1. Customer Data in Real-time on AWS
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2. Five years at Google taught us a few things…
• Big data & advertising requires big infrastructure
• E-commerce co’s need help with their data
• Used in real-time, data can drive serious revenue
So in 2009, we founded TellApart
(Backed by Greylock & Bain Capital Ventures)
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3. The key to predicting online sales is
“customer quality”
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4. Problem: Customer data is hard to manage & use
Solution: Cloud-based data platform & applications
Transactional
Retargeting
First Party Data
BETA
Real-time &
historical data from Audience
your site TellApart Customer Unified Targeting
Data Quality Customer
Platform Score™ List BETA
— Shop-a-Like
TellApart Customer Acq.
Third Party Data Predictive
Licensed consumer Modeling
& external data More…
Collect Unify Model & Make Act
Predict Addressable
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5. First Killer App: Display Ad Retargeting
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6. We find the high quality shoppers who abandon
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7. We only get paid if a visitor clicks & buys
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8. Google’s Real-Time Bidding SLAs allow…
120 milliseconds
to accept bid request, lookup user, predict CTR &
conv. rate, calculate eCPM bid and return ad tag…
We do this in 7ms…
10,000+ times per second.
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9. They said it couldn’t be done
From: josh@tellapart.com
To: RTB Guru
Subject: RTB on Amazon?
Do you know of other RTB shops who are
using Amazon AWS to host their bidder?
From: RTB Guru
To: josh@tellapart.com
Subject: Re: RTB on Amazon?
Short answer is AWS isn't going to scale,
and this ain't the first scale point you'll hit.
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10. With AWS, our infrastructure is efficient,
elastically scalable, low latency and redundant
US-East-1 Front-end Request Serving
• Merchant data Static Content Serving
• Real-time bids
EBS
• Ad impressions • JS Code
Front-end Collector Instance
• Product images CloudFront
Instances (EC2)
(EC2)
Memcache Instances Batch Processing
CloudWatch (EC2)
AZ-1a
ELB
S3 Hadoop Nodes
(EC2, EBS)
Infrastructure replicated across
four availability zones in Cross-region
Data Replication
two regions
SQS
AZ-1b
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11. AWS’ ability to scale with the massive growth of
our business has been crucial
INCREDIBLE UNMATCHED AD RISK-FREE ROI
VOLUME PERFORMANCE & NEW REVENUE
3 Billion 7.5% $100M+
Ad Bids/Mo. Avg. User CTR New sales in 2011
Dozens of top retailers use TellApart, including:
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12. THANK YOU
P.S. WE’RE HIRING!
• Machine-learning, Systems & JavaScript/Front-end Eng
• www.TellApart.com/jobs
• josh@tellapart.com
12 TellApart Proprietary & Confidential