At Netflix, the development of an event processing platform is crucial for advertising success, enabling real-time adjustments to ad delivery and maximization of business outcomes. The architecture emphasizes the importance of a steady feedback loop, likening ad events to the circulatory system that supports ad serving decisions. The initiative, launched with Microsoft's collaboration in November 2022, aims to enhance ad experiences by ensuring that ads are tailored to users effectively, supported by a reliable flow of data and streamlined operations.
In November 2022, we launched a brand new basic ads plan, in partnership with Microsoft. The software systems extended the existing Netflix playback systems to play ads.
Just as the brain relies on continuous blood flow, ad serving depends on a steady stream of ad events to adjust next ad serving decision, frequency capping, pacing, and personalization.
The healthier and more accurate the event stream, the better the ad serving system can adapt, optimize, and drive business outcomes.
Expanding the ad processing pipeline's capabilities is crucial as it ensures accurate delivery and optimization of ads throughout the user experience.
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