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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=710000001707
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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
Yahoo! manages a powerful scalable advertising exchange that includes publishers and advertisers
Yahoo! TAO Business Challenge
Advertisers want to get the best bang for their buck by reaching their targeted audiences effectively and efficiently
Yahoo! TAO Business Challenge
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
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
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
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
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!
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”