The architecture of a fault-tolerant ad network built on top of HAProxy, Apache with mod_wsgi and Python, Redis, a bit of PostgreSQL and ActiveMQ deployed on AWS:
The real workhorse of our ad targeting platform was Redis. Each box slaved from a master Redis, and on failure of the master (which happened once), a couple “slaveof” calls got us back on track after the creation of a new master. A combination of set unions/intersections with algorithmically updated targeting parameters (this is where experimentation in our setup was useful) gave us a 1 round-trip ad targeting call for arbitrary targeting parameters. The 1 round-trip thing may not seem important, but our internal latency was dominated by network round-trips in EC2. The targeting was similar in concept to the search engine example I described last year, but had quite a bit more thought regarding ad targeting. It relied on the fact that you can write to Redis slaves without affecting the master or other slaves. Cute and effective. On the Python side of things, I optimized the redis-py client we were using for a 2-3x speedup in network IO for the ad targeting results.
Original title and link: Building an Ad Network Ready for Failure ( ©myNoSQL)