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How Freewheel Processes Billions of Ad-tech Events in Real-time

Margi Dubal Margi Dubal | Director, Data Engineering | Freewheel

In a swiftly growing digital advertising industry, data has become key to success. The power to gather, analyze, and quickly act on real-time bidding data is critical for advertisers and publishers. A data platform that supports real-time bidding empowers these participants to obtain insights from the huge amounts of data generated by programmatic advertising.
In this talk, we will learn how our Beeswax data platform captures real-time information about bids and impressions and provides feedback to advertisers, enabling them to make data-driven decisions for optimal results. It is built on an event-based architecture, leveraging AWS Kinesis and Snowflake's Snowpipe, that is capable of processing bid requests at a massive scale - around half a million QPS in real-time! We'll also talk about how the platform evolved over time and how we've built the platform and monitoring infrastructure to enable sustained growth.

Margi Dubal
Margi Dubal
Director, Data Engineering | Freewheel

Margi Dubal is a Director of Data Engineering at Freewheel, a Comcast Company. Over her 15 years of experience in tech industries Margi has worked on several innovative data products that have created efficiencies and greatly improved data quality. She currently leads various data teams to build scalable, reliable, and high-quality data solutions. Prior to joining Freewheel, Margi has held data engineering management positions at Paperless Post, Amplify and Adknowledge Inc. She has a bachelor’s degree in Computer Science and master’s degree in Data Science.

In her free time, she loves dancing and seeing her two young children grow.