Resilient ad serving at Twitter-scale
Popular events, breaking news, and other happenings around the world drive hundreds of millions of visitors to Twitter, and they generate a huge amount of traffic, often in an unpredictable manner. Advertisers seize these opportunities and react quickly to reach their target audience in real time, resulting in demand surges in the marketplace. In the midst of such variability, Twitter's ad server — our revenue engine — performs ad matching, scoring, and serving at an immense scale. The goal for our ads serving system is to serve queries at Twitter-scale without buckling under load spikes, find the best possible ad for every query, and utilize our resources optimally at all times.
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