Shine Technologies helped one of Australia's largest online advertising publishers find better ways to target its audiences and break down their behaviors in detail after ad campaigns. A Melbourne-based IT services provider, Shine developed a deep analysis tool that enabled the publisher to gauge the success of ad campaigns and determine how and when audiences interacted.
Using their own firm's ad-serving Google DoubleClick for Publishers (DFP) decision engine, Shine's IT team configured DFP to write its ad logs to Google Cloud Storage and point Google's BigQuery to those files for loading and analysis. Next, they used the BigQuery API to build a graphical reporting front end.
"It's cheap to run ... and we didn't need to worry about setup, maintenance or scalability," explains Graham Polley, a senior software engineer at Shine.
Outsourcing solved one of the biggest challenges -- managing the massive volume of 75 million records that come through Shine's ad server logs every day, an onslaught that added up to 2 billion records per month for a total of 1.5TB of data. Team members also had to safeguard the records and ensure that people's privacy was protected, so they verified that the data was encoded or encrypted and didn't include personally identifiable information.
"This capability gives our organization unprecedented real-time insights [that] are driving tangible improvements in user engagement, driving up ad yields and creating incremental revenue streams," says a product manager and platform user at the online ad publisher.