Delivering Intelligence to Publishers Through Big Data

Transcription

1 Delivering Intelligence to Publishers Through Big Data Jonathan Sharley Team Lead, Data Operations

2 Who is Sovrn? Ø An advertising network with direct relationships to 20,000+ publisher websites Ø Advocate for medium to long tail publishers Ø A real- time bidding (RTB) exchange for programmatic ad buying

3 Case Study: BI for Publishers Sovrn works with online publishers of all shapes and sizes to help them better understand and engage their audiences and grow their businesses with effective site monetization.

4 Case Study: BI for Publishers 1. Basic quantitative metrics Requests, Impressions, Revenue, Unique counts sliced by Time, Zone, Site, Category, Geo 2. Ratios CPM, Fill 3. Comparative Metrics Category averages Viewer segmentation Trending up or down?

5 The Tech 1. Storm Near real- time aggregation 2. Hadoop Raw data, source of record 3. Cassandra Serving layer

6 The Tech

7 Storm

8 Storm: Implementation Data continuously processed in micro- batches; updates submitted to Cassandra. Measures are summed along various dimensions. Column families organized as materialized views to minimize computation on retrieval.

9 Storm: Implementation Data ingested using Storm Trident abstraction, supporting exactly- once delivery. Dynamic batch size depends on volume, backlog of streamed data. We look at spout consumer offsets in Zookeeper to know how far we are behind.

10 Storm: Implementation Throttling: Logs are collected for 10 seconds up to a maximum data size for each topic partition, to force a certain amount of reduction. Otherwise Storm may make many smaller updates and saturate Cassandra. A reduce on 100,000 vs 10,000 records produces only 20% more keys in the Cassandra update.

11 Storm: Implementation Problem A Storm batch may necessitate more than one batch update to Cassandra. Trident will rerun failed batches, but how do we ensure exactly- once semantics across multiple writes to Cassandra?

12 Storm: Implementation Batches are sorted and split into 2000 key sub- batches for optimized writes to Cassandra. Each sub- batch = 1 Cassandra update. Batch processing logic is deterministic: we can reprocess a batch and produce the exact same sub- batches.

13 Storm: Implementation We use the transactional spout for Trident In the case of a failure, the batch will have exactly the same messages. Storm processing would have gaps if the exact same messages weren t available. This method relies on Kadka s ability to reliably replay messages.

14 Storm: Implementation Trident transactions are aided by a key store > Before each sub- batch is written we check for a key of <Trident txid> + <sub-batch id>. If we dind the key, we skip our Cassandra sub- batch update. > After the Cassandra update, we mark the sub- batch done. These steps are accomplished through the begincommit() and commit() methods of the State interface.

15 Storm: BI Outputs Basic measures such as requests, impressions, revenue are summed along dimensions of time, site, zone, domestic/intl. A publisher s ad trafdic is counted and available in their dashboard within about 15 seconds.

16 mydomain.com

17 Hadoop

18 Hadoop: Implementation Raw log data from Kadka ingested through Camus into Avro schema- driven format Runs as a map/reduce job where mappers provide ingestion concurrency - - map per Kadka topic partition We modidied Camus to create metadata for Hive, available via HCatalog for Pig, etc.

19 Hadoop: Implementation Ka-a topic par44ons P1 P2 P3 P4 Hadoop mappers Camus M1 M2 M3 M4 Create partitions Hive Metastore Accessible in Hive & HCatalog Avro HDFS files dt= dt=

20 Hadoop: Implementation Avro formatted data is normalized and written into ORC format. ORC benedits: Columnar with compression => Less I/O pressure, more retention Projection => Fetch just the column(s) you need ( We have about 100 columns of data on our ad activity) Predicate pushdown => Indexed row groups allow skipping of row sets not meeting select criteria.

21 Hadoop: Implementation Ad activity combined with user- supplied and 3 rd party data points to segment publisher trafdic sources Metric data pushed to Cassandra via Pig jobs, leveraging the Datastax client driver. Parallelism controlled as a crude method of rate limiting.

22 Hadoop: BI Outputs Segmented site audience info > Who visits and how often? > What other sites do they browse? > How much is each audience worth to advertisers? Produce counts and averages by site category Identify unique site viewers and assess their activity amongst sites in our network

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24 Hadoop: BI Outputs Which brands are buying site inventory? Which ad tags are serving? Has any ad trafdic been denied?

25 Hadoop: Other Benefits Source of record: raw data supports analysts and drives algorithms that help better monetize unique viewers. Validate counts done through Storm. Backdill new metrics for publishers or repair BI metrics computed through Storm.

26 Cassandra

27 Cassandra: Implementation Measures are Cassandra counters: requests, impressions, revenue, etc. Counters are integer- only, so we shift the decimal point to handle decimal values such as revenue. Each metric written by Storm is stored at the minute, hour, day, and month levels.

28 Cassandra: Implementation As counters have no TTL, we must explicitly delete counters for retention purposes. We remove some minute- level metrics in detailed views after a week.

29 Cassandra: Implementation On Query: Time ranges are summed across multiple keys via the Sovrn API. We limit the number of key fetches using the largest possible time blocks within the date range. Fill rate and CPM are calculated on the dly. Revenue counter decimal point is shifted back to produce decimal value.

30 mydomain.com

31 Case Study: Lessons Validate metrics between batch & streaming paths. Monitoring is critical to catch discrepancies quickly. Build in a catch- up mechanism to recover from outages or processing incidents. Limit the number of Cassandra fetches when charting metrics to keep latency reasonable.

32 Thank You I m happy to take questions. me at: jsharley@sovrn.com