Yahoo! TAO Case Study Excerpt

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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

Tecnologia

Yahoo! TAO Case Study

Excerpt of “Tier-1 BI in the World of Big Data” presentation
at PASS 2011 Conference
by Thomas Kejser, Denny Lee, and Kenneth Lieu

Yahoo! TAO Business Challenge
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 Technical Requirements
Visitors to Yahoo! Branded sites: 680,000,000
Ad Impressions: 3,500,000,000 (per day)

Rows Loaded: 464,000,000,000 (per qtr)

Refresh Frequency: Hourly
Average Query Time: <10 seconds

Yahoo! TAO Platform Architecture
How did we load so much so quickly?

Data Aggregation & ETL Data Archive & Staging BI Server
Oracle 11G RAC SQL Server Analysis
Hadoop
Services 2008 R2

2PB
cluster
File 1
Partition 1 Partition 1

File 2
Partition 2 Partition 2

File N Partition Partition
N N
1.2TB 135GB/day
/day compressed 24TB
Cube
/qtr

Yahoo! TAO Platform Architecture
Queries at the “speed of thought”

Adhoc Query/Visualization
24TB
Tableau Desktop 6 Cube
/qtr
Avg Query Time:
6 secs
464B rows of
event level data
/qtr

BI Query Servers
SQL Server Analysis
Services 2008 R2

Optimization Application
Dimensions: 24
Custom J2EE App
•
• Attributes: 247
Avg Query Time: • Measures: 207
2 secs

Yahoo! TAO Return on Investment

For campaigns
optimized using TAO,
eCPMs (revenue)
has increased!

For campaigns
optimized using TAO,
advertisers spent
more with Yahoo! than
before

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”

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Yahoo! TAO Case Study Excerpt

1. Yahoo! TAO Case Study Excerpt of “Tier-1 BI in the World of Big Data” presentation at PASS 2011 Conference by Thomas Kejser, Denny Lee, and Kenneth Lieu

2. Yahoo! TAO Business Challenge Yahoo! manages a powerful scalable advertising exchange that includes publishers and advertisers

3. Yahoo! TAO Business Challenge Advertisers want to get the best bang for their buck by reaching their targeted audiences effectively and efficiently

4. 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

5. Yahoo! TAO Technical Requirements Visitors to Yahoo! Branded sites: 680,000,000 Ad Impressions: 3,500,000,000 (per day) Rows Loaded: 464,000,000,000 (per qtr) Refresh Frequency: Hourly Average Query Time: <10 seconds

6. Yahoo! TAO Platform Architecture How did we load so much so quickly? Data Aggregation & ETL Data Archive & Staging BI Server Oracle 11G RAC SQL Server Analysis Hadoop Services 2008 R2 2PB cluster File 1 Partition 1 Partition 1 File 2 Partition 2 Partition 2 File N Partition Partition N N 1.2TB 135GB/day /day compressed 24TB Cube /qtr

7. Yahoo! TAO Platform Architecture Queries at the “speed of thought” Adhoc Query/Visualization 24TB Tableau Desktop 6 Cube /qtr Avg Query Time: 6 secs 464B rows of event level data /qtr BI Query Servers SQL Server Analysis Services 2008 R2 Optimization Application Dimensions: 24 Custom J2EE App • • Attributes: 247 Avg Query Time: • Measures: 207 2 secs

8. Yahoo! TAO Return on Investment For campaigns optimized using TAO, eCPMs (revenue) has increased! For campaigns optimized using TAO, advertisers spent more with Yahoo! than before

9. 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”

Yahoo! TAO Case Study Excerpt

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