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Netflixtechblog
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Behind the Scenes: Building a Robust Ads Event Processing Pipeline
- Netflix embarked on building a robust event processing platform for ad campaigns to optimize delivery and tracking in real time.
- The initial architecture included components like Microsoft Ad Server, Netflix Ads Manager, and Ads Event Handler for effective feedback loop.
- A decentralized system expanded to include Ads Metadata Registry to store metadata for each served ad, enhancing scalability and performance.
- Investing in an in-house advertising technology platform led to significant evolution in the event processing pipeline at Netflix.
- The evolution involved supporting various use cases, integrating pricing information, robust reporting systems, and scaling event handling for tracking.
- A centralized ad event collection system was planned to streamline ad telemetry operations and ensure extensibility and agility in delivering campaigns.
- Key components of the event processing pipeline included Ads Event Publisher, Realtime Consumers, Frequency Capping, Ads Metrics, Ads Sessionizer, Ads Event Handler, and Billing/Revenue systems.
- Strategic planning, clear data contracts, and separation of concerns were highlighted as essential elements shaping the success of the journey in building the ads pipeline.
- Future projects include managing ad events from live streams, de-duplication processes, enhancing data signals, and advancing Native Ads strategy.
- The continuous evolution towards a best-in-class ads technology platform at Netflix invites collaboration and innovation within the Ads Engineering team.
- Acknowledgements were extended to the teams and individuals involved in building the foundational post-impression system at Netflix.
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