re:Inventing the full potential of digital advertising

Sheryl Sage, Sr. Director, Cloud Product Management Blog, Technology

The Trade Desk at AWS re:Invent

In 1980 if someone passed a billboard, you didn’t know if the advertisement worked or not.  Jump forward 40 years, and now digital advertising can be very precise, and that is great news for most businesses.

What’s an ad worth?

The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, mobile, and video advertising campaigns.

This real-time bidding platform allows The Trade Desk to connect audiences with powerful consumer insights for businesses  to start better conversations.  Because they do not own any media they take an objective, data-driven approach so that there is room for everyone to win.

Why Choose Aerospike for Hyperscale Real-time Bidding?

At Aerospike, we began our collaboration with The Trade Desk about 10 years ago on multiple fronts, to power their real-time bidding platform.

What has made this partnership so strong is that we share a common vision for high speed e.g., process millions of queries per second (QPS), with economics that work for terabyte-to-petabytes data volumes.  For The Trade Desk, Aerospike’s

Hybrid Memory Architecture™ (HMA) delivers the performance of a cache with the persistence of a database. Technically, HMA enables use of flash storage (SSD, NVMe) in parallel on one machine to perform reads at sub-millisecond latencies at very high throughput (100K to 1M) in the presence of a heavy write load.

What this means for The Trade Desk is that data vendors are able to access 50 billion anonymous user IDs instantly, and process millions of QPS with sub-millisecond latency.

Hot Cache and Cold Store

Today’s architecture includes a hot cache (at the edge) and cold store on AWS.  The hot cache is used for read-heavy traffic supporting 1MM QPS reads and 800MS QPS writes.  The hot cache is used for current ad campaigns and is refreshed within hours of a new campaign activation.  The cold store is used to retrieve user profiles and return to the edge system. For advanced analytics, the Aerospike Spark connector is used with the AWS cold storage cluster.

AWS re:Invent, Nov. 30 – Dec. 18, 2020

If you would like to learn more about how The Trade Desk runs ultra-high throughput workloads on Aerospike, download this AWS re:Invent Advertising and Marketing Industry Guide and register for one of these three breakout sessions:

THURSDAY, DEC 10, 2020 | 12:15 PM – 12:45 PM PST

THURSDAY, DEC 10, 2020 | 8:15 PM – 8:45 PM PST

FRIDAY, DEC 11, 2020 | 4:15 AM – 4:45 AM PST

Running Ultra-high Throughput Ad Tech Workloads on Aerospike.

In this session for technology executives, architects, and engineers, dive deep into the AWS high-performance playbook for running ad tech workloads in the cloud using Aerospike, a low-latency NoSQL database platform. See how The Trade Desk implements Aerospike on AWS to support millions of queries per second at the edge for real-time bidding and peak loads of 20 million writes per second in its cold storage of user profiles. Learn best practices for configuring Aerospike on AWS for ad tech workloads, including recommendations for data engineering, architecture, and optimal Amazon EC2 instance types for performance and cost efficiency.

The Trade Desk - Matt Cochran
Matt Cochran, Director of Engineering The Trade Desk

Aerospike Partnership with AWS

To support today’s digital app requirements, companies need a data platform that offers rapid deployment, on-demand scalability and compelling performance at significantly lower costs than existing solutions.

Aerospike and AWS are working together on multiple fronts to make Aerospike available as a Cloud Managed Service on AWS with near-zero management. Aerospike’s Cloud Managed Service offers the emerging best practices of transparent VPC deployment that secures and isolates data under your control, all while delivering incredible performance and low TCO.  Aerospike’s Cloud Managed Service is now available on the AWS Marketplace as a private offer with unified billing from AWS.

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    Sheryl Sage, Sr. Director, Cloud Product Management

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    Sheryl is the Sr. Director of Cloud Product Management at Aerospike where she works on the cloud platform, leading customer-centered strategies that unlock growth. She has marketing and product management positions in startup and large global technology companies including Redis Labs, MapR, Informatica and VMware.