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4 en criteo - big-dataweek - big data and criteo - april 2015
1.
Copyright © 2014
Criteo 23 April 2015 BIG DATA & CRITEO Andreas Misera – Operations Director Fast Growing Markets@ Criteo
2.
Copyright © 2014
Criteo CRITEO – WHO ARE WE?
3.
Copyright © 2014
Criteo 9,000+ PUBLISHERS1 130+ COUNTRIES1 1bn REACHED MONTHLY3 7,000+ ADVERTISERS1 1- Criteo February 2015 90% RETENTION RATE2 | 2- Annual rate 2014 | 3- comScore MMX, Decembre 2014
4.
Copyright © 2014
Criteo Global presence AMSTERDAM STOCKHOLM MUNICH MILANO PARIS LONDON CHICAGO BOSTON NEW-YORK PALO ALTO SAO PAULO BEIJING SEOUL TOKYO SYDNEY MOSCOW SINGAPORE 24 OFFICES, 15 COUNTRIES, 1300+ EMPLOYEES
5.
Copyright © 2014
Criteo WHAT DOES CRITEO DO?
6.
Copyright © 2014
Criteo Our mission in Online Advertising TARGET THE RIGHT USER AT THE RIGHT TIME WITH THE RIGHT MESSAGE BASED ON AN ENGAGEMENT MODEL TURNING BROWSERS INTO BUYERS
7.
Copyright © 2014
Criteo Criteo re-engages recent visitors
8.
Copyright © 2014
Criteo How does it work? 1 A USER SEES PRODUCTS ON A WEBSITE…
9.
Copyright © 2014
Criteo How does it work? 2 ...THEN BROWSES THE INTERNET
10.
Copyright © 2014
Criteo How does it work? 3 CRITEO DIPLAYS A PERSONALIZED BANNER TO THE USER GO GOGO Powered by
11.
Copyright © 2014
Criteo How does it work? 4 AFTER A CLICK ON THE BANNER THE USER GOES BACK TO A PRODUCT PAGE
12.
Copyright © 2014
Criteo Bring back lapsed customers, prospect for new customers LAPSED CUSTOMERS NEW CUSTOMERS
13.
Copyright © 2014
Criteo The right product, to the right person, at the right time CLIENT PLATFORM PUBLISHER PLATFORM CLIENT PERFORMANCE MANAGEMENT REAL-TIME REPORTING ANALYTICS INVENTORY MANAGEMENT REAL-TIME REPORTING ANALYTICS DATA CPC CPM CUSTOMER REAL-TIME OFFER CHECK-OUT & PURCHASE
14.
Copyright © 2014
Criteo Big data is a journey that never ends for us…. Criteo launches the performance display on Desktop Criteo launches its solution on Social Criteo launches its solution on Mobile Web 2008 2012 2013 Criteo launches its solution on Email 20142014 Criteo launches its In-app solution
15.
Copyright © 2014
Criteo INSIDE THE MACHINE: BIG DATA
16.
Copyright © 2014
Criteo The challenge of Big Data VELOCITYVOLUME VARIETY VALUE
17.
Copyright © 2014
Criteo Deep, granular and actionable shopping intent data $430BN SALES¹ PRODUCT SKU PRICING AVAILABILITY VIEWED CLICKED CHECKOUT BOUGHT BROWSING PATTERN PROFILE CRM CONTEXT BIDS PLACEMENTS FORMATS IMPRESSIONS VIEWS CLICKS CONVERSIONS UNIQUE CLIENT DATA CRITEO PROPRIETARY DATA FEEDING FEEDING 1 WE OBSERVED OVER $430 BILLION IN SALES TRANSACTIONS ON OUR CLIENTS’ WEBSITES IN 2014, WHETHER OR NOT A CONSUMER SAW OR CLICKED ON A CRITEO ADVERTISEMENT.
18.
Copyright © 2014
Criteo Criteo’s value depends on 3 core technologies CHOSE THE RIGHT PRODUCT TO DISPLAY RECOMMENDATION ENGINE CHOSE THE RIGHT USERS / ADVERTISER / PUBLISHER TO DISPLAY PREDICTION ENGINE CREATIVE ENGINE DYNAMIC CREATIVE OPTIMIZATION Optimized on CTR + CR + Order Value
19.
Copyright © 2014
Criteo Personalized Ads MATCHES SEARCHERS’ INTENT WITH PERSONALIZED BANNERS AT THE PRODUCT LEVEL.
20.
Copyright © 2014
Criteo The Engine optimizes each banner in real time 6ms Buttons all original #represent SHOP NOW ColoursBackground Layout WARM MEETS LIGHT SWEET NOTHING ADDIDAS IS ALL IN ALL ORIGINALS #REPRESENT Slogans JOIN NOW SEE MORE CLICK HERE Call to actions Opt-out link JOIN NOW SEE MORE CLICK HERE SHOP NOW SHOP NOW JOIN NOW JOIN NOW
21.
Copyright © 2014
Criteo More and more variables for better prediction performance CTR-CR Display Button Category Color Layout Repetition Ratings User’s Activity Publishers Behaviour Engagement Language 6VARIABLES AND MORE … 15VARIABLES 100+ VARIABLES Viewed products Destination
22.
Copyright © 2014
Criteo Huge volumes of data are needed to compete ANSWER: 400 HOW MANY TIMES SHOULD YOU FLIP A COIN TO CONFIRM IT’S FAIR? ANSWER: 80,000 HOW MANY DISPLAYS DO YOU NEED TO MEASURE A 0.5% CTR? ANSWER: 320 BILLION DISPLAYS HOW MANY DISPLAYS DO YOU NEED TO MEASURE A 0.5% CTR FOR EACH OF OUR ADVERTISERS, ON EACH PUBLISHER? FOR MACHINE LEARNING, SCALE MATTERS
23.
Copyright © 2014
Criteo High performance computing Transfer, combine, index, request 20 tb additional every day
24.
Copyright © 2014
Criteo And a need for global physical infrastructure 1 HTTP request = 1 line of log 7 DATA CENTERS MORE THAN 10000 SERVERS 10K AVAILABILITY >99.95% PEAK TRAFFIC (PER SECOND) 800K HTTP REQUESTS BUILT, SET UP AND OPERATED INTERNALLY
25.
Copyright © 2014
Criteo Big Data @ Criteo 430 BILLION $1 SNAPCHAT 1 700 PHOTOS SHARED / SEC GOOGLE 33K SEARCHES / SEC. SKYPE 23 000 MINUTES OF CONVERSATION / SEC 450K PEAK RTB / SEC 29 000 BANNERS / SEC TWITTER 46K TWEETS / SEC FACEBOOK 41K POSTS / SEC. 800K REQUESTS HTTP / SEC 203K PRODUCT IMAGES / SEC 7000+ CLIENTS 12 BILLION $2 € 90% RETENTION RATE4 9000+ PUBLISHERS EVERY SECOND 1: Criteo observed over $430 billion in sales transactions on our clients’ websites in 2014. 2: Turnover generated by Criteo to its clients in 12 months 3: Post-click mobile sales for customers on an annual run-rate 4: Annual Rate 1 BILLION $3
26.
Copyright © 2014
Criteo ENGINE ALGORITHM PREDICTION & RECOMMENDATIONS AUTOMATIC BUYING NEW PRODUCTS CO-MARKETING / CRITEO KEYWORDS / UPPER FUNNEL AND MORE TO COME… ADVERTISERS & PUBLISHERS ALGORITHM TRANSPOSITION / BANNERS ADVERTISERS & PUBLISHERS PLATFORMS INFRASTRUCTURE & SCALABILITY 24/7 SERVICE / HADOOP TECHNOLOGY / HPC… 7 DATACENTERS SALES & BIZ DEV ACCOUNT STRATEGISTS / SALES MEDIA BUYERS BUSINESS INTELLIGENCE ADVERTISER ANALYSIS AND OPTIMIZATION REPORTING TOOLS AND METRICS INTEGRATION & SUPPORT PROJECT MANAGEMENT AND COORDINATE MAJOR CLIENT INTEGRATIONS CRITEO BACKSTAGE: A TECH COMPANY
27.
Copyright © 2014
Criteo Thank you!
Notes de l'éditeur
Question combien on plus de x devices ?
Détaillé la partie algo reco (complémentaire etc…)
http://www.shutterstock.com/pic-140176105/stock-photo-white-server-room-network-communications-server-cluster-in-a-server-room-cg-image.html?src=pp-same_artist-95662675-WfnFWcCBEzL7uNO_Iu4qPg-3
Si utilisateur dans bucket, pris par bucket = moins infra mais moins perf.
La complexité = calcul dynamique à chaque requête.
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