John Linden, CTO, OpenX talks at AWS Start-Up Event - Los Angeles about their use of AWS to power their ad server infrastructure

1. Confidential & Proprietary - Not to be shared without written permission of OpenX Technologies, Inc.

2. INTRODUCTION TO OPENX
 OpenX is the world’s most widely adopted ad serving platform
– 300+ billion ad impressions now run through our software monthly
– Powers more than 150,000 websites across the internet
– Actively used by 39,000+ publishers, >25% growth per year
– Deployed in 100+ countries and translated into 25 languages
 Core ad server is based on open-source software
– Licensed under GPLv2
– Strong developer community to help drive fast iteration and innovation
 OpenX Ad Server is used by many leading companies on the web
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3. IMMENSE # OF WEB PUBLISHERS BUILD BUSINESSES ON OPENX

4. OPENX BUSINESS MODEL
Free
Downloadable Open-source feature rich Open transparent auction-based
Ad Server ad server that is scalable trading platform
and highly extensible
Fully integrated into OpenX Ad Server
Hosted Free hosted ad serving on
Ad Server OpenX’s infrastructure Real-time Selling of your ad inventory by
using a “floor” or minimum price to sell
Premium Hosted Enterprise ad serving on Buyers can bid via UI, API, or even
Ad Server global infrastructure with real-time bidding from their own servers
SLA and additional features
(forecasting, advanced Buyers and sellers can provide unlimited
reports, etc.) data into the Market to enrich selling
opportunities
Professional Custom plugin development,
Services& installation, consulting and
Consulting system support
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5. OPENX HOSTED GROWTH – MASSIVE RAPID GROWTH
16,000 12,000
14,000
10,000
12,000
8,000
Ad Impressions (billions)
# of Hosted Accounts
10,000
8,000 6,000
6,000
4,000
4,000
2,000
2,000
0 -
Jan 09 Feb 09 Mar 09 Apr 09 May 09 June 09 (Trend)
Active Impressions

6. AWS PROVIDES A HARDWARE FRAMEWORK FOR OPENX
 Software frameworks have fueled more rapid development for years
 Developing for the cloud is similar to a software framework for
hardware
– Minimizes need to invest in purchasing and racking servers, dealing with
virtualization, collocation agreements, UPS, etc.
 Keeps development focused on more systems innovation
– Auto-provisioning of all aspects of our system: Delivery servers, Load
Balancers, Database Servers, Memcache Servers, Hadoop Nodes
– Systems Integration / Deployment: MCP, Slack
– More scalable technologies: Hadoop, LWES (Lightweight Event
System), ODFI (Open Data Feed Interface), XTable (Distributed Hash
Table)
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7. OPENX HOSTED INFRASTRUCTURE
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8. OPENX HOSTED INFRASTRUCTURE – POST AWS MIGRATION
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9. USE OF SLACK / OPENX MCP TO AUTOMATE DEPLOYMENT
 Instance is created by the MCP using
the Amazon API
 The AMI is specified by the MCP and
selected from those created by the
AMI build system called the AMI
Cooker
 The machine is identified by
bootstrapping the instance with "User
Data”
 The AMI uses the bootstrapped data
to identify itself and pull configured
roles from the SlackMaster
 The Slack roles configure all the
machine for its particular function
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10. LESSONS WE HAVE LEARNED
 Expect failures
– Embrace them by architecting high availability and redundancy into your infrastructure
 Fully automate your deployments
– Only way to scale up and down on demand
– Push or pull changes from a central location
– Novel idea: never log in to a production server
 Design your infrastructure so that it scales horizontally
– You are limited by the server specs offered by Amazon
– Multiple Web/app servers behind LB
– Multiple LBs (DNS round-robin, Akamai Global DNS)
– Multiple DB servers (Replication, Sharding writes)
– Extensive caching (Memcache, DHT)
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11. LESSONS WE HAVE LEARNED - II
 Establish clear measurable goals
– Latency/response time
– Dashboard
 Be prepared to quickly identify and eliminate bottlenecks
– Monitoring, monitoring, monitoring
 Have automated tests in place
 Be prepared to play whack-a-mole
– Nothing compares to finally deploying in production no matter how hard you plan
 More info: http://agiletesting.blogspot.com
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12. CONCLUSION
 AWS brings an incredibly cost-effective online platform to any business
 Think of AWS / Cloud Computing in terms of a Hardware Framework, not just
a web host for Facebook / Web 2.0 apps
 Embracing AWS allows for your development team to innovate more
important tasks
 Development teams needs to think a little differently when using the cloud
but can be delivering great solutions very quickly
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13. SHAMELESS RECRUITING PLUG
 We are recruiting for senior and mid-level system engineers at
OpenX.
 If you love Python, new technologies, and working heavily with AWS,
please contact us!!
Thanks!
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