moving ad exchanges from main street to wall street · 2019-03-01 · real-time bidding (rtb)...
TRANSCRIPT
Revolutionizing the Datacenter
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Moving Ad Exchanges from Main Street to Wall Street
John W. Lockwood, CEO and Artem Iakovlev, MTSAlgo-Logic Systems, Inc.
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Advertising Technology (Ad Tech)…
Today’s Advertising Technology (Ad Tech) requires time to:• Parse a bid request
• Look up relevant data about a user
• Evaluate an opportunity
• Decide on the value
• Bid a price to serve an impression
Real-Time Bidding (RTB) protocol serves hundreds of billions of ads daily• On about 100 demand-side platforms (DSPs)
• Moving hundreds of Terabytes (TB) of data back and forth through ad exchanges to serve ad impressions
24/1/2016
4/1/2016 3
Ad Tech Real-Time Bidding Ecosystem
Users visiting publisher webpages supply opportunities for ad impressions
Multiple advertisers compete for the opportunity to display an ad
The Ad Exchange auctions space for impressions
Ad Exchange
DSP
DSP
DSP
Publisher Ad Server
Publisher ContentServer
SSP
Competing AdvertisingAgencies
Motivation
Improvements are necessary to provide transparency and enable better price discovery for Ad Tech markets.• Multiple rounds of bidding are known to generate better prices than a
single round.
• Financial markets are so efficient that many rounds of bidding could be performed within the time bound of a typical Ad Tech auction.
• Equity trading provides a model for an improved Ad Tech marketplace.
By monitoring live market data feeds and computing an order book with Field Programmable Gate Array (FPGA) logic, auctions can be performed with sub-microsecond latency.• Algo-Logic’s Gateware Defined Networking® CAPI Enabled Order Book
could be applied to Real-Time Bidding for a new and improved Ad Tech exchange.
4/1/2016 4
Order Book as a part of a complete Trading System
EXCHANGECLIENT
Direct Feed:Multicast
UDP/IP
Risk Checks
ORDER BOOK
Trading Logic
Market Data Processor
API
TCP
Algo-Logic Confidential
Gateware + FPGA + Circuit Board + CPU + Software
Customer Application and Accelerator
Operating System EnablementUbuntu 14.10 (LE)libcxl function calls
Hardware to enable Coherent AccelerationFPGA
Power
PC
Core
CA
PP
PC
Ie
IBM Supplied PSL
Power Processor
• Application sets up data and calls
Accelerator Functional Unit (AFU)
• AFU reads/writes coherent data
to trading applications
AFU
OS
App
Memory (Coherent)
CAPI Order Book Overview
Algo-LogicFull Order Book
RegisterInterface
POWER Service Layer
Algo-Logic Confidential
Output of CAPI Order Book
128B Order Book L2 Snapshot
Byte Range Field
[127:120] Symbol
[119:112] Buy-Side
[111:104] Buy-Level 1
[103:96] Buy-Level 2
[95:88] Buy-Level 3
[87:80] Buy-Level 4
[79:72] Buy-Level 5
[71:64] Buy-Level 6
[63:56] Symbol
[55:48] Sell-Side
[47:40] Sell-Level 1
[39:32] Sell-Level 2
[31:24] Sell-Level 3
[23:16] Sell-Level 4
[15:8] Sell-Level 5
[7:0] Sell-Level 6
CAPI Order: Trading Dashboard
Algo-Logic Confidential
Demonstration of CAPI Order Book
UDP/IP packet with market data (tick)
on wire
PSL write request for 128B (cache line aligned) Order
Book L2 snapshot
128B Order Book L2 snapshot available in
coherent shared memory
Latency of CAPI Enabled Order Book
Thank you
Algo-Logic Systems, Inc.
Corporate Headquarters:
• 2255-D Martin Ave
• Santa Clara, CA 95050
Phone: (408) 707-3740
Web: http://Algo-Logic.com
Email: [email protected]
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