yahoo! tao case study excerpt
DESCRIPTION
This is an excerpt of the "Tier-1 BI in the World of Big Data" by Thomas Kejser, Denny Lee, and Kenneth Lieu specific to the Yahoo! TAO Case Study published at: http://www.microsoft.com/casestudies/Case_Study_Detail.aspx?CaseStudyID=710000001707TRANSCRIPT
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Yahoo! TAO Case Study
Excerpt of “Tier-1 BI in the World of Big Data” presentationat PASS 2011 Conference by Thomas Kejser, Denny Lee, and Kenneth Lieu
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Yahoo! manages a powerful scalable advertising exchange that includes publishers and advertisers
Yahoo! TAO Business Challenge
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Advertisers want to get the best bang for their buck by reaching their targeted audiences effectively and efficiently
Yahoo! TAO Business Challenge
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Yahoo! needs visibility into how consumers are responding to ads
along many dimensions: web sites, creatives, time of day, gender, age,
location to make the exchange work as efficiently and effectively as
possible
Yahoo! TAO Business Challenge
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Yahoo! TAO Technical Requirements
680,000,000Visitors to Yahoo! Branded sites:
Ad Impressions: 3,500,000,000(per day)
Refresh Frequency: Hourly
464,000,000,000(per qtr)Rows Loaded:
Average Query Time: <10 seconds
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Yahoo! TAO Platform ArchitectureHow did we load so much so quickly?
Data Archive & StagingOracle 11G RAC
File 1
File 2
File N
Partition 1
Partition 2
Partition N
Partition 1
Partition 2
Partition N
24TB Cube/qtr
1.2TB
/day
135GB/daycompressed
2PB cluste
r
Data Aggregation & ETLHadoop
BI ServerSQL Server Analysis
Services 2008 R2
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BI Query ServersSQL Server AnalysisServices 2008 R2
24TB Cube/qtr
Adhoc Query/VisualizationTableau Desktop 6
Optimization ApplicationCustom J2EE App
Yahoo! TAO Platform ArchitectureQueries at the “speed of thought”
464B rows of event level
data/qtr
• Dimensions: 24• Attributes: 247• Measures: 207
Avg Query Time:6 secs
Avg Query Time:2 secs
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Yahoo! TAO Return on Investment
For campaigns optimized using TAO, advertisers spent more with Yahoo! than before
For campaigns optimized using TAO, eCPMs (revenue) has increased!
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Yahoo! TAO Return on Investment
Yahoo! TAO exposed customer segment performance to campaign
managers and advertisers for the first time! No longer “flying audience
blind”