Yahoo! TAO Case Study

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

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 Business Challenge

Yahoo! TAO Technical Requirements

680,000,000Visitors to Yahoo! Branded sites:

Ad Impressions: 3,500,000,000(per day)

Refresh Frequency: Hourly

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

Average Query Time: <10 seconds

Yahoo! TAO Platform ArchitectureHow did we load so much so quickly?

Data Archive & StagingOracle 11G RAC

File 1

File 2

File N

Partition 1

Partition 2

Partition N

Partition 1

Partition 2

Partition N

24TB Cube/qtr

1.2TB

/day

135GB/daycompressed

2PB cluste

r

Data Aggregation & ETLHadoop

BI ServerSQL Server Analysis

Services 2008 R2

BI Query ServersSQL Server AnalysisServices 2008 R2

24TB Cube/qtr

Adhoc Query/VisualizationTableau Desktop 6

Optimization ApplicationCustom J2EE App

Yahoo! TAO Platform ArchitectureQueries at the “speed of thought”

464B rows of event level

data/qtr

• Dimensions: 24• Attributes: 247• Measures: 207

Avg Query Time:6 secs

Avg Query Time:2 secs

Yahoo! TAO Return on Investment

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

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

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”