Achieving High Load in Advertising Technology at QCon London 2017

February 21, 2017
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Adform's technology architect Peter Milne will share his insights about achieving High Load in advertising technology at QCon London 2017. Read the interview with Peter to learn more about his role and how Adform deals with the High Load.

Adform's technology architect Peter Milne will share his insights about achieving High Load in advertising technology at QCon London 2017. Read the interview with Peter to learn more about his role and how Adform deals with the High Load.

 

What is your role in Adform?

I am a technology architect. My main tasks are as a evangelist and trainer on various technologies, organizer of technology workshops, help teams in choosing the right technologies and making the right design decisions taking into account the long term perspectives, work with different teams and units (e.g. DMP, DSP, Ad Serving) on technical debt reduction, create awareness around the right technologies, exploit technologies to the max, improve delivery process, solve architectural bottlenecks and reduce the amount of dependencies on multiple technologies, write guidelines and cookbooks on best practices, based on input from collectives/workgroups and work on mid/long term vision and strategy of technology and architecture.

 

Why did you choose to work for Adform?

I am at the end of my career and I wanted to find one last company where I can make a difference. Adform is emerging as a global enterprise in the highly competitive adtech market and I wanted to help the fresh young technologists become successful and avoid the technology pitfalls that I have experienced.

 

What is the High Load in advertising?

On average, Adform processes approximately 1 million bid requests per second in Europe and about 600,000 in the USA. Each bid request is an opportunity to present an Ad to a mobile or internet user, each request is also an opportunity for Adform to earn money.

 

A portion of these events lead to a user interacting with an Ad and leading to a sale (a conversion). The user’s interaction with an Ad indicates interest and behavior, the interaction is a set of events that are sent to Adform in real time. From this set of events, a user’s demographic can be determined, and this is valuable data for use in future bidding.

 

High Load in advertising is represented in speed and scale. Speed is throughput of millions of transactions per second and a latency of less than 50ms. Scale is vast amounts of behavioral and demographic data at petabyte scale

 

How does Adform deal with the High Load?

Adform uses a combination of the latest open source and commercial technologies, and some of the most brilliant IT professionals. We have the best Developers, capable and professional DevOps and award winning Data Scientists.

This is powerful force that is channeled to achieve such high load.

 

Are you curious to learn more? Don't miss Peter's speech at QCon London 2017!