How Freewheel Processes Billions of Ad-tech Events in Real-time

In a swiftly growing digital advertising industry, data has become key to success. The power to gather, analyze, and quickly act on real-time bidding data is critical for advertisers and publishers. A data platform that supports real-time bidding empowers these participants to obtain insights from the huge amounts of data generated by programmatic advertising. In this talk, we will learn how our Beeswax data platform captures real-time information about bids and impressions and provides feedback to advertisers, enabling them to make data-driven decisions for optimal results. It is built on an event-based architecture, leveraging AWS Kinesis and Snowflake's Snowpipe, that is capable of processing bid requests at a massive scale - around half a million QPS in real-time! We'll also talk about how the platform evolved over time and how we've built the platform and monitoring infrastructure to enable sustained growth.