How AOL Advertising Makes Millions of Smart Targeting Decisions Every Hour

James Phillips (Membase, Inc.)
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Real-time content, offer and ad targeting decisions must happen quickly. When a user requests information from a web application, a processing clock starts, requiring a decision in as little as 40 msec. Delays in targeting decisions lead to delays in responding to the user. These delays can lead to user dissatisfaction and, ultimately, loss of audience and revenue.

This session describes how AOL Advertising and ShareThis use Hadoop to create sophisticated user profiles and Membase to access those profiles in real-time, with sub-millisecond latency. This architecture leaves the bulk of the processing time budget for improved content, offer and ad targeting and even real-time content customization.

James Phillips

Membase, Inc.

A twenty-five year veteran of the software industry, James Phillips started his career writing software for the Apple II and TRS-80 microcomputer platforms. In 1984, at age 17, he co-founded his first software company, Fifth Generation Systems, which was acquired by Symantec in 1993 forming the foundation of Symantec’s PC backup software business. Most recently, James was co-founder and CEO of Akimbi Systems, a venture-backed software company acquired by VMware in 2006. Book-ended by these entrepreneurial successes, James has held executive leadership roles in software engineering, product management, marketing and corporate development at large public companies including Intel, Synopsys and Intuit and with venture-backed software startups including Central Point Software (acquired by Symantec), Ensim and Actional Corporation (acquired by Progress Software). Additionally, James spent two years as a technology investment banker with PaineWebber and Robertson Stephens and Co., delivering M&A advisory services to software companies. James holds a BS in Mathematics and earned his MBA, with honors, from the University of Chicago. He currently serves on the board of directors of Teneros and as an investor in and advisor to a number of privately-held software companies including Delphix, Replay Solutions and Virsto.

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Picture of David Greenholtz
David Greenholtz
03/30/2011 2:14am PDT

Will there be a link shared for this presentation? Thanks!

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