Big Data

1. Copyright © 2014 Criteo
23 April 2015
BIG DATA & CRITEO
Andreas Misera – Operations Director Fast Growing Markets@ Criteo

2. Copyright © 2014 Criteo
CRITEO – WHO ARE WE?

3. Copyright © 2014 Criteo
9,000+
PUBLISHERS1
130+
COUNTRIES1
1bn
REACHED
MONTHLY3
7,000+
ADVERTISERS1
1- Criteo February 2015
90%
RETENTION
RATE2
| 2- Annual rate 2014 | 3- comScore MMX, Decembre 2014

4. Copyright © 2014 Criteo
Global presence
AMSTERDAM
STOCKHOLM
MUNICH
MILANO
PARIS
LONDON
CHICAGO
BOSTON
NEW-YORK
PALO ALTO
SAO PAULO
BEIJING
SEOUL
TOKYO
SYDNEY
MOSCOW
SINGAPORE
24 OFFICES, 15 COUNTRIES, 1300+ EMPLOYEES

5. Copyright © 2014 Criteo
WHAT DOES CRITEO DO?

6. Copyright © 2014 Criteo
Our mission in Online Advertising
TARGET THE
RIGHT USER
AT THE RIGHT TIME WITH THE
RIGHT MESSAGE
BASED ON AN ENGAGEMENT MODEL
TURNING BROWSERS INTO BUYERS

7. Copyright © 2014 Criteo
Criteo re-engages recent visitors

8. Copyright © 2014 Criteo
How does it work?
1 A USER SEES PRODUCTS ON A WEBSITE…

9. Copyright © 2014 Criteo
How does it work?
2 ...THEN BROWSES THE INTERNET

10. Copyright © 2014 Criteo
How does it work?
3 CRITEO DIPLAYS A PERSONALIZED BANNER TO THE USER
GO GOGO
Powered by

11. Copyright © 2014 Criteo
How does it work?
4 AFTER A CLICK ON THE BANNER THE USER GOES BACK TO
A PRODUCT PAGE

12. Copyright © 2014 Criteo
Bring back lapsed customers, prospect for new customers
LAPSED
CUSTOMERS
NEW
CUSTOMERS

13. Copyright © 2014 Criteo
The right product, to the right person, at the right time
CLIENT PLATFORM PUBLISHER PLATFORM
CLIENT PERFORMANCE
MANAGEMENT
REAL-TIME
REPORTING ANALYTICS
INVENTORY
MANAGEMENT
REAL-TIME
REPORTING ANALYTICS
DATA
CPC CPM
CUSTOMER REAL-TIME
OFFER
CHECK-OUT & PURCHASE

14. Copyright © 2014 Criteo
Big data is a journey that never ends for us….
Criteo launches
the performance display
on Desktop
Criteo launches its
solution on Social
Criteo launches
its solution
on Mobile Web
2008 2012 2013
Criteo launches its
solution on Email
20142014
Criteo launches its
In-app solution

15. Copyright © 2014 Criteo
INSIDE THE MACHINE:
BIG DATA

16. Copyright © 2014 Criteo
The challenge of Big Data
VELOCITYVOLUME VARIETY VALUE

17. Copyright © 2014 Criteo
Deep, granular and actionable shopping intent data
$430BN SALES¹
PRODUCT SKU PRICING AVAILABILITY
VIEWED CLICKED CHECKOUT BOUGHT
BROWSING PATTERN PROFILE CRM
CONTEXT BIDS PLACEMENTS FORMATS
IMPRESSIONS VIEWS CLICKS CONVERSIONS
UNIQUE CLIENT
DATA
CRITEO
PROPRIETARY
DATA
FEEDING
FEEDING
1 WE OBSERVED OVER $430 BILLION IN SALES TRANSACTIONS ON OUR CLIENTS’ WEBSITES IN 2014, WHETHER OR NOT A CONSUMER SAW OR CLICKED ON A
CRITEO ADVERTISEMENT.

18. Copyright © 2014 Criteo
Criteo’s value depends on 3 core technologies
CHOSE THE RIGHT PRODUCT
TO DISPLAY
RECOMMENDATION
ENGINE
CHOSE THE RIGHT USERS /
ADVERTISER / PUBLISHER TO
DISPLAY
PREDICTION ENGINE
CREATIVE ENGINE
DYNAMIC CREATIVE
OPTIMIZATION
Optimized
on
CTR
+
CR
+
Order Value

19. Copyright © 2014 Criteo
Personalized Ads
MATCHES SEARCHERS’ INTENT WITH
PERSONALIZED BANNERS AT THE PRODUCT LEVEL.

20. Copyright © 2014 Criteo
The Engine optimizes each banner in real time
6ms
Buttons
all original #represent
SHOP NOW
ColoursBackground Layout
WARM MEETS LIGHT
SWEET NOTHING
ADDIDAS IS ALL IN
ALL ORIGINALS
#REPRESENT
Slogans
JOIN NOW
SEE MORE
CLICK HERE
Call to actions
Opt-out
link
JOIN NOW
SEE MORE
CLICK HERE
SHOP NOW
SHOP NOW
JOIN NOW
JOIN NOW

21. Copyright © 2014 Criteo
More and more variables for better prediction performance
CTR-CR
Display
Button
Category Color
Layout
Repetition
Ratings
User’s Activity
Publishers
Behaviour
Engagement
Language
6VARIABLES
AND
MORE
…
15VARIABLES
100+
VARIABLES
Viewed
products
Destination

22. Copyright © 2014 Criteo
Huge volumes of data are needed to compete
ANSWER:
400
HOW MANY TIMES
SHOULD YOU FLIP A COIN TO
CONFIRM IT’S FAIR?
ANSWER:
80,000
HOW MANY DISPLAYS
DO YOU NEED TO MEASURE
A 0.5% CTR?
ANSWER:
320 BILLION
DISPLAYS
HOW MANY DISPLAYS
DO YOU NEED TO MEASURE
A 0.5% CTR FOR EACH OF
OUR ADVERTISERS, ON
EACH PUBLISHER?
FOR MACHINE
LEARNING,
SCALE MATTERS

23. Copyright © 2014 Criteo
High performance computing
Transfer,
combine, index,
request 20 tb
additional every
day

24. Copyright © 2014 Criteo
And a need for global physical infrastructure
1 HTTP request = 1 line of log
7 DATA
CENTERS
MORE THAN
10000
SERVERS
10K
AVAILABILITY
>99.95%
PEAK TRAFFIC (PER
SECOND)
800K HTTP REQUESTS
BUILT, SET UP
AND OPERATED
INTERNALLY

25. Copyright © 2014 Criteo
Big Data @ Criteo
430
BILLION $1
SNAPCHAT
1 700
PHOTOS
SHARED
/ SEC
GOOGLE
33K
SEARCHES
/ SEC.
SKYPE
23 000
MINUTES OF
CONVERSATION
/ SEC
450K
PEAK RTB / SEC
29 000
BANNERS
/ SEC
TWITTER
46K
TWEETS / SEC
FACEBOOK
41K
POSTS / SEC.
800K
REQUESTS
HTTP / SEC
203K
PRODUCT
IMAGES / SEC
7000+
CLIENTS
12
BILLION $2
€
90%
RETENTION
RATE4
9000+
PUBLISHERS
EVERY
SECOND
1: Criteo observed over $430 billion in sales transactions on our clients’ websites in 2014.
2: Turnover generated by Criteo to its clients in 12 months
3: Post-click mobile sales for customers on an annual run-rate
4: Annual Rate
1
BILLION $3

26. Copyright © 2014 Criteo
ENGINE
ALGORITHM PREDICTION & RECOMMENDATIONS
AUTOMATIC BUYING
NEW PRODUCTS
CO-MARKETING / CRITEO KEYWORDS / UPPER FUNNEL
AND MORE TO COME…
ADVERTISERS & PUBLISHERS
ALGORITHM TRANSPOSITION / BANNERS
ADVERTISERS & PUBLISHERS PLATFORMS
INFRASTRUCTURE & SCALABILITY
24/7 SERVICE / HADOOP TECHNOLOGY / HPC…
7 DATACENTERS
SALES & BIZ DEV
ACCOUNT STRATEGISTS / SALES
MEDIA BUYERS
BUSINESS INTELLIGENCE
ADVERTISER ANALYSIS AND OPTIMIZATION
REPORTING TOOLS AND METRICS
INTEGRATION & SUPPORT
PROJECT MANAGEMENT AND COORDINATE
MAJOR CLIENT INTEGRATIONS
CRITEO BACKSTAGE: A TECH COMPANY

27. Copyright © 2014 Criteo
Thank you!