Powering self-serve analytics for a leading audio advertising platform
A global technology and services provider has an award-winning marketplace that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline operations. The marketplace operates at a massive scale with a digital audience from over thousands audio publishers, millions of unique impressions, and more than billions of auctions per month.
To meet the expansive demand for their audio SSP, the company needed a system that could:
- Efficiently scale to petabytes of data and millions of queries while achieving reasonable cost-performance targets
- Allow for granular real-time reporting with ease-of-use to drive widespread adoption
- Handle industry specific requirements and customizations to metrics, dashboarding and ad hoc analyses
Global adoption with zero training
Rill’s Explore dashboards help the company and its clients:
- Access real-time insights into programmatic data with comparison metrics, multi-dimensional analysis, interactive filtering, and proactive alerts
- Analyze across as many dimensions as possible about each auction and listener in every exposure such as advertiser domain, device type, platform, and age/demographics
- Understand how audio contributes to revenue allowing customers to narrow down effective pricing strategies and assess floor options
With Rill’s tailored approach, the company’s dashboards have been successfully adopted by hundreds of customers with little to no training, maximizing the distribution of analytics. To date, more than 1000 users have been added to Rill across hundreds of partners. Beyond just adding more users, the depth of adoption is high: the company is now executing over 25k daily queries across 150+ client dashboards and more than 120 daily customers logins - all while maintaining an average query time of less than 1 second. The ease-of-use for these dashboards also allows the company to maintain a smaller support team and frees account managers to focus on value-add reporting for their clients.
Increasing revenue and deepening client relationships
Beyond client value, these dashboards provide a unique opportunity to build deeper partnerships with the company’s customers and provide additional revenue for premium features. In other words, Rill dashboards have moved analytics from a cost center to a revenue opportunity.
In addition to campaign analytics use cases, Rill provides publishers and the company’s product team with quick ways to troubleshoot questions. The dashboards have reduced reliance on support and allowed clients to double check ad delivery before logging support requests.
Real-time architecture and cost reduction
As part of the migration to Rill, the company also worked with our Solution Architecture team to optimize data ingestion with the goal of reducing cost and minimizing data lag (unlocking additional customer use cases for real-time analysis).
- The company’s data platform team reduced external processing costs and added more flexibility to pipeline logic and transformations
- Data lag was reduced to 90 minutes, with further goals to make enhancements towards real-time
The complexity of the pipeline is significant, handling multiple look-up windows for late arriving data and a variety of business logic enhancements required for enriching impression and auction data. Even with those challenges, the migration was completed in a couple weeks with consistent communication between the two teams.
Companies at all stages use Rill.
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