon 2016 shanghai)
TRANSCRIPT
Evolution of Spotify’s Ads ArchitectureA case study on evolving complex systems
Email : [email protected] : @_kinshukmishra
Ad
Why did Spotify evolve Ads architecture?
Our new needs●
● Change in scale
● Emergence of new client platforms
● Cheap computing
● New ways to create demand
● New features to meet business objectives
Context of Spotify’s Ads scale and challenges
● 70+ million MAU free users
● 60 countries
● 10+ billion ad impressions per month
● 10 ad formats over 3 media types (audio, video, display)
● Multi-platform (mobile, desktop, TVs, web)
2013 2014 2015 2016 2017
Ad server replacementTargeting & User
ModelingDMP audience augmentation
Self-serve & Creative generation
Ad optimizationsMove to GCPAd ExchangesMulti platform client
Evolution timeline
Circa 2013
Proxy ServiceDesktop
LogDelivery HDFS
User Profile
Batch
Basic Ad Server
CampaignManagement
Billing/Reporting
Ad server design flaws Proxy Service
Desktop Routerhash(userid)
Ad server ring with partitions
Ad server instance
During the ad server transition
Proxy ServiceDesktop
LogDelivery HDFS
User Profile
Batch
Smart Ad Server
CampaignManagement
Billing/Reporting
Ad Server Proxy
(routing) Basic Ad Server
Gradual transition from basic to smart ad serving
After the ad server transition
Proxy ServiceDesktop
LogDelivery HDFS
User Profile
Batch
CampaignManagement
Billing/Reporting
Smart Ad Server
Division of responsibilities
Desktop iOS
Android
Ads SDK
Desktop
Web
Rendering Ad trigger decisioning
Ads Ranking
Ads Caching
Ad batching & fetch communication
Ad decisioning
Ad fetch orchestration
Client context
Ad Trigger & Render
Before After
Multi platform client design
iOS
Proxy Service
Android
Ads SDK
Desktop
Web
LogDelivery HDFS
User Profile
Batch
CampaignManagement
Billing/Reporting
Smart Ad Server
Targeting & User Modeling
iOS
Android
Ads SDK
Desktop
Web
Proxy Service
LogDelivery HDFS
User Profile
Targeting Service
Stream Batch
Smart Ad Server
CampaignManagement
Billing/Reporting
Ad Exchange Integration
iOS
Android
Ads SDK
Desktop
Web
Proxy Service
LogDelivery HDFS
User Profile
Targeting Service
Stream Batch
CampaignManagement
Billing/Reporting
Ad Server
Decision Delivery
Ad Server
Ad Exchanges
DMP audience augmentation
Modeling
DMPiOS
Android
Ads SDK
Desktop
Web
Proxy Service
LogDelivery HDFS
User Profile
Targeting Service
Stream Batch
CampaignManagement
Billing/Reporting
Ad Server
Decision Delivery
Ad Server
Ad Exchanges
Move to Google Cloud Platform
Modeling
DMPiOS
Android
Ads SDK
Desktop
Web
Proxy Service
LogDelivery GCS
User Profile
Targeting Service
Stream Batch
CampaignManagement
Billing/Reporting
Ad Server
Decision Delivery
Ad Server
Ad Exchanges
Self-serve and Creative generation
iOS
Proxy Service
Android
Ads SDK
Desktop
Web
Chromecast/Playstation/
FireTV
Ad Aggregation
Service
LogDelivery GCS
User Profile
Targeting Service
DMP
Stream Batch
Ad Server
Decision Delivery Ad Exchanges
CampaignManagement
Modeling Self-Serve Service
Creative Generation Payments
Billing/Reporting
Client got even thinner
iOS
Proxy Service
Android
Ads SDK
Desktop
Web
Chromecast/Playstation/
FireTV
Ad Aggregation
Service
LogDelivery GCS
User Profile
Targeting Service
DMP
Stream Batch
Ad Server
Decision Delivery Ad Exchanges
CampaignManagement
ModelingSelf-Serve Service
Creative Generation Payments
Billing/Reporting
Ad Optimizations
iOS
Proxy Service
Android
Ads SDK
Desktop
Web
Chromecast/Playstation/
FireTV
Ad Aggregation
Service
LogDelivery GCS
User Profile
Targeting Service
DMP
Stream Batch
Ad Server
Decision Delivery Ad Exchanges
CampaignManagement
Optimization
ModelingSelf-Serve Service
Creative Generation Payments
Billing/Reporting
Connecting all the dots ...
Then
Proxy ServiceDesktop
LogDelivery HDFS
User Profile
Batch
Ad Server
Decision Delivery
CampaignManagement
Billing/Reporting
Now
iOS
Proxy Service
Android
Ads SDK
Desktop
Web
Chromecast/Playstation/
FireTV
Ad Aggregation
Service
LogDelivery GCS
User Profile
Targeting Service
DMP
Stream Batch
Ad Server
Decision Delivery Ad Exchanges
CampaignManagement
Optimization
ModelingSelf-Serve Service
Creative Generation Payments
Billing/Reporting
War stories and lessons learnt
Design your systems to be master of one thing
Remember division of responsibilities?
Desktop iOS
Android
Ads SDK
Desktop
Web
Rendering Ad trigger decisioning
Ads Ranking
Ads Caching
Ad batching & fetch communication
Ad decisioning
Ad fetch orchestration
Client context
Ad Trigger & Render
BAD GOOD
Appends are easier than updates
Remember that time?
iOS
Android
Ads SDK
Desktop
Web
Proxy Service
LogDelivery HDFS
User Profile
Targeting Service
Stream Batch
Smart Ad Server
CampaignManagement
Billing/Reporting
The 100:10:1 rule
Agile is your friend
Test with minimal blast radius
Things will always go wrong!
