Selling Trillions of Ads in the Blink of an Eye with the SM15000 Server
Just six years old, Rubicon Project has emerged as the leading independent technology company focused on automating the buying and selling of digital advertising. REVV, its real-time ad trading platform, enables hundreds of premium publishers to transact automatically with hundreds of thousands of buyers, all in trades frequently completed in under 30 milliseconds.
Forty percent of the comScore 100 leading publishers power their advertising business through REVV. Notable clients using REVV include eBay UK, Time Inc., ABC News, People, and NBC Universal. The combined reach of these premium publishers has enabled REVV to lead comScore’s reach measurement for US Internet users (97 percent of users) for 10 months in a row.
The scale and reach of REVV requires a commitment to engineering excellence, from the hardware to the network to the software. That need for innovative engineering in hardware and networking led Rubicon Project to the collaboration with AMD that enabled this new-to-the-world hardware.
Case Study - Rubicon Project
RubiCube Enables Global Micro POP Standardization
As Rubicon Project continues its growth and international expansion, the need for an easy-to-deploy technology infrastructure has become increasingly urgent. REVV must process each ad trade in real-time while the user views a web page. When the latency involved in trans-oceanic Internet traffic could not support the speed required for real-time ad trading, Rubicon Project needed to create a standardized hardware configuration that met the following requirements:
Compact data center footprint
Scalable computing capacity to process the bidding and ad trading for a local ad exchange market
Modularity to partition and rapidly enable greater computing capacity as needed
Rubicon Project evaluated solutions from the leading vendors and selected AMD’s SeaMicro SM15000™ server over the HP ProLiant ML350 Gen8 server because it met the system requirements with a lower total cost of ownership. The SeaMicro SM15000 system is the highest-density, most energy-efficient server in the market. In 10 rack units, it links up to 512 compute cores, 160 Gigabits of I/O networking, and more than five petabytes of storage with a 1.28 terabyte high-performance supercompute fabric, called SeaMicro Freedom™ Fabric. The SM15000 server eliminates top-of-rack switches, terminal servers, hundreds of cables and thousands of unnecessary components for a more efficient and simple operational environment.
AMD’s SeaMicro server product family currently supports the next-generation AMD Opteron™ (“Piledriver”) processor, Intel® Xeon® E3-1260L (“Sandy Bridge”) and E3-1265Lv2 (“Ivy Bridge”), and Intel® Atom™ N570 processors. The SeaMicro SM15000 also supports the SeaMicro Freedom Fabric storage products, enabling a single system to connect with more than five petabytes of storage capacity. This approach delivers the benefits of expensive and complex solutions, such as network attached storage (NAS) and storage area networking (SAN), with the simplicity and low cost of direct attached storage.
RubiCube is the game changing hardware platform that is powering the continued growth of Rubicon Project’s REVV platform. Rubicon Project and AMD worked in close collaboration to develop capabilities in the hardware that optimized the performance of REVV and offered a high performance, flexible platform with computing, storage and networking all in a 10 RU form factor. The close collaboration has resulted in a solution that is poised to fuel the growth of the multibillion-dollar digital ad industry and improve the online experience of the world’s 2.4 billion Internet users.