Monetization Intelligence for a large media house using GCP

Case Study

Monetization Intelligence for a large media house using GCP 

Business Objective

Our client is a giant in the Indian media landscape for more than 30 years and is also the country’s leading media conglomerate. They were looking to harness monetization intelligence from the user viewing behavior for smarter programming and advertisement solutions. They were also looking for a solution to optimize their TV Ad Plan based on the available data and to help them intelligently decide on the quotation for the ad.

Challenges

  • Difficulty in data migration and data re-ingestion
  • Concurrency performance issues post data load

Solution Methodology 

  • Leveraged Spark, Hive, and HBase components on Dataproc service to build the core Data Pipelines.
  • Orchestrated the entire workflow using an in-house supported Scala application which is hosted as a containerized service on GKE.
  • Built a reporting framework integrated with BigQuery for serving the end business consumers with reports with minimal latency.

Business Impact

  • The solution was highly scalable with very high accuracy, thereby enabling the customer to optimize their TV ad plan.
  • The solution also helped the business with the option of providing required data of quotations and then intelligently deciding on the quotation of the ad.
  • It also greatly increased the ability of the customer to generate better revenue by delivering ads at the appropriate time.
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