Michael E. Yudin, Chief Technology Officer, adMarketplace
Category
  • Next Generation Customer Experience
The Project

Michael leads the development of adMarketplace, the first and only search syndication network that allows for bidding by specific traffic source and keyword combination, thus changing the way online advertising is bought and sold. By embracing the concept of granular data and customizing control and delivery across different traffic sources, adMarketplace is able to bid for ad placements effectively, something competitors like Google and Yahoo! fail to do well. Simply put, adMarketplace empowers advertisers to bid on specific keywords and traffic sources and provides publishers with access to detailed reporting data and powerful yield-optimization tools.

The Technology

Aerospike real-time NoSQL database, Aerospike Inc. (formerly Citrusleaf)

*adMarketplace platform is an integrated large scale geographically distributed system built in house with open source technologies and products by a handful of strategic commercial vendors. 

AeroSpike real time NoSQL database is one of these strategic products that beats all open source alternatives in performance, uptime and total cost of ownership.
Metrics Matter

Previously, advertisers had to rely on solutions from other players like Google and Yahoo!, which have a simple on/off approach to managing partner networks, and after advertisers find that they are paying too much, they turn off the switch. Moreover industry solutions attempting to provide more online advertising detail would slow to a crawl or crash when reaching full volume because the underlying NoSQL databases capable of handling the combination of structured and unstructured data couldn’t reliably scale. Today adMarketplace, which uses the Aerospike (formerly Citrusleaf) real-time NoSQL database, processes up to 200,000 transactions per second to bid on specific keywords and traffic sources and presents highly relevant offers to each user within milliseconds, while maintaining 100% uptime. The engine currently stores over 100 million unique user profiles and data on 10 million distinct traffic sources, each accessible within 1 ms in 99.99% of cases. We monitor our revenue to the minute, and this 100% uptime is critical because publishers would see less relevant, lower-yielding ads if the data engine were to go offline. 

Disruptive Factor

Virtually every online marketer, agency, search network, shopper and business has felt the impact of adMarketplace’s unique approach to search syndication. By providing web publishers with the means to reach users across the 35% of searches that occur outside a search engine results page, adMarketplace gives marketers an unprecedented opportunity to optimize results and increase sales. adMarketplace allows these marketers and advertisers to move beyond the constraints of search engine result pages to mine the entire Internet for actionable business opportunities via a powerful platform that optimizes both search traffic flow and performance data flow and then selects an advertisement that is most relevant to the searcher’s interest and assigns a bid, thus increasing the chances of redirecting the shopper to the advertiser’s website.

Shining Moment

adMarketplace’s CEO and COO recognized that the exclusive pay-per-click platform they were providing for eBay could have so much greater impact if they opened traffic to the entire Internet, rather than just one large Web property. In 2006, they ended the company’s exclusivity with eBay, began developing an entirely new search syndication network platform, and in just one year underwent a complete transformation in evolving from eBay partner to wholly independent search syndication platform provider. Since then, the company has been continually showing nearly 100% growth year over year, and in 2012 was recognized as the eighth-fastest-growing private company in New York by Crain's New York Business, all without external funding and due to smart and scalable technology.

 

ABOUT adMarketplace

adMarketplace is a technology company with the largest search advertising network outside of Google and Yahoo. Recently named the 8th fastest-growing private company in New York, adMarketplace provides data-driven performance at scale to the Internet’s leading marketers and their agencies through its powerful yet easy-to-use search syndication platform.