Bidtellect is the leading native advertising technology and solutions company that helps connect advertisers with content publishers. Many times, it can be difficult to place the right ads at scale across multiple technology platforms—Bidtellect helps simplify this process. As Bidtellect has grown, so has the volume of data they manage. In the space of programmatic marketing, data is key to making the right decisions to drive the proper ad placement. As a result of these challenges, they were spending more and more money on data warehouse and BI services that didn't scale. In this webinar, you will hear how Bidtellect was able to implement Cloudera Enterprise with Zoomdata for faster interactive analytics. You’ll also gain insight into the requirements they considered to modernize their data strategy, along with what they see as the next step in their big data journey.

1. 1© Cloudera, Inc. All rights reserved.
Reducing licensing costs by 70%
while optimizing real-time ad
placement
Jeremy Kayne | Chief Technology Officer | Bidtellect
Russ Cosentino | VP, Channels | Zoomdata
Mike Moreno | Sr. Partner Marketing Manager | Cloudera

2. 2© Cloudera, Inc. All rights reserved.
Survey Question #1
• For marketing insights, which technologies most interest you?
• Apache Hadoop
• BI Analytics
• Data Ingestion (real-time data streams)
• Nosql DB
• In-memory DB

3. 3© Cloudera, Inc. All rights reserved.
Speakers
Jeremy Kayne
Chief Technology Officer, Bidtellect
With over fifteen years of experience leading startup ventures, Jeremy oversees the success of Bidtellect’s technology as
CTO.
Russ Cosentino
Co-founder & VP, Channels, Zoomdata
With over fifteen years of start up experience, Russ leads Zoomdata’s Channel’s activities with ISV’s, cloud, integrators and
resellers.
Mike Moreno
Sr. Partner Marketing Manager, Cloudera
With over fifteen years experience in a variety of technology roles—sales, marketing, software engineering—Mike currently
leads Cloudera’s marketing engagement with strategic ISV partners.

4. 4© Cloudera, Inc. All rights reserved.
Data is now a strategic asset
Instrumentation
Consumerization
Experimentation
Today, everything that can be
measured will be measured.
Today, data IS the
application.
Today, becoming data-driven
is a business imperative.

5. 5© Cloudera, Inc. All rights reserved.
Analytic
Database
Web, social, and external data
continues to be collected but
out of reach for analysis. Little
is leveraged for analytics.
Increasing Data Volumes
New requirements require
analytics on streaming, rapidly
changing, and real-time data
Real-time Analysis
Field of study combining
technology and advanced
statistics to correlate data
in new ways.
Data Science

6. 6© Cloudera, Inc. All rights reserved.
Cloudera Enterprise
Making Hadoop Fast, Easy, and Secure for the Modernized Architecture
Hadoop is a new kind
of data platform.
• One place for unlimited data
• Unified data access
Cloudera makes it:
• Fast for business
• Easy to manage
• Secure without compromise

7. 7© Cloudera, Inc. All rights reserved.
To be the world’s largest paid
content distribution platform
Bidtellect Mission

8. 8© Cloudera, Inc. All rights reserved.
Advertising on the Internet is Changing Fast
From This… …To This

9. 9© Cloudera, Inc. All rights reserved.
What is Native Advertising?
Native Advertising enables an advertiser to
promote content to a user within the
context, style and function of that user’s
online experience.
The 3 most common forms of Native Advertising
(iAB Playbook) are offered by Bidtellect:
• In-Feed
• Recommendation Content Widgets
• In-Ad

10. 10© Cloudera, Inc. All rights reserved.
What we do
BIDTELLECT
nDSP
BIDTELLECT
PUBLISHER
PLATFORM
Trading
Desks &
DSPs
Agencies
Impression
Verification
3rd Party
Demand
3rd Party
Data
3rd Party
Supply
Publishers
Contextual
Providers

11. 11© Cloudera, Inc. All rights reserved.
Why is Big Data Important to Bidtellect?
• We have a lot of data. Bidtellect does 3-5bb transactions /
day with plans to support 10-15bb transactions / day in Q4.
• Our bidding models allows us to accurately price our
inventory and are the difference between profits and
losses.
• The data determines what we should buy for our
advertisers and helps us retain our clients.
• Results matter most. If advertisers get what they want,
everyone wins.

12. Native Programmatic Explained:
What Does a Transaction Look Like?
Real Time Bidding Data
Initial Load, Rolling 30
Days - 1B Transactions
Per Day
Goals - Indefinite Time
Period - Q4, 10 to 15B
Daily

13. 13© Cloudera, Inc. All rights reserved.
Why are Analytics Important to Bidtellect?
• Our analysts focus on the interactions between
ad inventory (publishers / media) and
advertisers (marketers, agencies)
• They need easy, analytic access to all the data
in our ecosystem, so they can:
•Evaluate placement inventory
•Identify both supply and demand gaps
•Track competition and shifts in the market
•Track, optimize and deliver campaigns

14. 14© Cloudera, Inc. All rights reserved.
Outsourced analytics: the good and the bad
• We focused on the ecosystem and outsourced analytics
• It worked, but…
•High costs
•Data discrepancies
•Built-in delays
•Less flexibility
•Two data warehouses !@$#&!!

15. 15© Cloudera, Inc. All rights reserved.
Key criteria:
• Avoid data replication
• Enable business user self-service
•Deliver near-real time insight
•Get those costs down!
•High-volume performance
•Find a partner, not just a vendor
Analytics Solution:
• Tableau
• PowerBI
• Zoomdata
• 3-4 others
Bringing analytics In-house

16. Analytics Pipeline Explained:
Big Data Architecture
Event data is written
to HDFS in raw form
– Sourced from
Kafka by Flume.
Spark Jobs
incrementally
Cleanse, De-Dup,
Transform and
Enrich
Join incremental
data into
corresponding
partitions on the
Target Table –
Partitioned by Date
and Time Increment
Daily Re-
Aggregation and
Compaction
Re-State
/ CompactIngest Transform Aggregate Consume
Zoomdata powered
Dashboards for End
User Analytics
www.clairvoyantsoft.co
m

17. 17© Cloudera, Inc. All rights reserved.
Analytics Decision: Zoomdata
Zoomdata
• Established working relationship with Cloudera
• Real-time access to our operational data stores (HDFS)
• Ease of use, self-service
• True partnership focus
• High marks

18. © Cloudera, Inc. All rights reserved.
3 Big Trends Driving Adoption
Big Data
Interactive Query

19. © Cloudera, Inc. All rights reserved.
3 Big Trends Driving Adoption
Big Data
Interactive Query
Data Diversity
Data Fusion

20. © Cloudera, Inc. All rights reserved.
3 Big Trends Driving Adoption
Big Data
Interactive Query
Real Time
Streaming Architecture
Data Diversity
Data Fusion

21. © Cloudera, Inc. All rights reserved.
3 Big Trends Driving Adoption
Security
Big Data
Interactive Query
Real Time
Streaming Architecture
Data Diversity
Data Fusion

22. © Cloudera, Inc. All rights reserved.
Reports on Data
Ask questions about things you know
How much beer did I sell at location A?
Key Characteristics
Moves the data to a reporting database
Limits access to the data
Reports built by engineers
Traditional BI
Traditional BI vs. Data Discovery w/BI

23. © Cloudera, Inc. All rights reserved.
Reports on Data
Ask questions about things you know
How much beer did I sell at location A?
Key Characteristics
Moves the data to a reporting database
Limits access to the data
Reports built by engineers
Traditional BI
Interacts with Data
Answer questions about things you don’t know
What demographics influence beer sales?
Key Characteristics
Takes the question to the data
FREE’s The DATA
Dashboards built by users
Data Discovery w/BI
Traditional BI vs. Data Discovery w/BI

24. © Cloudera, Inc. All rights reserved.
Reports on Data
Ask questions about things you know
How much beer did I sell at location A?
Key Characteristics
Moves the data to a reporting database
Limits access to the data
Reports built by engineers
Traditional BI
Interacts with Data
Answer questions about things you don’t know
What demographics influence beer sales?
Key Characteristics
Takes the question to the data
FREE’s The DATA
Dashboards built by users
Data Discovery w/BI
Traditional BI vs. Data Discovery w/BI

25. © Cloudera, Inc. All rights reserved.
Reports on Data
Ask questions about things you know
How much beer did I sell at location A?
Key Characteristics
Moves the data to a reporting database
Limits access to the data
Reports built by engineers
Traditional BI
Interacts with Data
Answer questions about things you don’t know
What demographics influence beer sales?
Key Characteristics
Takes the question to the data
FREE’s The DATA
Dashboards built by users
Data Discovery w/BI
Everyone Else
Traditional BI vs. Data Discovery w/BI

26. © Cloudera, Inc. All rights reserved.
Define a new standard for how people
access, consume and interact with data.
About Zoomdata

27. © Cloudera, Inc. All rights reserved.
Define a new standard for how people
access, consume and interact with data.
About Zoomdata
Business
Fastest Visualization for Big Data
Company
Founded in 2012, 115+ Employees
Partners
Cloudera, AWS, Azure, Deloitte,
NorthropGrumman

28. © Cloudera, Inc. All rights reserved.
Connecting to Zoomdata
Takes the Question To The Data
Smart Connectors
Cloudera Suite of Connectors
Impala Search
Kudu Spark

29. © Cloudera, Inc. All rights reserved.
Data Discovery
Real Time Analytics
Stream Processing Engine
Designed for Business Users
Dashboards
Analytics
Visualizations
Touch
Data Fusion
Integrated data view

30. Demo Architecture
Executive
Analysts
Analysts
Admin API
Processing Pipeline
Fusion Caching
Smart
Connectors
Analytics
Zoomdata ServerEnterprise
2 Servers - On-Premise
45-Node Cluster
On-Premise
All Features/
Capabilities
Data Hub
RTB Data
1B Transactions/ Day
Target: 10-15B / Day

31. 31© Cloudera, Inc. All rights reserved.
How are we using Zoomdata?
• Operational guidance
•Hitting company goals and objectives?
•Trending properly?
•Day to day management
•Campaign hitting objectives?
•Planning
•Do we need to get more supply or demand?
•Do we need to change our pricing models?

32. 32© Cloudera, Inc. All rights reserved.

33. 33© Cloudera, Inc. All rights reserved.
What’s Next?
• Extend data retention
• Continue to enrich the data as we build next generation products
• Deprecate Fact tables and other data snapshots stored in RDBMS in exchange for
direct Impala queries

34. 34© Cloudera, Inc. All rights reserved.
Impact
• More profits
• Empowerment and efficiency in
the workplace
•Faster time to insight, faster
and better decision-making
• Happy customers
• Happy staff
•Paves the way for future
investments...

35. 35© Cloudera, Inc. All rights reserved.
Lessons Learned
•These projects are possible in months not years
• Having a static, predictable expense line became
very import as we grew
• Empowering your staff with the tools to access
data is key
• Real Time access to data matters
• Both row level and aggregate data is important
•Establishing great partnerships is extremely
helpful in the success of your projects

36. 36© Cloudera, Inc. All rights reserved.
Survey Questions #2
• Where are you on your big data journey?
• What’s big data again???
• Developing a project plan
• In the works
• In production
• Ready for real-time, next gen analytics baby!

37. 37© Cloudera, Inc. All rights reserved.
Survey Question #3
• Are you interested in a BI Analytics consultation?
• Yes
• No

38. 38© Cloudera, Inc. All rights reserved.
Q&A
Test Drive Zoomdata
Software
Define your project,
like Bidtellect
Learn about Hadoop with
Cloudera

39. 39© Cloudera, Inc. All rights reserved.
Thank you
Jeremy@bidtellect.com
Russ@zoomdata.com
mlmoreno@cloudera.com