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Ad Click Aggregation — Notes#

Functional#

  • Real-time counts: impressions, clicks, conversions per ad/campaign.
  • Budget pacing & shut-off.
  • Fraud / IVT filtering.
  • Reporting dashboards + billing.

Non-functional#

  • Real-time aggregates < 5 s lag.
  • Daily reconciled exact totals.
  • 99.9% event durability.

Capacity#

  • Trillions of events/yr at top platforms.
  • HLL keeps cardinality cheap; CMS keeps hot keys cheap.

Trade-offs#

  • Streaming approximate vs batch exact: combine in lambda/kappa.
  • At-least-once + dedup at sink is simpler than exactly-once everywhere.
  • Storage: column store for OLAP; KV for per-ad fast lookups.

Refs#

  • Google Ad Manager engineering posts.
  • Facebook "Realtime data processing" blogs (Scribe, Puma).
  • Druid / Pinot for ad analytics.