aws for digital advertising

AWS for digital advertising

Ryan Shuttleworth – Technical Evangelist @ryanAWS

background

Consumer

Business

Tens of millions of

active customer

accounts

Eight countries:

US, UK, Germany,

Japan, France,

Canada, China, Italy

Seller

Business

Sell on Amazon

websites

Use Amazon

technology for your

own retail website

Leverage Amazon’s

massive fulfillment

center network

IT Infrastructure

Business

Cloud computing

infrastructure for

hosting web-scale

solutions

Hundreds of

thousands of

registered

customers in over

190 countries

Deep experience in

building and

operating global web

scale systems

About Amazon

Web Services

?

…get into cloud computing?

How did Amazon…

Over 10 years in the making

Enablement of sellers on Amazon

Internal need for scalable deployment environment

Early forays proved developers were hungry for more

AWS Mission

Enable businesses and

developers to use web

services* to build scalable,

sophisticated applications.

*What people now call “the cloud”

Each day AWS adds the equivalent

server capacity to power Amazon

when it was a global, $2.76B

enterprise

(circa 2000)

Utility computing

On demand Pay as you go

Uniform Available

Utility computing

Utility computing


Uniform Available

Utility computing

Utility computing

Compute

Storage

Security Scaling

Database

Networking Monitoring

Messaging

Workflow

DNS

Load Balancing

Backup CDN


Uniform Available

On a global footprint

Region

US-WEST (N. California) EU-WEST (Ireland)

ASIA PAC

(Tokyo)

ASIA PAC

(Singapore)

US-WEST (Oregon)

SOUTH AMERICA (Sao

Paulo)

US-EAST (Virginia)

GOV CLOUD

Availability Zone


Edge Locations

Dallas(2)

St.Louis

Miami

Jacksonville Los Angeles (2)

Palo Alto

Seattle

Ashburn(2)

Newark

New York (2)

Dublin

London(2)

Amsterdam

Stockholm

Frankfurt(2)

Paris(2)

Singapore(2)

Hong Kong

Tokyo

Sao Paulo

South Bend

San Jose

Osaka Milan

Sydney


At the end of a web service

ec2-run-instances ami-b232d0db

--instance-count 3

--availability-zone eu-west-1a

--instance-type m1.small


--instance-count 5

--availability-zone eu-west-1c

--instance-type m1.medium


--instance-count 2

--availability-zone us-east-1b

--instance-type m1.xlarge


--instance-count 2

--availability-zone eu-east-1d

--instance-type m1.xlarge

At the end of a web service

The Toolbox

Compute Storage

AWS Global Infrastructure

Database

App Services

Deployment & Administration

Networking

Reference Model

Compute Storage


Database

App Services


Networking

Global infrastructure

Regions An independent collection of AWS resources in a

defined geography

A solid foundation for meeting location-dependent

privacy and compliance requirements

Compute Storage


Database

App Services


Networking


Availability Zones Designed as independent failure zones

Physically separated within a typical metropolitan

region

Compute Storage


Database

App Services


Networking


Edge Locations To deliver content to end users with lower latency

A global network of edge locations

Supports global DNS infrastructure (Route53) and

Cloud Front CDN

Compute Storage


Database

App Services


Networking

Networking

Direct Connect Dedicated connection to AWS

VPN Connection Secure internet connection to AWS

Virtual Private Cloud Private, isolated section of the AWS Cloud

Route 53 Highly available and scalable Domain Name

System

Compute Storage


Database

App Services


Networking

Networking

“We were able to reduce our DNS costs by ninety-three percent, which in tandem allowed us to

shorten our time-to-live (TTLs) for easier, timelier management of

DNS records.”

Nathan Butler The Newsweek/Daily Beast Company

Compute Storage


Database

App Services


Networking

Compute

Vertical

Scaling

From $0.02/hr

Elastic Compute Cloud (EC2) Basic unit of compute capacity

Range of CPU, memory & local disk options

13 Instance types available, from micro to cluster

compute

Feature Details

Flexible Run windows or linux distributions

Scalable Wide range of instance types from micro to cluster compute

Machine Images Configurations can be saved as machine images (AMIs) from which new instances can be created

Full control Full root or administrator rights

Secure Full firewall control via Security Groups

Monitoring Publishes metrics to Cloud Watch

Inexpensive On-demand, Reserved and Spot instance types

VM Import/Export Import and export VM images to transfer configurations in and out of EC2

Compute Storage


Database

App Services


Networking

Compute

Vertical

Scaling

From $0.02/hr

GNM measures the savings from using AWS in terms of reduced lead times.

“It takes … less than 10 minutes to set up

a new instance in Amazon EC2 and perhaps another 20 minutes to connect to

the infrastructure and build the server type, for a total lead time of half an hour. This compares to a possible three weeks

for hardware to be delivered and installed plus additional time for budget approval.”

Mike Bracken GNM’s Director of Technology Development,

Compute Storage


Database

App Services


Networking

Compute

Auto-scaling Automatic re-sizing of compute clusters based upon

demand

Trigger auto-

scaling policy

Feature Details

Control Define minimum and maximum instance pool sizes and when scaling and cool down occurs

Integrated to CloudWatch

Use metrics gathered by CloudWatch to drive scaling

Instance types Run auto scaling for on-demand instances and spot. Compatible with VPC

as-create-auto-scaling-group MyGroup

--launch-configuration MyConfig

--availability-zones eu-west-1a

--min-size 4

--max-size 200

Compute Storage


Database

App Services


Networking

Compute

Elastic Load Balancing Create highly scalable applications

Distribute load across EC2 instances in multiple

availability zones

Feature Details

Auto-scaling Automatically scales to handle request colume

Available Load balance across instances in multiple availability zones

Health checks Automatically checks health of instances and takes them in or out of service

Session stickiness Route requests to the same instance

Secure sockets layer Supports SSL offload from web and application servers with flexible cipher support

Monitoring Publishes metrics to Cloud Watch

Compute Storage


Database

App Services


Networking

Storage

S3 - Durable storage, any

object 99.999999999% durability of objects

Unlimited storage of objects of any type

Up to 5TB size per object Feature Details

Flexible object store Buckets act like drives, folder structures within

Access control Granular control over object permissions

Server-side encryption 256bit AES encryption of objects

Multi-part uploads Improved throughput & control

Object versioning Archive old objects and version new ones

Object expiry Automatically remove old objects

Access logging Full audit log of bucket/object actions

Web content hosting Serve content as web site with built in page handling

Notifications Receive notifications on key events

Import/Export Physical device import/export service

Compute Storage


Database

App Services


Networking

Database

Relational Database Service Database-as-a-Service

No need to install or manage database instances

Scalable and fault tolerant configurations

Feature Details

Platform support Create MySQL, SQL Server and Oracle RDBMS

Preconfigured Get started instantly with sensible default settings

Automated patching Keep your database platform up to date automatically

Backups Automatic backups and point in time recovery and full DB backups

Backups Volumes can be snapshotted for point in time restore

Failover Automated failover to slave hosts in event of a failure

Replication Easily create read-replicas of your data and seamlessly replicate data across availability zones

Compute Storage


Database

App Services


Networking

Database

Amazon Relational Database Service (Amazon RDS) databases stores forum threads, site content, and project configuration data. High availability Multi-AZ database deployment to handle live game metadata and user-generated content. Enterprise-grade fault tolerance for protecting customer data. By managing time-consuming database administration tasks, Amazon RDS allows SEGA to focus on business critical applications.

Compute Storage


Database

App Services


Networking

Database

DynamoDB Provisioned throughput NoSQL database

Fast, predictable performance

Fully distributed, fault tolerant architecture

Feature Details

Provisioned throughput Dial up or down provisioned read/write capacity

Predictable performance

Average single digit millisecond latencies from SSD backed infrastructure

Strong consistency Be sure you are reading the most up to date values

Fault tolerant Data replicated across availability zones

Monitoring Integrated to Cloud Watch

Secure Integrates with AWS Identity and Access Management (IAM)

Elastic MapReduce Integrates with Elastic MapReduce for complex analytics on large datasets

Compute Storage


Database

App Services


Networking

Database

"When IMDb launches features to our over 110MM monthly unique users worldwide, we want to be prepared for rapid growth (1000x scale), and for

customers to use our software in exciting and different ways…

…To ensure we could scale quickly, we migrated

IMDb’s popular 10 star rating system to DynamoDB. We evaluated several technologies and chose DynamoDB because it is a high-performance database system that scales seamlessly and is fully managed. This saves us a ton of development time

and allows us to focus our resources on building better products for our customers, while still feeling

confident in our ability to handle growth.”

H.B. Siegel, CTO, IMDb.

Compute Storage


Database

App Services


Networking

Application Services

Amazon SQS

Processing

task/processing trigger

Processing results Amazon SQS Reliable, highly scalable, queue

service for storing messages as they

travel between instances

Feature Details

Reliable Messages stored redundantly across multiple availability zones

Simple Simple APIs to send and receive messages

Scalable Unlimited number of messages

Secure Authentication of queues to ensure controlled access

Task A

Task B

(Auto-scaling)

Task C

2

3

1

Compute Storage


Database

App Services


Networking


Feature Details

Process state Maintain application state across complex workflows in a reliable and available manner

Tracking Tracks executions and log process for audit purposes

Consistency Ensures processing tasks are executed and duplicity of events does not occur

Simple Simple Decider and Task programming model for rapid integration

Simple Workflow Reliably coordinate processing steps

across applications

Integrate AWS and non-AWS resources

Manage distributed state in complex

systems

Compute Storage


Database

App Services


Networking


Cloud Search Elastic search engine based upon

Amazon A9 search engine

Fully managed service with

sophisticated feature set

Scales automatically

Document

Server

Results

Search

Server

Feature Details

Auto-scaling Automatically scales based upon request volumes and data volumes

High performance In memory operation means consistently low latency for search results

Sophisticated features Support for faceting, stemming, synonyms, stop words and custom rank expressions

Low cost Elastic service, pay for what you use

Compute Storage


Database

App Services


Networking


CloudFront World-wide content distribution

network

Easily distribute content to end users

with low latency, high data transfer

speeds, and no commitments.

Feature Details

Fast Multiple world-wide edge locations to serve content as close to your users as possible

Integrated with other services

Works seamlessly with S3 and EC2 origin servers

Dynamic content Supports static and dynamic content from origin servers

Streaming Supports rtmp from S3 and includes support for live streaming from Adobe FMS and Microsoft Media Server

London

Paris

NY

Served from S3

/images/*

3

Served from EC2

*.php

2

Single CNAME

www.mysite.com

1

Compute Storage


Database

App Services


Networking


CloudFront World-wide content distribution

network

Easily distribute content to end users

with low latency, high data transfer

speeds, and no commitments.

…“the site attracts visitors worldwide, they use Amazon CloudFront’s global edge network to distribute site content, such as the map tiles,

CSS, and images.

With Virgin Atlantic anticipating a great deal of publicity around the website launch, AWS

allowed Vtravelled the flexibility to scale very quickly if required.

“We did look at a number of more traditional

hosting solutions, but very quickly came to the conclusion that AWS would meet our needs

much better and at a lower cost,” Dave Tharp, head of development Vtravelled project

Compute Storage


Database

App Services


Networking

Deployment & Admin

Elastic Beanstalk One-click deployment from Eclipse, Visual Studio and

Git

Rapid deployment of applications

All AWS resources automatically created

Feature Details

Platform support Containers for Java, .net and PHP

Resource creation Creates load balancer, instances, autoscaling and monitoring automatically

Monitoring & Logs Integrated with Cloud Watch and consolidates server logs

Versioning Manage versions of applications and easily rollback deployments

Notifications Receive alerts on key events

Full resource access Access all underlying AWS resources as necessary

Compute Storage


Database

App Services


Networking

Deployment & Admin

Cloud Formation Automate creation of ‘stacks’ in a repeatable way

Scripting framework for AWS resource creation

Feature Details

Platform support Support for AWS resources from EC2 to IAM

Resource creation Creates AWS resources behind the scenes and reports on progress

Declarative Specify stacks in JSON format and source control your environments

Customizable Drive stack creation with paramaters

Compute Storage


Database

App Services


Networking

Deployment & Admin

Identity & Access Management Granular control of user rights with AWS

Automated granting of EC2 service rights

Software Developer Kits Comprehensive support of programming models for

using AWS services

+ others Simple Email Service

Simple Notification Service

ElastiCache

Elastic MapReduce

CloudWatch

…

Security &

Compliance

Foundation Services

Compute Storage Database Networking

AWS Global Infrastructure Regions

Availability Zones

Edge Locations Am

azo

n

Shared responsibility

Foundation Services

Compute Storage Database Networking

AWS Global Infrastructure Regions

Availability Zones

Edge Locations

Client-side Data Encryption & Data Integrity Authentication

Server-side Encryption (File System and/or Data)

Network Traffic Protection (Encryption/Integrity/Identity)

Platform, Applications, Identity & Access Management

Operating System, Network & Firewall Configuration

Customer Data

Am

azo

n

Shared responsibility

You

Certifications

SOC 1 Type 2 (formerly SAS-70)

ISO 27001

PCI DSS for EC2, S3, EBS, VPC, RDS, ELB,

IAM

FISMA Moderate Compliant Controls

HIPAA & ITAR Compliant Architecture

Physical Security

Datacenters in nondescript facilities

Physical access strictly controlled

Must pass two-factor authentication at least twice for floor access

Physical access logged and audited

HW, SW, Network

Systematic change management

Phased updates deployment

Safe storage decommission

Automated monitoring and self-audit

Advanced network protection

Security standards

http://aws.amazon.com/security

Putting it

Together

How do make my

application…

Available? Scalable?

How do make my

application…

Fault tolerant?

Elastic?

1. Use multiple

availability zones

2. Use RDS with replicas

and slaves

3. Use auto-scaling

groups

4. Use Elastic Load

Balancing

5. Use Route53 to host

DNS zones

Available? Scalable?

Fault tolerant?

Elastic?

Multiple availability zones Route 53 DNS

Elastic load balancing Auto-scaling groups RDS slave & replicas

Agility

Cloud

No need for CapEx

Large cost savings Focus on core competency

Higher availability

Faster time to market

Amazon Web Services

Want to know

more?

Speak to one of

the AWS team Have a conversation with a

customer representative or solution

architect