Amazon Digital Advertising

Overview

Amazon Advertising offers a range of products and tools to help sellers, vendors, authors, app developers, and agencies achieve their advertising goals. With insights, reach, and access to premium entertainment properties (like music and streaming), advertisers can connect with the right audiences both on and off Amazon. The platform provides powerful tools for optimizing ad campaigns, including Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP, enabling marketers to engage effectively with their target audience and drive results.

275M+

Average monthly ad-supported reach of Amazon Ads exclusive O&O inventory in the U.S.

My Role

As the Software Development Manager within the Ads Campaign Management team, I managed the publishing services responsible for delivering ad campaign events to downstream clients. These high-scale services support search and streaming capabilities for various ad programs, including Sponsored Products (SP), Sponsored Brands (SB), Sponsored Display (SD), and Amazon Demand Side Platform (DSP).

Key Responsibilities

• System Architecture: Designed and implemented a scalable architecture with three primary layers:
  1. API Layer: Served upstream customers like Advertiser UI and Tools.
  2. Persistence Layer: Leveraged DynamoDB for efficient data storage and retrieval.
  3. Publishing Layer: Powered by Kafka, enabling real-time data streaming to downstream subscribers.
• Team Leadership: Expanded the engineering team from one to ten members within nine months.
• Operational Excellence: Optimized data publishing workflows, reducing incident recovery time from two weeks to three days and decreasing customer-reported issues by 80%.
• Strategic Vision: Drove the vision and roadmap for the publishing team, prioritizing initiatives for scalability, revenue growth, and feature expansion.

47%

Average increase in non-Amazon sales for brands that use Amazon display ads and a 23% increase for brands that use sponsored ads

Achievements

• Revenue Growth: Prioritized initiatives that directly contributed to business growth and revenue expansion.
• Enhanced Extensibility: Improved the extensibility of publishing services, saving 165 days of developer effort annually.
• Operational Improvements: Reduced customer-reported issues by 80%, allowing on-call engineers to focus on critical tasks.
• Scalability: Led efforts to enhance scalability, ensuring the platform could handle millions of transactions daily.

Technologies

• AWS Technologies: DynamoDB, Elastic Search, SNS/SQS, S3, Lambda.
• Event-Driven Architecture: Kafka, SNS, Kinesis.
• CI/CD Practices: Continuous integration and continuous delivery pipelines for seamless deployment.

Impact

During my tenure, I expanded our engineering team from one to 10 members in just 9 months. I led efforts to enhance our publishing services’ extensibility, resulting in a 165-day annual saving of developer effort. Additionally, I optimized data publishing workflows, reducing customer incident recovery time from 2 weeks to 3 days. Operational improvements led to an 80% decrease in customer-reported issues, freeing up on-call engineers for more critical tasks. I also drove the vision and roadmap for our publishing team, prioritizing initiatives for improved scalability and revenue growth.

My work on Amazon Advertising significantly improved the platform’s scalability, operational efficiency, and customer experience. By optimizing workflows and enhancing extensibility, I contributed to cost savings, faster incident recovery, and increased revenue growth, ensuring advertisers could effectively reach their target audiences and achieve their goals.