Case Study | Google BigQuery

Ad Network Sharpens Targeting with Google BigQuery

At a Glance What they wanted to do • Implement a powerful data analysis tool to quickly gain insights into ad distribution • Serve customers better by targeting ads more effectively • Avoid adding machines and specialized staff What they did • Chose Google BigQuery to take advantage of Google’s vast data processing infrastructure • Analyzed large data sets using a simple, SQL-like language • Improved targeting by gaining insights into the performance of ads placed on 350,000 blogs and websites each month What they accomplished • Gained the ability to analyze billions of rows of data in five seconds • Saved $200,000 per year by avoiding the need to buy additional machines or train staff • Improved decision-making, customer service and ad spend through more detailed reporting

Organization Boo-box, which runs one of the top ad networks in Brazil, uses Google BigQuery to target its ads more effectively. Under the Boo-box model, publishers earn money by hosting ads on their websites and blogs, while advertisers reach new customers by displaying ads on websites that deliver the best results. Boo-box, which Fast Company called one of the world’s most innovative companies, uses BigQuery to hone its targeting and gain near real-time insights into the more than 3 billion ads it places on 350,000 blogs and websites each month. Challenge As the Sao Paulo-based Boo-box’s user base and ad inventory grew, the company needed to be sure that its system was targeting ads as effectively as possible. Chief Technology Officer Thyago Liberalli and his team wanted a tool that would improve the system’s intelligence by quickly processing the hundreds of millions of records it generated daily on ad impressions, clickthroughs, website views and other variables. The team tried using MySQL Triggers – code that automatically updates information throughout a database each time one change is made – to uncover relationships within the data, such as the numbers of unique users per ad, per publisher and per format (for example, banner vs. video ads). However, this approach was tedious, since the team needed to update the code each time they wanted to explore different relationships. They then tried Hadoop, but it proved unfeasible since it required continual investments in infrastructure and a specialized staff to run. The team needed a less cumbersome, highly scalable tool to gain deeper insights into the information and improve ad targeting.



“Google’s infrastructure gives us incredible data processing capabilities with little effort on our part. BigQuery lets us perform analyses on the fly and receive answers in seconds. We know that as our customer base grows, the system will scale with us.” —Thyago Liberalli, Chief Technology Officer, Boo-box

Solution Boo-box began using Google BigQuery in early 2011. The web-based service, which enables companies to analyze massive datasets using Google’s data processing infrastructure, helps Liberalli and his team

About Google BigQuery

Google BigQuery is a web service that enables companies to analyze massive datasets – up to billions of rows in seconds – using Google’s infrastructure. Scalable and easy to use, BigQuery lets developers and businesses tap into powerful data analytics on demand using a familiar SQL-like query language. For more information, visit http://cloud.google.com/products/bigquery.html “We can now provide our customers information that we couldn’t in the past. This improves their engagement with the service and has even increased their ad spend.” —Thyago Liberalli, Chief Technology Officer, Boo-box

gain the robust insights they need without having to purchase expensive machines or train staff. In addition, the service uses a familiar, SQL-like query language that was easy for the staff to learn. Liberalli and his team upload their data to Google Cloud Storage, which allows users to store and manage data on Google’s infrastructure. From there, they import the information into BigQuery. They can analyze billions of rows of data in seconds, enabling them to explore their data much more deeply than they could with MySQL Triggers or Hadoop. They can query the data to discover how many unique visitors are viewing blogs and websites, identify the most successful ad formats and gain other information. “Google’s infrastructure gives us incredible data processing capabilities with little effort on our part,” Liberalli says. “BigQuery lets us perform analyses on the fly and receive answers in seconds. We know that as our customer base grows, the service will scale with us.” Results Google BigQuery is saving Boo-box more than $200,000 per year, since the company does not need additional hardware or to train staff to run a Hadoop system. Just as important, BigQuery’s fast insights are helping Boo-box customers achieve better results from their ad spending. “We can now provide our customers information such as the number of unique visitors to their ads on different websites and blogs, which we couldn’t in the past,” Liberalli says. “This improves their engagement with the service and has even increased their ad spend.” BigQuery’s power and ease of use are also helping Boo-box staff with other important business tasks. They can use insights gained through the service to develop complex revenue forecasts, for instance. “BigQuery has helped strengthen our company in many ways,” Liberalli says. “For any company needing a powerful analytics solution, BigQuery should be the top choice.”

© 2012 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. SS2034-1211

Ad Network Sharpens Targeting with Google BigQuery Cloud ...

Organization. Boo-box, which runs one of the top ad networks in Brazil, uses Google ... service, which enables companies to analyze massive datasets using.

402KB Sizes 1 Downloads 238 Views

Recommend Documents

An Inside Look at Google BigQuery Cloud Platform
an interactive response time of 10 seconds in most cases. 223,163,387. Here ... Tracking install data for applications in the Android Market. • Crash reporting for ...

Startup Powers Online Ad Sales with Google Cloud Platform
Organization. Crystalloids Innovations helps companies use big data to improve their profitability. The Amsterdam-based startup relies on Google BigQuery,.

Capacity Scaling in Mobile Wireless Ad Hoc Network with ...
... tends to infinity. This is the best perfor- ...... The next theorem reveals a good property of uniformly ..... 005); National High tech grant of China (2009AA01Z248,.

Capacity Scaling in Mobile Wireless Ad Hoc Network with ...
less ad hoc networks with infrastructure support. Mobility and ..... different complete proof of the upper bound is also available in [3]. But our approach is simpler.

Travel Agency Masters Big Data with Google BigQuery
crunches terabytes of booking and inventory data in mere seconds and at a fraction of the cost of other big-data services. BigQuery also helps engineers.

Video Producer Makes AdWords Sizzle with Google BigQuery
The video production company Sightly uses Google BigQuery to make. Google AdWords ... The company uses software developed by Metric Insights to permit.

Remote Network Labs: An On-Demand Network Cloud ...
Aug 21, 2009 - must configure the peering routers to be in the VPN mode. Whereas in RNL, the router could be set to any configura- tion the users want. Since the users' settings could conflict with the VPN setting, we cannot use VPN as an implemen- t

An Introduction to BigQuery - GitHub
The ISB-CGC platform includes an interactive Web App, over a Petabyte of TCGA data in Google Genomics and Cloud Storage, and tutorials and code ...

Best Practices for OTT Dynamic Ad Insertion Cloud
providers can deliver adverts that are more relevant to the viewer, OTT is more impactful as an overall experience, and will ... With the streaming format wars in the rear view mirror, HAS, specifically Apple's HTTP Live Streaming. (HLS) and the ...

Targeting the Environment
The TDI investigations on renewable energy sources affect import values which are among the highest ... dumped imports; (2) anti-subsidy measures, targeting ...

New approaches to targeting RNA with ...
acid sequence that is in public databases (Figure 1). In ... candidates by the Food and Drug Administration ..... Brooks, D.; Conklin, B. S.; Cummins, L. L.; Greig,.

Targeting a Pneumocystis carinii Group I Intron with ...
Phone: (716) 275-. 3207. Fax: (716) 473-6889. E-mail: ...... an RNA/DNA hybrid, or that it is shorter than duplexes measured in previous studies, or may be due ...

Targeting Bcr-Abl by combining allosteric with ATP ...
Jan 13, 2010 - aI helix that facilitates the stabilization of an inhibited conformation. ..... details accompany the full-text HTML version of the paper at ...

Best Practices for OTT Dynamic Ad Insertion Cloud Platform
1. Abstract. 2. Fundamentals of Ad Stitching. 3. CSAI versus SSAI: Stitch ... reality for OTT services using a variety of data sources (GPS, postal code, IP tables).

Targeting inflation with a role for money
bank makes discretionary policy more inertial, leading to better social out- ...... cation for monetary policy and business cycle analysis,” Journal of Money, Credit,.

Cicada: Predictive Guarantees for Cloud Network Bandwidth
Mar 24, 2014 - In cloud-computing systems, network-bandwidth guarantees have been shown .... hose-model guarantees (their “type-0” and “type-1” services,.

Targeting Support.pdf
There was a problem previewing this document. Retrying... Download. Connect more apps... Try one of the apps below to open or edit this item. Targeting ...

inflation targeting
Inflation targeting has several advantages as a medium-term strategy for monetary policy. .... Finally, a high degree of (partial) dollarization may create a potentially serious ... Bruno and Boris Pleskovic, eds., Annual World Bank Conference on ...

Fuzzy Control of Swarm Ad-Hoc Network Based ...
Indian Institute of technology, Kharagpur – 721302, India. E-mail: [email protected]. Abstract. A swarm based fuzzy logic control of robots is proposed ...

DFP Mobile Ad Network and Rich Media API
Ad networks and rich media vendors can return any HTML ad format; ... 2. DFP Mobile requests ad from ad network. 3. Ad network returns ad to DFP Mobile. 4.

Capacity Scaling in Mobile Wireless Ad Hoc Network ...
Keywords-Ad hoc wireless networks; hybrid wireless net- work; mobility; capacity .... A smaller m represents a more severe degree of clustering and vice versa.

Route Optimization To Make The Ad-Hoc Network ...
1M.tech Student, Computer Science and Engineering , Manav Rachna ... In year 2008, Alfredo Garcia performed a work," Rational Swarm Routing Protocol ... free protocol, but it uses a new routing metric termed degree of involvement ... 1. Define N Numb