Revolutionizing the Datacenter

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Moving Ad Exchanges from Main Street to Wall Street

John W. Lockwood, CEO and Artem Iakovlev, MTSAlgo-Logic Systems, Inc.

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Advertising Technology (Ad Tech)…

Today’s Advertising Technology (Ad Tech) requires time to:• Parse a bid request

• Look up relevant data about a user

• Evaluate an opportunity

• Decide on the value

• Bid a price to serve an impression

Real-Time Bidding (RTB) protocol serves hundreds of billions of ads daily• On about 100 demand-side platforms (DSPs)

• Moving hundreds of Terabytes (TB) of data back and forth through ad exchanges to serve ad impressions

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Ad Tech Real-Time Bidding Ecosystem

Users visiting publisher webpages supply opportunities for ad impressions

Multiple advertisers compete for the opportunity to display an ad

The Ad Exchange auctions space for impressions

Ad Exchange

DSP

DSP

DSP

Publisher Ad Server

Publisher ContentServer

SSP

Competing AdvertisingAgencies

Motivation

Improvements are necessary to provide transparency and enable better price discovery for Ad Tech markets.• Multiple rounds of bidding are known to generate better prices than a

single round.

• Financial markets are so efficient that many rounds of bidding could be performed within the time bound of a typical Ad Tech auction.

• Equity trading provides a model for an improved Ad Tech marketplace.

By monitoring live market data feeds and computing an order book with Field Programmable Gate Array (FPGA) logic, auctions can be performed with sub-microsecond latency.• Algo-Logic’s Gateware Defined Networking® CAPI Enabled Order Book

could be applied to Real-Time Bidding for a new and improved Ad Tech exchange.

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Order Book as a part of a complete Trading System

EXCHANGECLIENT

Direct Feed:Multicast

UDP/IP

Risk Checks

ORDER BOOK

Trading Logic

Market Data Processor

API

TCP

Algo-Logic Confidential

Gateware + FPGA + Circuit Board + CPU + Software

Customer Application and Accelerator

Operating System EnablementUbuntu 14.10 (LE)libcxl function calls

Hardware to enable Coherent AccelerationFPGA

Power

PC

Core

CA

PP

PC

Ie

IBM Supplied PSL

Power Processor

• Application sets up data and calls

Accelerator Functional Unit (AFU)

• AFU reads/writes coherent data

to trading applications

AFU

OS

App

Memory (Coherent)

CAPI Order Book Overview

Algo-LogicFull Order Book

RegisterInterface

POWER Service Layer

Algo-Logic Confidential

Output of CAPI Order Book

128B Order Book L2 Snapshot

Byte Range Field

[127:120] Symbol

[119:112] Buy-Side

[111:104] Buy-Level 1

[103:96] Buy-Level 2

[95:88] Buy-Level 3

[87:80] Buy-Level 4

[79:72] Buy-Level 5

[71:64] Buy-Level 6

[63:56] Symbol

[55:48] Sell-Side

[47:40] Sell-Level 1

[39:32] Sell-Level 2

[31:24] Sell-Level 3

[23:16] Sell-Level 4

[15:8] Sell-Level 5

[7:0] Sell-Level 6

CAPI Order: Trading Dashboard

Algo-Logic Confidential

Demonstration of CAPI Order Book

UDP/IP packet with market data (tick)

on wire

PSL write request for 128B (cache line aligned) Order

Book L2 snapshot

128B Order Book L2 snapshot available in

coherent shared memory

Latency of CAPI Enabled Order Book

Thank you

Algo-Logic Systems, Inc.

Corporate Headquarters:

• 2255-D Martin Ave

• Santa Clara, CA 95050

Phone: (408) 707-3740

Web: http://Algo-Logic.com

Email: info@Algo-Logic.com

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