Serving Ads at 35,000 FeetWhile Traveling at 600 MPH

MARK VERONE

• VIDEO SLIDE: Embed Video Here

1)People2)Process3)Technology

Why Gogo?

Sponsorships = 4-6 wksDisplay Ads = 2-4 wks

Avg. In-FlightCTR= 0.69%-20%

Whitelist = 10 days

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“We are NOT moving mountains…just pushing pixels!”

--Mark Verone, 2012

Baby Steps

Step 1: People – Make it Easy

CHALLENGESa) Human Ad Serverb) 30 Person Meetingsc) Email & CR Forms (TPS

Report)

SOLUTIONS:a) Automationb) Kill Meetingsc) SSOT - Jira & Wiki

Step 1: People – Make it Easy

Example From JIRA

Sample from Wiki

Step 2: Process - Simplify

CHALLENGES:a) No “real-time” changesb) Limited Targetingc) 4-6 Week Turnaround

Step 2: Process - Simplify

SOLUTIONS:a) Daytime Publishingb) Ad Server RFPc) Introduced Agile Methods

1) Requests 2) Work 3) Team

From Waterfall…

…to Scrum

Basic Scrum Overview

• Time-Boxes: Sprints & Releases• Roles: Product Owner, ScrumMaster & Development Team• Rituals: Release / Sprint Planning / Review / Retrospective, Daily Stand Up • Backlogs: Product, Release & Sprint Backlogs

How we organize our work…REQUESTSRequire WORK by AGILE TEAM(S) DONE Launched

…to Scrumban• Best of both worlds…– SCRUM = Iterations / Standup / Retrospectives / Demos– KANBAN = WIP – Work In Progress Limits, Just In Time

Innovate

Step 3: Technology – Innovate

CHALLENGES:a) No Automationb) ATG Latencyc) Complex Environments

high % of iOS devices

Innovate

Step 3: Technology – Innovate

SOLUTIONS:a) Custom Ad Serverb) Custom CDN Cachingc) Simplified Deployment

Custom cNAME & iOS

Whitelisting

• Free Access to select websites• Captured URLs/IP addresses• Min 2 wk turn around

Analytics CDN Caching Whitelist

Ad Server Tag Management Content Management

Ad Technology Stack

RESULTS: (after 18 months)1)People:

75% fewer involved

2)Process:50% Reduction in Time

3)Technology:100% Improvement

*-)- Questions?