AWS for Digital Advertising

1. AWS for digital
advertising
Ryan Shuttleworth – Technical Evangelist
@ryanAWS

2. background

3. Consumer Seller IT Infrastructure
Business Business Business
Tens of millions of Sell on Amazon Cloud computing
active customer websites infrastructure for
accounts hosting web-scale
Use Amazon solutions
technology for your
own retail website
Eight countries: Hundreds of
US, UK, Germany, Leverage Amazon’s thousands of
Japan, France, massive fulfillment registered
Canada, China, Italy center network customers in over
190 countries

4. About Amazon
How did Amazon…
Web Services
Deep experience in
building and
?
operating global web
scale systems
…get into cloud computing?

5. Over 10 years in the making
Enablement of sellers on Amazon
Internal need for scalable deployment environment
Early forays proved developers were hungry for more

6. AWS Mission
Enable businesses and
developers to use web
services* to build scalable,
sophisticated applications.
*What people now call “the cloud”

8. Each day AWS adds the equivalent
server capacity to power Amazon
when it was a global, $2.76B
enterprise
(circa 2000)

9. Utility computing

10. Utility computing
On demand Pay as you go
Uniform Available

11. Utility computing
On demand Pay as you go
Uniform Available

12. Utility computing

13. Utility computing
On demand Pay as you go
Compute
Scaling
Security
CDN Backup
DNS Database
Storage Load Balancing
Workflow Monitoring
Networking
Uniform Messaging Available

14. On a global footprint
Region
US-WEST (N. California) EU-WEST (Ireland)
GOV CLOUD ASIA PAC
(Tokyo)
US-EAST (Virginia)
US-WEST (Oregon)
ASIA PAC
(Singapore)
SOUTH AMERICA (Sao
Paulo)

15. On a global footprint
Availability Zone

16. On a global footprint
Edge Locations
London(2)
Seattle South Bend New York (2) Amsterdam
Newark Stockholm
Dublin
Palo Alto
Tokyo
San Jose
Frankfurt(2)
Paris(2)
Ashburn(2) Milan
Osaka
Los Angeles (2) Jacksonville
Dallas(2) Hong Kong
St.Louis
Miami Singapore(2)
Sydney
Sao Paulo

17. At the end of a web service
ec2-run-instances ami-b232d0db ec2-run-instances ami-b232d0db
--instance-count 3 --instance-count 5
--availability-zone eu-west-1a --availability-zone eu-west-1c
--instance-type m1.small --instance-type m1.medium

18. At the end of a web service
ec2-run-instances ami-b232d0db
--instance-count 2
--availability-zone eu-east-1d
--instance-type m1.xlarge
ec2-run-instances ami-b232d0db
--instance-count 2
--availability-zone us-east-1b
--instance-type m1.xlarge

19. The Toolbox

20. Reference Model
Deployment & Administration
App Services
Compute Storage Database
Networking
AWS Global Infrastructure

21. Global infrastructure
Deployment & Administration
App Services
Compute Storage Database Regions
An independent collection of AWS resources in a
Networking defined geography
A solid foundation for meeting location-dependent
AWS Global Infrastructure privacy and compliance requirements

22. Global infrastructure
Deployment & Administration
App Services
Compute Storage Database Availability Zones
Designed as independent failure zones
Networking Physically separated within a typical metropolitan
region
AWS Global Infrastructure

23. Global infrastructure
Deployment & Administration
App Services
Compute Storage Database Edge Locations
To deliver content to end users with lower latency
Networking A global network of edge locations
Supports global DNS infrastructure (Route53) and
AWS Global Infrastructure Cloud Front CDN

24. Networking
Direct Connect
Dedicated connection to AWS
VPN Connection
Secure internet connection to AWS
Deployment & Administration
Virtual Private Cloud
App Services Private, isolated section of the AWS Cloud
Compute Storage Database
Route 53
Networking Highly available and scalable Domain Name
System
AWS Global Infrastructure

25. Networking
“We were able to reduce our DNS
costs by ninety-three percent,
which in tandem allowed us to
shorten our time-to-live (TTLs) for
easier, timelier management of
DNS records.”
Deployment & Administration
Nathan Butler
App Services The Newsweek/Daily Beast Company
Compute Storage Database
Networking
AWS Global Infrastructure

26. Compute
Vertical Elastic Compute Cloud (EC2)
Scaling
Basic unit of compute capacity
From $0.02/hr
Range of CPU, memory & local disk options
13 Instance types available, from micro to cluster
compute
Feature Details
Flexible Run windows or linux distributions
Deployment & Administration
Scalable Wide range of instance types from micro to cluster
compute
App Services Machine Images Configurations can be saved as machine images
(AMIs) from which new instances can be created
Full control Full root or administrator rights
Compute Storage Database
Secure Full firewall control via Security Groups
Monitoring Publishes metrics to Cloud Watch
Networking
Inexpensive On-demand, Reserved and Spot instance types
AWS Global Infrastructure VM Import/Export Import and export VM images to transfer
configurations in and out of EC2

27. Compute
Vertical
GNM measures the savings from using
Scaling
AWS in terms of reduced lead times.
From $0.02/hr
“It takes … less than 10 minutes to set up
a new instance in Amazon EC2 and
perhaps another 20 minutes to connect to
the infrastructure and build the server
type, for a total lead time of half an hour.
Deployment & Administration This compares to a possible three weeks
for hardware to be delivered and installed
App Services plus additional time for budget approval.”
Mike Bracken
Compute Storage Database
GNM’s Director of Technology Development,
Networking
AWS Global Infrastructure

28. Compute
Trigger auto-
scaling policy
as-create-auto-scaling-group MyGroup
--launch-configuration MyConfig
--availability-zones eu-west-1a
--min-size 4
--max-size 200
Deployment & Administration
Auto-scaling
Automatic re-sizing of compute clusters based upon
App Services
demand
Compute Storage Database Feature Details
Control Define minimum and maximum instance pool sizes
and when scaling and cool down occurs
Networking Integrated to Use metrics gathered by CloudWatch to drive scaling
CloudWatch
Instance types Run auto scaling for on-demand instances and spot.
Compatible with VPC
AWS Global Infrastructure

29. Compute
Elastic Load Balancing
Create highly scalable applications
Distribute load across EC2 instances in multiple
availability zones
Deployment & Administration
Feature Details
Auto-scaling Automatically scales to handle request colume
App Services
Available Load balance across instances in multiple availability
zones
Compute Storage Database Health checks Automatically checks health of instances and takes
them in or out of service
Session stickiness Route requests to the same instance
Networking
Secure sockets layer Supports SSL offload from web and application
servers with flexible cipher support
Monitoring Publishes metrics to Cloud Watch
AWS Global Infrastructure

30. Storage
S3 - Durable storage, any
object
99.999999999% durability of objects
Unlimited storage of objects of any type
Feature Details
Up to 5TB size per object
Flexible object store Buckets act like drives, folder structures within
Access control Granular control over object permissions
Deployment & Administration Server-side encryption 256bit AES encryption of objects
Multi-part uploads Improved throughput & control
App Services
Object versioning Archive old objects and version new ones
Object expiry Automatically remove old objects
Compute Storage Database
Access logging Full audit log of bucket/object actions
Networking Web content hosting Serve content as web site with built in page handling
Notifications Receive notifications on key events
AWS Global Infrastructure Import/Export Physical device import/export service

31. Database
Relational Database Service
Database-as-a-Service
No need to install or manage database instances
Scalable and fault tolerant configurations
Deployment & Administration Feature Details
Platform support Create MySQL, SQL Server and Oracle RDBMS
App Services Preconfigured Get started instantly with sensible default settings
Automated patching Keep your database platform up to date automatically
Compute Storage Database
Backups Automatic backups and point in time recovery and full
DB backups
Backups Volumes can be snapshotted for point in time restore
Networking
Failover Automated failover to slave hosts in event of a failure
AWS Global Infrastructure Replication Easily create read-replicas of your data and
seamlessly replicate data across availability zones

32. Database
Amazon Relational Database Service
(Amazon RDS) databases stores forum
threads, site content, and project
configuration data.
High availability Multi-AZ database
deployment to handle live game metadata
and user-generated content.
Deployment & Administration
Enterprise-grade fault tolerance for
App Services
protecting customer data.
By managing time-consuming database
Compute Storage Database
administration tasks, Amazon RDS allows
SEGA to focus on business critical
Networking applications.
AWS Global Infrastructure

33. Database
DynamoDB
Provisioned throughput NoSQL database
Fast, predictable performance
Fully distributed, fault tolerant architecture
Feature Details
Deployment & Administration Provisioned throughput Dial up or down provisioned read/write capacity
Predictable Average single digit millisecond latencies from SSD
performance backed infrastructure
App Services
Strong consistency Be sure you are reading the most up to date values
Fault tolerant Data replicated across availability zones
Compute Storage Database
Monitoring Integrated to Cloud Watch
Networking Secure Integrates with AWS Identity and Access
Management (IAM)
Elastic MapReduce Integrates with Elastic MapReduce for complex
analytics on large datasets
AWS Global Infrastructure

34. Database
"When IMDb launches features to our over 110MM
monthly unique users worldwide, we want to be
prepared for rapid growth (1000x scale), and for
customers to use our software in exciting and
different ways…
…To ensure we could scale quickly, we migrated
IMDb’s popular 10 star rating system to
DynamoDB. We evaluated several technologies and
Deployment & Administration
chose DynamoDB because it is a high-performance
database system that scales seamlessly and is fully
managed. This saves us a ton of development time
App Services and allows us to focus our resources on building
better products for our customers, while still feeling
Compute Storage Database confident in our ability to handle growth.”
H.B. Siegel, CTO, IMDb.
Networking
AWS Global Infrastructure

35. Application Services
Amazon SQS Processing results
Reliable, highly scalable, queue
service for storing messages as they Amazon SQS
travel between instances
Deployment & Administration
Processing
task/processing trig
App Services
Feature Details
Compute Storage Database Reliable Messages stored redundantly across multiple
availability zones
Simple Simple APIs to send and receive messages
Networking
Scalable Unlimited number of messages
Secure Authentication of queues to ensure controlled access
AWS Global Infrastructure

36. Application Services
Simple Workflow 1
Reliably coordinate processing steps
across applications Task A
2
Integrate AWS and non-AWS resources
Manage distributed state in complex
systems Task B 3
(Auto-scaling)
Deployment & Administration
Task C
App Services
Feature Details
Process state Maintain application state across complex workflows
in a reliable and available manner
Compute Storage Database
Tracking Tracks executions and log process for audit purposes
Consistency Ensures processing tasks are executed and duplicity of
Networking events does not occur
Simple Simple Decider and Task programming model for
rapid integration
AWS Global Infrastructure

37. Application Services
Document
Cloud Search Server
Elastic search engine based upon
Amazon A9 search engine
Fully managed service with
sophisticated feature set
Search
Scales automatically
Server
Deployment & Administration Results
App Services
Feature Details
Auto-scaling Automatically scales based upon request volumes and
data volumes
Compute Storage Database
High performance In memory operation means consistently low latency
for search results
Networking Sophisticated features Support for faceting, stemming, synonyms, stop
words and custom rank expressions
Low cost Elastic service, pay for what you use
AWS Global Infrastructure

38. Application Services
CloudFront 3 Served from S3
/images/*
World-wide content distribution
network
Easily distribute content to end users
with low latency, high data transfer
speeds, and no commitments. London 2 Served from EC2
*.php
Paris
Deployment & Administration
1 Single CNAME
NY
www.mysite.com
App Services
Feature Details
Compute Storage Database Fast Multiple world-wide edge locations to serve content
as close to your users as possible
Integrated with other Works seamlessly with S3 and EC2 origin servers
services
Networking
Dynamic content Supports static and dynamic content from origin
servers
Streaming Supports rtmp from S3 and includes support for live
AWS Global Infrastructure streaming from Adobe FMS and Microsoft Media
Server

39. Application Services
CloudFront …“the site attracts visitors worldwide, they use
World-wide content distribution Amazon CloudFront’s global edge network to
distribute site content, such as the map tiles,
network
CSS, and images.
Easily distribute content to end users
with low latency, high data transfer With Virgin Atlantic anticipating a great deal of
speeds, and no commitments. publicity around the website launch, AWS
allowed Vtravelled the flexibility to scale very
quickly if required.
Deployment & Administration
“We did look at a number of more traditional
App Services hosting solutions, but very quickly came to the
conclusion that AWS would meet our needs
Compute Storage Database
much better and at a lower cost,”
Dave Tharp, head of development
Networking Vtravelled project
AWS Global Infrastructure

40. Deployment & Admin
Elastic Beanstalk
One-click deployment from Eclipse, Visual Studio and
Git
Rapid deployment of applications
All AWS resources automatically created
Deployment & Administration
Feature Details
Platform support Containers for Java, .net and PHP
App Services
Resource creation Creates load balancer, instances, autoscaling and
monitoring automatically
Compute Storage Database Monitoring & Logs Integrated with Cloud Watch and consolidates server
logs
Versioning Manage versions of applications and easily rollback
deployments
Networking
Notifications Receive alerts on key events
Full resource access Access all underlying AWS resources as necessary
AWS Global Infrastructure

41. Deployment & Admin
Cloud Formation
Automate creation of ‘stacks’ in a repeatable way
Scripting framework for AWS resource creation
Deployment & Administration
Feature Details
Platform support Support for AWS resources from EC2 to IAM
App Services
Resource creation Creates AWS resources behind the scenes and reports
on progress
Compute Storage Database Declarative Specify stacks in JSON format and source control your
environments
Customizable Drive stack creation with paramaters
Networking
AWS Global Infrastructure

42. Deployment & Admin
Identity & Access Management
Granular control of user rights with AWS
Automated granting of EC2 service rights
Software Developer Kits
Comprehensive support of programming models for
Deployment & Administration using AWS services
App Services
Compute Storage Database
Networking
AWS Global Infrastructure

43. + others
Simple Email Service
Simple Notification Service
ElastiCache
Elastic MapReduce
CloudWatch
…

44. Security &
Compliance

45. Shared responsibility
Foundation Services
Amazon
Compute Storage Database Networking
Availability Zones
AWS Global Edge Locations
Infrastructure Regions

46. Shared responsibility
Customer Data
Platform, Applications, Identity & Access Management
You
Operating System, Network & Firewall Configuration
Client-side Data Encryption & Data Server-side Encryption Network Traffic Protection
Integrity Authentication (File System and/or Data) (Encryption/Integrity/Identity)
Foundation Services
Amazon
Compute Storage Database Networking
Availability Zones
AWS Global Edge Locations
Infrastructure Regions

47. Security standards
Certifications Physical Security HW, SW, Network
SOC 1 Type 2 (formerly Datacenters in Systematic change
SAS-70) nondescript facilities management
ISO 27001 Physical access strictly Phased updates
controlled deployment
PCI DSS for EC2, S3,
EBS, VPC, RDS, ELB, Must pass two-factor Safe storage
IAM authentication at least decommission
twice for floor access
FISMA Moderate Automated monitoring
Compliant Controls Physical access logged and self-audit
and audited
HIPAA & ITAR Advanced network
Compliant Architecture protection
http://aws.amazon.com/security

48. Putting it
Together

49. How do make my
application…

50. Available? Scalable?
How do make my
application…
Fault Elastic?
tolerant?

51. 1. Use multiple
availability zones

52. 2. Use RDS with replicas
and slaves

53. 3. Use auto-scaling
groups

54. 4. Use Elastic Load
Balancing

55. 5. Use Route53 to host
DNS zones

56. Available? Scalable?
Multiple availability zones
Route 53 DNS
Elastic load balancing
Auto-scaling groups
RDS slave & replicas
Fault Elastic?
tolerant?

57. Agility

58. Faster time to market
No need Higher
for CapEx availability
Cloud
Large cost savings Focus on core
competency

59. Amazon Web Services

60. Want to know
more?

61. Speak to one of
the AWS team
Have a conversation with a
customer representative or solution
architect