How Connected-Stories Uses BigQuery and AI/ML to Craft Personalized Ad Experiences

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Editor’s note: The post is part of a series highlighting our awesome partners, and their solutions, that are Built with BigQuery
In the field of producing engaging video content such as ads, many marketers ignore the power of data to improve their creative efforts to meet the consumers’ need for personalized messages. The demand for creative tech to efficiently personalize is real as marketers need personalized video Ads to reach their audience with the right message at the right time. Data, Insights and Technology are the main ingredients to deliver this value while ensuring security and privacy requirements are met. The Connected-Stories team partnered with Google Cloud to build a platform for Ad personalization. Google Data Cloud and BigQuery are at the forefront to assimilate data, leverage ML models, create personalized ads, and capitalize on real-time intelligence as the core features of the Connected-Stories NEXT platform.
Connected-Stories NEXT is an end-to-end creative management platform to develop, serve, and optimize interactive video and display ads that scale across any channel. The platform ingests first-party data to create custom ML models, measure numerous third-party data points to help brands develop unique customer journeys and create videos that their data signals can drive. An intelligent feedback loop passes real-time data back, enabling brands to make data-driven and actionable video ads that take the brand’s campaigns to the next level.

The core use case of the NEXT platform revolves around collecting user’s interaction data and optimizing for precision and speed to create an actionable Ad experience that is personalized for each user. The platform processes complex data points to create interactive data visualizations that allow for accurate analysis. The platform uses Vertex AI to access managed tools, workflows, and infrastructure to build, deploy, and scale ML models that have improved the accuracy to identify segments for further analysis.
The platform ingests 200M data events with peaks and valleys of activity. These events are processed to generate dashboards that enable users to visualize metrics based on filters in real-time. These dashboards have high performance requirements in terms of a responsive user interface under constantly changing data dimensions.
Google Cloud’s serverless stack coupled with limitless data cloud infrastructure has been the core to the NEXT platform’s data-driven innovation. The growing volume of data ingested, streamed and processed were scaled uniformly across the compute, storage and analytical layers of solution. A lean development team at Connected-Stories were able to focus all-in on the solution, while the serverless stack scaled, lowered attack service in terms of security and optimized the cost footprint through pay-as-you-go features.
BigQuery has been the backbone to support the vast amounts of data spreading over multiple geos resulting in workloads running at petabyte scale. BigQuery’s fully managed serverless architecture, real-time streaming, built-in machine learning and rich business intelligence capabilities distinguishes itself from a cloud data warehouse. It is the foundation needed to approach data and serve users in an unlimited number of ways. For an application with zero tolerance for failure, given its fully managed nature, BigQuery handles replication, recovery, data distributed optimization and management.
The platform’s requirements include the need for low maintenance, constantly ingesting and refreshing data and smart-tuning of aggregated data. These capabilities can be implemented by BigQuery’s materialized views feature. Materialized views are useful for precomputed views that regularly cache query results for better performance. These views possess the innate feature to read only the delta change from base tables and calculate the up-to-date aggregations. Materialized views impart faster outputs and consume fewer resources while reducing the cost footprint.
Some key considerations in using Google cloud and focusing on the Serverless stack include: quick onboarding to development, prototyping in short sprints and ease of preparing data in a rapidly changing environment. Typical considerations around low code / no code include data transformation, aggregation and reduced deployment time. These considerations are fulfilled through using serverless capabilities within Google Cloud such as PubSub, Cloud Storage, Cloud Run, Cloud Composer, Dataflow and BigQuery as described in the Architecture diagram below. The use of each of these components and services are described below.

- Input/Ingest: At a high-level, microservices hosted in Cloud Run collect and aggregate incoming Ads events.
- Enrichment: The output of this stage is a Pub-Sub message enriched with more attributes based on a pre-configured campaign.
- Store: a Cloud Dataflow streaming job to create text files in Cloud Storage buckets.
- Trigger: Cloud Composer triggers the spark jobs based on text files to process and group them to produce desired output as one record per impression, a logical group of events.
- Deploy: Cloud Build is then used to automate all deployments.
Thus far, all Google cloud managed services work together to ingest, store and trigger the orchestration, all of which are scalable based on configurations including autoscaling capabilities.
- Visualization: A visualization tool reads data from BigQuery to compute pre-aggregations required for each dashboard.
- Data Model Evolution considerations: Though the solution served the purpose of creating pre-aggregations, as the data model evolved by adding a column or creating a new table, it led to recreating pre-aggregations and querying the data again. Alternatively, creating aggregate tables as an extra output of current ETLs seemed like a viable option. However, this would increase the cost and complexity of jobs. A similar situation to reprocess or update aggregated tables would occur as data is updated.
Precomputed views of data that is periodically cached are critical to reach the audience with the right message at the right time.
- Performance: In order to increase the performance of the platform, we need to have regularly precomputed views of the data, cached .
- Materialized Views: Consumers of these views needed faster response times, to consume fewer resources and output only the changes in comparison to a base table. BigQuery Materialized views were used to solve this very requirement. Materialized views have been highly leveraged to optimize the design resulting in lesser maintenance and access to fresh data with high performance with a relatively low technical investment in creating and maintaining SQL code.
- Dashboards: Application dashboards pointing to the Materialized views are highly performant and provide a view into fresh data.
- Custom Reports with Vertex AI Notebooks: Vertex AI notebooks directly read data from BigQuery to produce custom reports for a subset of customers. Vertex AI has been hugely beneficial to data analysts, where an environment with pre-installed libraries simplifies the readiness to use. Vertex AI Workbench notebooks are used to share these reports within the team allowing them to work always on the cloud without having the need to download data at any time. Besides, it increases the velocity to develop and test ML models faster.
The NEXT platform has yielded benefits such as customers having the ability to create unique consumer journeys powered by AI / ML personalization triggers, using first-party data and business intelligence tools to capitalize on real-time creative intelligence, which is a dashboard to measure campaign performance for cross-functional teams to analyze the impact of Ad content experience at a granular level. All of these while ensuring controlled access to data to enrich data without moving across clouds. The NEXT platform can keep up with increased demands for agility, scalability and reliability through the underlying usage of Google Cloud.
Partnering with Google, in the context of the Google Built with BigQuery program has surfaced the differentiated value in areas of creating interactive personalized Ads by using real-time data. In addition, by sharing this data across organizations as assets, ML models have fueled higher levels of innovation. Connected-Stories plan to deepen the penetration into the entire spectrum of services offered in the AI/ML area to enhance core functionality and provide newer capabilities to the platform.
Click here to learn more about Connected-Stories NEXT Platform capabilities.
The Built with BigQuery Advantage for ISVs
Through Built with BigQuery, launched in April ‘22 as part of Google Data Cloud Summit, Google is helping tech companies like Connected-Stories co-innovate in building applications that leverage Google’s data cloud with simplified access to technology, helpful and dedicated engineering support, and joint go-to-market programs. Participating companies can:
- Get started fast with a Google-funded, pre-configured sandbox.
- Accelerate product design and architecture through access to designated technical experts from the ISV Center of Excellence who can share insights from key use cases, architectural patterns, and best practices encountered in the field.
- Amplify success with joint marketing programs to drive awareness, generate demand, and increase adoption.
The Google Data Cloud spectrum of products and specifically BigQuery give ISVs the advantage of a powerful, highly scalable data warehouse that’s integrated with Google Cloud’s open, secure, sustainable platform. And with a huge and expanding partner ecosystem and support for multi-cloud, open source tools and APIs, Google provides technology companies the portability and extensibility they need to avoid data lock-in and exercise choice.
We thank the Google Cloud and Connected-Stories team members who co-authored the blog: Connected-Stories: Luna Catini, Marketing Director, Google: Sujit Khasnis, Cloud Partner Engineering
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Smart analytics: Deep dive on roadmap
Data across organizations is growing and that organizations need a very strong analytics platform to leverage this data create insights and make real-time decisions on top of this data.
That’s driving the advent of three large trends. First is the convergence of data lakes and data warehouses, that’s enable organizations to maximize the value of their data.
Second, is the growing phenomena of real-time decision-making which is forcing enterprises to think of how they can support the needs of batch processing and streaming data.
Finally, there is the rise of artificial intelligence and machine learning, which allows enterprises to leverage their data and create competitive differentiation.
With this background, Sudhir Hasbe, Director of Product Management, Data Analytics, Google Cloud, walks us through Google Cloud’s smart analytics offerings—and what’s new.
He takes us on a tour through the technical value of Google Cloud’s smart analytics platform end-to-end. He provides a comprehensive overview and demos what’s new and what’s next in Google Cloud’s smart analytics portfolio across products like BigQuery, Dataflow, Dataproc, Data Fusion, PubSub, Data Catalog, Dataprep, and Looker.
FAQs: Everything Your Need to Know About Cloud Computing

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There are a number of terms and concepts in cloud computing, and not everyone is familiar with all of them. To help, we’ve put together a list of common questions, and the meanings of a few of those acronyms. You can find all these, and many more, in our learning resources.
What are containers?
Containers are packages of software that contain all of the necessary elements to run in any environment. In this way, containers virtualize the operating system and run anywhere, from a private data center to the public cloud or even on a developer’s personal laptop. Containerization allows development teams to move fast, deploy software efficiently, and operate at an unprecedented scale. Read more.
Containers vs. VMs: What’s the difference?
You might already be familiar with VMs: a guest operating system such as Linux or Windows runs on top of a host operating system with access to the underlying hardware. Containers are often compared to virtual machines (VMs). Like virtual machines, containers allow you to package your application together with libraries and other dependencies, providing isolated environments for running your software services. However, the similarities end here as containers offer a far more lightweight unit for developers and IT Ops teams to work with, carrying a myriad of benefits. Containers are much more lightweight than VMs, virtualize at the OS level while VMs virtualize at the hardware level, and share the OS kernel and use a fraction of the memory VMs require. Read more.
What is Kubernetes?
With the widespread adoption of containers among organizations, Kubernetes, the container-centric management software, has become the de facto standard to deploy and operate containerized applications. Google Cloud is the birthplace of Kubernetes—originally developed at Google and released as open source in 2014. Kubernetes builds on 15 years of running Google’s containerized workloads and the valuable contributions from the open source community. Inspired by Google’s internal cluster management system, Borg, Kubernetes makes everything associated with deploying and managing your application easier. Providing automated container orchestration, Kubernetes improves your reliability and reduces the time and resources attributed to daily operations. Read more.
What is microservices architecture?
Microservices architecture (often shortened to microservices) refers to an architectural style for developing applications. Microservices allow a large application to be separated into smaller independent parts, with each part having its own realm of responsibility. To serve a single user request, a microservices-based application can call on many internal microservices to compose its response. Containers are a well-suited microservices architecture example, since they let you focus on developing the services without worrying about the dependencies. Modern cloud-native applications are usually built as microservices using containers. Read more.
What is ETL?
ETL stands for extract, transform, and load and is a traditionally accepted way for organizations to combine data from multiple systems into a single database, data store, data warehouse, or data lake. ETL can be used to store legacy data, or—as is more typical today—aggregate data to analyze and drive business decisions. Organizations have been using ETL for decades. But what’s new is that both the sources of data, as well as the target databases, are now moving to the cloud. Additionally, we’re seeing the emergence of streaming ETL pipelines, which are now unified alongside batch pipelines—that is, pipelines handling continuous streams of data in real time versus data handled in aggregate batches. Some enterprises run continuous streaming processes with batch backfill or reprocessing pipelines woven into the mix. Read more.
What is a data lake?
A data lake is a centralized repository designed to store, process, and secure large amounts of structured, semistructured, and unstructured data. It can store data in its native format and process any variety of it, ignoring size limits. Read more.
What is a data warehouse?
Data-driven companies require robust solutions for managing and analyzing large quantities of data across their organizations. These systems must be scalable, reliable, and secure enough for regulated industries, as well as flexible enough to support a wide variety of data types and use cases. The requirements go way beyond the capabilities of any traditional database. That’s where the data warehouse comes in. A data warehouse is an enterprise system used for the analysis and reporting of structured and semi-structured data from multiple sources, such as point-of-sale transactions, marketing automation, customer relationship management, and more. A data warehouse is suited for ad hoc analysis as well custom reporting and can store both current and historical data in one place. It is designed to give a long-range view of data over time, making it a primary component of business intelligence. Read more.
What is streaming analytics?
Streaming analytics is the processing and analyzing of data records continuously rather than in batches. Generally, streaming analytics is useful for the types of data sources that send data in small sizes (often in kilobytes) in a continuous flow as the data is generated. Read more.
What is machine learning (ML)?
Today’s enterprises are bombarded with data. To drive better business decisions, they have to make sense of it. But the sheer volume coupled with complexity makes data difficult to analyze using traditional tools. Building, testing, iterating, and deploying analytical models for identifying patterns and insights in data eats up employees’ time. Then after being deployed, such models also have to be monitored and continually adjusted as the market situation or the data itself changes. Machine learning is the solution. Machine learning allows businesses to enable the data to teach the system how to solve the problem at hand with machine learning algorithms—and how to get better over time. Read more.
What is natural language processing (NLP)?
Natural language processing (NLP) uses machine learning to reveal the structure and meaning of text. With natural language processing applications, organizations can analyze text and extract information about people, places, and events to better understand social media sentiment and customer conversations. Read more.
Learn more
This is just a sampling of frequently asked questions about cloud computing. To learn more, visit our resources page at cloud.google.com/learn.
Everything You Want to Know About Google Cloud’s AI-Enabled Talent Solution: From What It Is to How to Use it

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First, What is Google Cloud Talent Solution?
Cloud Talent Solution is a service that brings machine learning to the job search experience, returning high quality results to job seekers far beyond the limitations of typical keyword-based methods. Once integrated with your job content, Cloud Talent Solution automatically detects and infers various kinds of data, such as related titles, seniority, and industry.
Show Me How it Works
Try it online now.
Show Me an Example of Who’s Using It
There’s a number of enterprises leveraging this service. Here are a few easy-to-watch examples
Watch how FedEx Ground Employs Google Cloud Talent Solution
Read how Johnson & Johnson is Reimagining Recruiting with Jibe and Google
How Much Does it Cost?

Ok, Let’s See How it Works
Google Submits Two Large Language Model Benchmarks into the Open Division

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Recently, models with billions or trillions of parameters have shown significant advances in machine learning capabilities and accuracy. For example, Google’s LaMDA model is able to engage in a free-flowing conversation with users about a large variety of topics. There is enormous interest within the machine learning research and product communities in leveraging large models to deliver breakthrough capabilities. The high computational demand of these large models requires an increased focus on improving the efficiency of the model training process, and benchmarking is an important means to coalesce the ML systems community towards realizing higher efficiencies.
In the recently concluded MLPerf v1.1 Training round1, Google submitted two large language model benchmarks into the Open division, one with 480 billion parameters and a second with 200 billion parameters. These submissions make use of publicly available infrastructure, including Cloud TPU v4 Pod slices and the Lingvo open source modeling framework.
Traditionally, training models at these scales would require building a supercomputer at a cost of tens or even hundreds of millions of dollars – something only a few companies can afford to do. Customers can achieve the same results using exaflop-scale Cloud TPU v4 Pods without incurring the costs of installing and maintaining an on-premise system.
Large model benchmarks
Google’s Open division submissions consist of a 480 billion parameter dense Transformer-based encoder-only benchmark using TensorFlow and a 200 billion-parameter JAX benchmark. These models are architecturally similar to MLPerf’s BERT model but with larger dimensions and number of layers. These submissions demonstrate large model scalability and high performance on TPUs across two distinct frameworks. Notably, these benchmarks, with their stacked transformer architecture, are fairly comparable in terms of their compute characteristics with other large language models.

Our two submissions were benchmarked on 2048-chip and 1024-chip TPU v4 Pod slices, respectively. We were able to achieve an end-to-end training time of ~55 hours for the 480B parameter model and ~40 hours for the 200B parameter model. Each of these runs achieved a computational efficiency of 63%- calculated as a fraction of floating point operations of the model together with compiler rematerialization over the peak FLOPs of the system used2.
Next-generation ML infrastructure for large Model training
Achieving these impressive results required a combination of several cutting edge technologies. First, each TPU v4 chip provides more than 2X the compute power of a TPU v3 chip – up to 275 peak TFLOPS. Second, 4,096 TPU v4 chips are networked together into a Cloud TPU v4 Pod by an ultra-fast interconnect that provides 10x the bandwidth per chip at scale compared to typical GPU-based large scale training systems. Large models are very communication intensive: local computation often depends on results from remote computation that are communicated across the network. TPU v4’s ultra-fast interconnect has an outsized impact on computational efficiency of large models by eliminating latency and congestion in the network.

The performance numbers demonstrated by our submission also rely on our XLA linear algebra compiler and leverage the Lingvo framework. XLA transparently performs a number of optimizations, including GSPMD based automatic parallelization of many of the computation graphs that form the building blocks of the ML model. XLA also allows for reduction in latency by overlapping communication with the computations. Our two submissions demonstrate the versatility and performance of our software stack across two frameworks, TensorFlow and JAX.
Large models in MLPerf
Google’s submissions represent an important class of models that have become increasingly important in ML research and production, but are currently not represented in MLPerf’s Closed division benchmark suite.
We believe that adding these models to the benchmark suite is an important next step and can inspire the ML systems community to focus on addressing the scalability challenges that large models present.
Our submissions demonstrate 63% computational efficiency, cutting edge in the industry. This high computational efficiency enables higher experimentation velocity through faster training. This directly translates into cost savings for Google’s Cloud TPU customers.
Please visit the Cloud TPU homepage and documentation to learn more about leveraging Cloud TPUs using TensorFlow, PyTorch, and JAX.
1. The MLPerf name and logo are trademarks of MLCommons Association in the United States and other countries. All rights reserved. Unauthorized use is strictly prohibited. See www.mlcommons.org for more information.
2. Computational efficiency and end-to-end training time are not official MLPerf metrics
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Google Cloud’s ML-based Image Classification App: A Key to Global Wildlife Conservation
Wildlife provides critical benefits to support nature and people. Unfortunately, wildlife is slowly but surely disappearing from our planet and we lack reliable and up-to-date information to understand and prevent this loss. By harnessing the power of technology and science, we can unite millions of photos from [motion sensored cameras] around the world and reveal how wildlife is faring, in near real-time…and make better decisions
wildlifeinsights.org/about
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