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Scalability and Availabilty
Highlights of the inClick Ad Server
  • Proudly built in the USA.
  • Designed to scale, the inClick Ad Server can handle the demands of your deployment, large or small. From a couple million ads a day on a single server deployment, to billions of ads per month in a server farm, the inClick Ad Server performs.
  • Advanced processes and algorithms, the inContext Engine, automatically match advertisements to page content.
  • Proactive invalid click prevention through our exclusive Click Definition Service
  • Available Application Programming Interface (API) for integration into existing applications.
  • An intuitive and easy-to-use user interface makes it simple for advertisers, publishers, and network operators.

The Problem: Serving Billions of Ads Per Month

The ability to serve billions of ads per month is not quite as simple or trivial as using a "stronger", "bigger", or "cloud environment" web server as some may claim. In order handle any degree of scale on an ongoing basis, you must carefully plan your deployment on a foundation that has been built, designed, and tested to efficiently and easily scale.

Solution #1: Built-in Horizontal Scaling Support

The inClick Ad Server has been carefully designed to handle the real-world abuse of delivering billions of ads each month. Through a method called Horizontal Scaling, the inClick Ad Server accomplishes the tasks of high volume ad-delivery, fast reporting, high availability, and consistent system stability by utilizing a set of servers; each employed to perform specific tasks. This distributed deployment model gives you the ability to start small today while future-proofing for tomorrow. For example, the following deployment configuration utilizes eleven servers, a small farm, with each server assigned its own specific set of tasks:

  • Server 1 : User Interface - This is where advertiser, publishers, and you login.
  • Server 2 : Master Database Server - The central data store.
  • Server 3 : Database Slave - Dedicated data store for advertisement delivery.
  • Server 4 : Advertisement Delivery Node
  • Server 5 : Advertisement Delivery Node
  • Server 6 : Advertisement Delivery Node
  • Server 7 : Advertisement Delivery Node
  • Server 8 : Advertisement Delivery Node
  • Server 9 : Advertisement Delivery Node
  • Server 10 : Statistic Processor and Cache Server - Processes reporting data.
  • Server 11 : inContext Spider Server (optional) - The contextual ad matching indexer.
At the time this article was written, this particular configuration was supporting over 600 queries per second (that's over 300,000 impressions per minute) with headroom for growth and traffic spikes. This deployment can be further scaled out in order to handle any additional traffic demands, further task assignment, elimination of single points of failure, and more.

NOTICE: The above diagram does not represent a hard limit of the inClick Ad Server. The diagram is intended to provide an example of how the underlying software architecture is modeled for growth and scalability.

Solution #2: External Delivery Engine Support

Through our modular system architecture, the inClick Ad Server is not only scalable, but flexible enough to fit your specific requirements. From split database connections, to a segmenting file system model, your growth has been considered. Each facet of the platform can be separated from the core system based on your requirements. A simple example: our advertisement delivery engine can be "swapped out" for your own delivery engine!

Have more questions about scaling?

Ask us! Our team is available to answer your questions by email, on-line chat, and by phone.