Tech Challenges in Adtech at Global Scale

Keep Up the Pace

Adtech evolves at breakneck speed. Our architecture and tooling must adapt continuously, ensuring our products and teams scale in lockstep with the industry.

Distributed Cloud Infrastructure

Our active-active redundant cloud architecture scales to handle huge traffic spikes while maintaining high availability. Reliability and elasticity are critical to serving our global partners.

Compute at Lightning Speed

We run millions of auctions per second. Determining winners requires evaluating hundreds of rules per campaign and context — all with near-zero latency.

Real-Time Predictions

Machine Learning drives much of our innovation: from predicting user behavior, detecting fraud, optimizing pacing, to infrastructure resource allocation. These 1B predictions per second must be computed in just a few milliseconds.

Deal with Massive Data Streams

We collect, process, and analyze billions of events every day. Our data pipelines must be highly efficient to fuel analytics dashboards and provide clean, fresh input to our prediction models.

Run Everywhere

The web is an untamed, ever-changing beast. Our ad formats must respect users and run flawlessly across thousands of contexts: devices, operating systems, browsers, apps, and websites — all with different constraints.