Ad Auction Load Balancer for Latency Reduction
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Solution Overview
Problem
Current systems face latency issues in real-time advertising bidding due to the need for communication between advertisement exchanges and bidders to traverse public networks, which delays advertisement delivery and increases complexity for bidders.
Innovation Solution
Implementing a system where bidders and advertisement exchanges operate on the same internal network using custom communication protocols, with a load balancer facilitating communication between virtual machines hosted by a host operating system, reducing latency and eliminating the need for bidders to implement their own load balancing solutions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Speed
If bidders and advertisement exchange communicate through public networks, then network accessibility is maintained, but latency increases and real-time bidding performance deteriorates
Solution Approach 1:
The patent merges bidders and advertisement exchange onto the same internal network infrastructure, eliminating the need for public network communication. This consolidation reduces communication latency while maintaining network accessibility through the unified internal network architecture.
Solution Approach 2:
The load balancer acts as an intermediary component that manages communication between bidders and the advertisement exchange on the internal network. It handles bid requests and responses, coordinating traffic flow and reducing direct communication complexity between individual bidders and the exchange.
2Productivity
If each bidder implements its own load balancing solution, then bid distribution is managed, but system complexity and resource requirements increase
Solution Approach 1:
The load balancer provides automated load balancing services to all bidders on the internal network, eliminating the need for each bidder to implement its own load balancing solution. The load balancer automatically distributes bid requests and manages connections, allowing bidders to focus on bid processing logic rather than infrastructure management.
3Reliability
If bidders implement their own server infrastructure, then bid responses are handled, but resource overhead and maintenance burden increase
Solution Approach 1:
The internal network infrastructure provides universal service to all bidders, handling bid requests and responses for multiple participants through a shared load balancer and network architecture. This eliminates the need for each bidder to maintain separate server infrastructure, reducing overall system complexity while maintaining reliable bid response handling through the shared universal platform.
Data Source
AI summary
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for an advertisement auction system. In one aspect, a method includes operating bidders on a data processing apparatus, each bidder executing in a distinct virtual machine, wherein a host operating system that executes on the data processing apparatus performs operations including: receiving an advertisement bid request from a requestor using a first communication protocol, the bid request identifying a bidder, the data processing apparatus and the ad exchange being on a same internal network; sending the advertisement bid request to the virtual machine of the identified bidder using a second communication protocol; receiving an advertisement bid response for the bid request from the identified bidder using the second communication protocol; and sending the advertisement bid response to the requestor using the first communication protocol.