幕后：构建强大的广告事件处理管道
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Introduction
介绍
In a digital advertising platform, a robust feedback system is essential for the lifecycle and success of an ad campaign. This system comprises of diverse sub-systems designed to monitor, measure, and optimize ad campaigns. At Netflix, we embarked on a journey to build a robust event processing platform that not only meets the current demands but also scales for future needs. This blog post delves into the architectural evolution and technical decisions that underpin our Ads event processing pipeline.
在数字广告平台中，强大的反馈系统对于广告活动的生命周期和成功至关重要。该系统由多种子系统组成，旨在监控、测量和优化广告活动。在Netflix，我们开始了一项构建强大事件处理平台的旅程，该平台不仅满足当前需求，还能扩展以应对未来需求。本文深入探讨了支撑我们广告事件处理管道的架构演变和技术决策。
Ad serving acts like the “brain” — making decisions, optimizing delivery and ensuring right Ad is shown to the right member at the right time. Meanwhile, ad events, after an Ad is rendered, function like “heartbeats”, continuously providing real-time feedback (oxygen/nutrients) that fuels better decision-making, optimizations, reporting, measurement, and billing. Expanding on this analogy:
广告投放就像“大脑”——做出决策，优化投放，确保在正确的时间向正确的成员展示正确的广告。同时，广告事件在广告呈现后，像“心跳”一样，持续提供实时反馈（氧气/营养），促进更好的决策、优化、报告、测量和计费。扩展这个类比：
- Just as the brain relies on continuous blood flow, ad serving depends on a steady stream of ad events to adjust next ad serving decision, frequency capping, pacing, and personalization.
- 就像大脑依赖于持续的血流，广告投放也依赖于稳定的广告事件流，以调整下一个广告投放决策、频率限制、节奏和个性化。
- If the nervous system stops sending signals (ad events stop flowing), the brain (ad serving) lacks critical insights and starts making poor decisions or even fails.
- 如果神经系统停止发送信号（广告事件停止流动），大脑（广告投放）将缺乏关键见解，开始做出错误决策甚至失败。
- The healthier and more accurate the event stream (just like strong heart function), the better the ad serving system can adapt, optimize, and drive bu...