Extreme Reach: The AdBridge Platform on AWS Handles 80%+ of all Commercials in the US

Extreme Reach: The AdBridge Platform on AWS Handles 80%+ of all Commercials in the US

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00:01
[Music] welcome to this is my architecture my name is Andrea and I'm here with Mark from Extreme Rage hi mark welcome to the show thank you tell us about Extreme Rage what do you guys do well extreme Reach is the bridge between the content originators and the media outlets wonderful and content is advertisements advertisement so today we're going to talk about the ad bridge platform and can you talk us high level what is AD bridge platform well ad
00:34
bridge is a bridge between these content originators in these media outlets you have to have a system in an ecosystem in a system that supports the ecosystem that's in the middle that gets this content from point A to point B there's a lot of in between steps along the way I see so the bridge between the generators and of this okay so walk us through kind of a life cycle of you know a content originator generates or has a task to complete what happens you're
01:04
gonna have an advertiser or a brand that's here and they are the ones that are going to be bringing the content publishing house and other things but you'll you'll have they'll be bringing content into our system and they the way they'll do that is a variety of methods including direct upload through the UI so and through an API interface or through a job agent so I may be able to just throw those here you know this sort of Java okay
01:35
API UI upload right and they're gonna be connecting you know first they're gonna be hitting the ELB right which is monitored by a laughs a Web Application Firewall making sure that we're blocking any promiscuous traffic and then we're gonna go to the app tier right we're gonna send them to the app tier over here and and then through the app tier is where that's the primary user interface it's where our API lives and the interface for the Java upload or download things like that so they're all
02:07
checking into the app tier but then eventually they're going to be uploading into s3 and generally that's going to be a direct hello it's either gonna be from this java application okay which we call a media uploader and or direct input via the UI to s3 I think so and then we this is our add cloud so we we store everything in so you said the app server this I assumed this is the web server fronting with the UI for the users to use and so in this context we're talking
02:38
about massive scale I can so can you give us an idea of you know in terms of uploads to s3 and interaction with UI what are we talking about here in terms of scale well definitely we handle a large volume of advertisements in the United States we approximately 80% of that ad traffic that's going from point A to point B so it's a huge volume just of the initial ad but then we have to make all these different versions of the ad okay that can be broadcast ready in all sorts of different media outlets and
03:09
and we do that using transcoding servers okay so we have a fleet of this is your app servers actual after the web tier yes so after the web tier these are back-end so now I'm gonna describe some back-end thing okay and then we also have what we call our batch servers and these run all sorts of various work applications to move work around the system there's a variety of custom-made applications that we have here transcoding is using conventional transcoding software popular transcoding software but it's very customized to
03:42
make sure that this asset that comes into the system is now converted into a pristine format that through the transcoders we also perform a QC work on it as well so I'll just throw that here okay as well quality control making sure that the view control okay so you have that back in application tier essentially doing all the processing now I also see CloudFront right so you have a point of entry we CloudFront we talked about s3 what is this used for right so deliveries actually are primarily through s3 so those would go
04:11
to the media outlets over here and some of those deliveries are going to be delivered via cloud front using a an s3 front-end for that right or I'm sorry an s3 source for that yep but we also have digital video advertising as well which we're not talking about today but we do all of those deliveries through cloud for digital media distribution true totally through here everything and then conventional TV ad commercials primarily
04:43
through s3 some of which is through content wonderful out front yeah so you might have different content originators than providing different content into s3 how do you prioritize what do you how do you deal with the massive scale as it progresses through the you know the web tier to the applications here great great question we were an early adopter of s3 and SQS back in 2009 when it was not cool to be on the cloud but then it became cool but we've utilized sqs for
05:11
asynchronous right okay workloads so what we do is we populate queues and then these particular applications running on the batch over the transcode the QC even some that are running on the app are checking these queues to say do you have anything for me do you have anything for me and then they all process that and what we've done with these queues is when we have hundreds of these queues we've prioritized some of those queues as if it's a time-sensitive delivery where that advertiser or content originator needs to get that out to a media outlet within an hour then
05:44
we're going to use a high priority queue to process I see well let's talk about the media outlets now content has been put on s3 you have it processed through tray you know the transcoding the batch processing queue see what happens then how do you get it to the media outlets well I'll share that we wouldn't transcode the content until we're ready for delivery so within a certain time frame we're gonna grab that master file we're gonna convert it into all the different versions that those versions are now going to go get stored into s3
06:15
and then those are going to be queued up for delivery for the media outlets and those media outlets are all either using the UI interface or they're utilizing our API or our java application we have a Java downloader that we also have that could be checking their accounts and that would be pulling down and those are all checking in here as well pulling that media down and it'll pull it down directly from s3 so once that content is queued it will come directly from s3 in in the most accessible region east or west
06:47
region wonderful this is fantastic thank you Mark for walking us to kind of this architecture where you have content originators using the UI and API is to interact with your web application tier uploading content on s3 you also have digital media content through CloudFront also making sure that it's finally secured and intrusion is is detected in time with the firewall RAF in this case and then also the whole back end with sqs for prioritizing the task in the
07:17
queue as well as you know transcoding and doing batch processing to further process and then make it accessible to the media outlets thank you so much for sharing this and I also thank viewers for watching this is my architecture [Music]

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