How OnlineSales.ai and Google Cloud Helped TATA 1mg Increase Ad Revenue by 700%

1373
Of your peers have already read this article.
3:30 Minutes
The most insightful time you'll spend today!
Editor’s note: We invited partners from across our retail ecosystem to share stories, best practices, and tips and tricks on how they are helping retailers transform during a time that continues to see tremendous change. This original blog post was published by OnlineSales.ai. Please enjoy this updated entry from our partner.

Tata’s online healthcare entity, Tata 1mg, aims to revolutionize how a consumer finds the right healthcare professional for their needs. The platform offers e-pharmacy services, diagnostics, and health content and has more than 200,000 active brands in its rapidly expanding list of suppliers, sellers and manufacturers. Several of these brands would need regular involvement from the marketplace team in order to set up and run ad campaigns. As one of the largest platforms, Tata 1mg approached OnlineSales.ai to address their growing needs for an efficient Retail Media Monetisation suite to help scale up their existing monetisation efforts.
Tata 1mg needed more data-driven insights and customizability for their monetisation efforts
Tata 1mg saw several challenges that they needed to address.
- Manual effort: Tata 1mg marketplace team’s monetization process was largely manual and required heavy time and resource investment to activate advertisers, which subsequently ate into their overall ad revenues.
- Non-scalable framework: Given the fast-growing number of advertisers on their marketplace – well into the hundreds of thousands – it became increasingly clear that their existing monetization framework was not scalable.
- Inadequate reporting & analytics: The existing framework facilitated only simple reporting, and brands were not able to draw the deep insights they needed to make data-led decisions and refine their advertising ROIs.
- Steep learning curve: Several brands lacked dedicated advertising experts who could bring the experience and skills needed to plan successful ad campaigns and optimize budgets. The involved learning curve led to increased advertiser-churn.
- Lack of personalized offerings: The manual nature of Tata 1mg’s monetization framework left little room for customizability, and account managers could offer very little in terms of tailored ad-buying experiences to different types of advertisers.
All of these issues led to regular revenue leakage. Tata 1mg realized the need for a central platform that addressed the above-mentioned issues and would also be able to cater to new ad channels and the requirements thereof. Developing such a solution in house was evaluated, but was found to be expensive and would require a lot of time to build.
OnlineSales.ai’s AI/ML-powered solution on Google Cloud offered the automation and flexibility to support modern omnichannel advertising needs
Therefore, Tata 1mg looked to OnlineSales.ai Monetize, an AI/ML-powered retail media monetisation suite on Google Cloud, to help address their needs for a cloud-based monetisation platform that offered the flexibility to support omnichannel advertising models, had automation built in to reduce manual tasks, provided detailed intelligence and analytics, and delivered quick, reliable scalability.
- White labeled self-serve platform: OnlineSales.ai’s retail media platform was implemented within a short 4 weeks. After thorough testing and implementation, the platform was successfully launched, and enabled sellers to run ads on a fully self-serve platform. This required zero involvement from the Tata team.
- Unified omni channel buying: The team at OnlineSales.ai worked closely with the platform’s core teams to activate and mobilize various advertising products through a self-serve platform, while simultaneously addressing any unique requirements they had.
- Omnichannel analytics with AI-led suggestions: Sellers are now also able to generate detailed reports that provide them critical insights into campaigns, and help them make better use of their budgets – enhancing their experience and interest in advertising on the platform.
- Personalized buying experiences: The tailored UX offered by OnlineSales.ai’s Monetize helped Tata engage brands of all levels in technical aptitude to use the platform easily. This also allowed admins to configure what types of inventories were available to different brands or advertiser segments.
OnlineSales.ai makes use of Google Cloud Dataflow to facilitate computations on real-time streaming. Microservices are deployed on the Google Kubernetes Engine (GKE) platform due to the solution’s well-known ability to handle scale.
In addition, Dataproc is used by the company to run batch processing apps while Cloud Load Balancing helps manage traffic across different regions; all at scale. Onlinesales.ai also uses Memorystore as a database for their ad servers in order to have very low latency, and deploys BigQuery to run analytical applications and facilitate powerful reporting. The bulk of their office applications are deployed on different VMs on Compute Engine, and the company also makes use of Cloud Storage for data storage and transfers between applications.
Learn more about OnlineSales.ai available on the Google Cloud Marketplace.
About OnlineSales.ai
OnlineSales.ai, offers a fully white labeled retail media platform which helps retailers unlock additional revenue by activating advertising real estate on their platform. With its AI/ML-powered solution, OnlineSales.ai allows retailers to turn brands of all sizes into advertisers – at scale. Its self-serve platform simplifies the ad buying process, and enhances outcomes with smart automation, boosting ad retailers’ ad revenues by multiples.
FAQs: Everything Your Need to Know About Cloud Computing

6607
Of your peers have already read this article.
1:30 Minutes
The most insightful time you'll spend today!
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.
Manhattan Associates and Google Cloud: How the Partnership Accelerates Future of Digital Retail

4965
Of your peers have already read this article.
1:30 Minutes
The most insightful time you'll spend today!
While the shift to digital business and the cloud has been well under way for some years now, organizations today have a new sense of urgency due to COVID-19. Delivering digital transformation is no longer a ‘nice to have’ option, rather, it is an operational imperative. Taking advantage of the infrastructure, platform and solution gains that cloud and microservices architecture provide is a must for brands today.
At Google Cloud, we understand the pressures and challenges organizations of all sizes, across all industries are facing. The pandemic has dramatically impacted global commerce at-large, exposing (for many organizations across multiple sectors) gaps in omnichannel capabilities, business continuity and forecasting plans, not to mention spots in supply chain agility, resilience and responsiveness.
A rapidly evolving consumer-driven commerce landscape has put innovation squarely in the spotlight for supply chain teams all over the world, with the effects of the global pandemic making it increasingly difficult for manufacturers, wholesalers, third party logistics providers and retailers (in particular) to weather the perfect storm of fast-moving consumer trends and a need for ‘always on’ digital innovation.
These same effects have driven increasing interest and uptake of technology like the Manhattan Active® suite of solutions, as well as our own cloud platform; both of which afford organizations the levels of agility, flexibility and scalability needed to insulate their people, processes and long-term business strategies against unforeseen future obstacles such as global pandemics or international trade disputes.
An excellent example of this agility, flexibility and scalability in action is PVH’s response to the global pandemic. One of the most admired fashion and lifestyle companies with such iconic brands as Calvin Klein, TOMMY HILFIGER, Van Heusen, and IZOD, PVH was forced to temporarily close its physical stores and, as a result, experienced a sudden massive increase in online sales. The retailer was able to quickly pivot by adjusting its business rules in Manhattan Distributed Order Management (part of Manhattan Active Omni) to expose store inventory to online consumers and reroute its fulfillment processes. Thanks to Manhattan’s solution delivered through Google Cloud, in a matter of days, PVH was able to leverage both its distribution centers and vast store network to fulfill its online orders.
“The events of 2020 have accelerated retail and ecommerce operations forward,” said David Herridge, executive vice president of Global Value Chain Technologies for PVH. “With quick, creative thinking and the right partner, we were able to pivot operations, satisfy our customers and prepare for the future.”
Manhattan’s products have been recognized for their ability to solve real-world challenges through innovation, and used by many of the world’s top brands to solve some of their most complex commerce and supply chain challenges: the latest recognition is Manhattan’s position as sole leader in the 2021 Forrester Wave™ for Order Management Solutions.
Since December 2018, Google Cloud has been collaborating closely with the team at Manhattan and its ‘always on’, versionless approach to innovation. And, during the last two and a half years, Manhattan has significantly accelerated its cloud-first solutions and market adoption, resulting in tremendous growth in its overall cloud business efforts.
By building cloud native solutions on Google Cloud, the teams at Manhattan continue to deliver the high-performance, elastic, high-redundancy, secure solutions their customers rely on. Moreover, it means both Google Cloud and Manhattan continue to innovate and push the boundaries of what is possible in terms of the supply chain and omnichannel innovations that underpin global commerce – innovation that is needed more now than maybe ever before.
Our commitment to distributed cloud solutions and ongoing innovation, not to mention the fact Google Cloud operates a net carbon-neutral cloud, means that the working partnership between both industry leading teams continues to be a perfect match of brand values; not just from a technology perspective, but also a long-term sustainability and environmental one too.
More information on the partnership can be found here.
Achieving MLOps Excellence with Google Cloud and Equinix Collaboration

1233
Of your peers have already read this article.
3:30 Minutes
The most insightful time you'll spend today!
In recent years, machine learning (ML) has gained tremendous popularity as a powerful tool for solving complex problems across various domains. However, building and deploying ML models at scale can be challenging, as it involves a range of tasks such as data preparation, feature engineering, model training, deployment, monitoring, maintenance and so on.
According to “The Art of AI maturity” report published by Accenture “87% of data science projects never make it into production.” This is where MLOps comes in – it can help to address the core challenges by providing a framework for managing the entire ML lifecycle, from data collection and preparation to model development, testing, and deployment. It also reduces the time from ML model development to production and increases the success rate of ML projects.
In Google Cloud, we understand how important MLOps is to successfully productionize ML models. So we collaborated with Equinix, the world’s digital infrastructure company™ and a leader in global colocation data center market share, with 248 data centers in 27 countries on five continents. We helped them by providing the advisory services on the MLOps best practices and architecture.
Let’s take a sneak peek at the MLOps requirements at Equinix and the final architecture that was proposed.
What does MLOps mean for Equinix?
After multiple discovery sessions with the Equinix Team, we identified the core requirements and pain points to address in their new MLOps architecture:
- Reusability: Components such as features and pipeline components should be reused across projects to reduce costs and improve efficiency.
- Foundations: The foundations of the infrastructure, such as environments, folder structure, and project hierarchy, should be well-designed to support scalability and reliability.
- Early identification of problems: Problems should be identified early by including data validation, notifications, and retry mechanisms.
- Cost optimization: Costs should be optimized by paying only for what is used.
- Enterprise CI/CD requirements: Enterprise CI/CD requirements should be met by integrating with GitHub and GitActions.
- Scaling: The infrastructure must scale to support future growth.
- Security: Enterprise security requirements should be met in terms of IAM roles, network, etc.
MLOps Architecture
Based on the above requirements from Equinix, key design considerations were made for example – using Vertex AI Feature Store instead of Big Query for online feature serving, using DataFlow for pre-processing vs using the existing python based pre-processing and so on. After carefully assessing all the alternatives, the below reference architecture for MLOps in GCP was proposed:

Reference architecture for MLOPs using GCP is illustrated in Figure 1. This architecture includes the following pipeline stages:
- Vertex AI Workbench enables data scientists to quickly explore new ideas and develop/experiment new models. The source code is saved in GitHub repository
- Github Actions with self-hosted runners are integrated with Github as the source code repository. This enables continuous integration of code, quality and security scans. The artifacts generated during the process are saved in Artifact Registry and Google Cloud Storage. These artifacts are deployed to implement the pipeline.
- Unit tests and integration tests can be performed during the continuous integration in Github Actions with self-hosted runners. End-to-end tests are performed on demand in the continuous integration pipeline.
- Metadata about the artifacts is generated and saved in Vertex ML Metadata.
- Automated triggers can be enabled to run pipelines. For example, one trigger is the availability of new training data. These triggers can run the model training pipeline and the new trained model can be pushed to Vertex AI Model Registry.
- To train a new ML model with new data, the deployed Vertex AI Pipeline is executed.
- To train a new ML model with new implementation, a new pipeline will be deployed through CI/CD pipeline.
“The proposed architecture design covers the requirements and scenarios that we were looking for. As our AI and ML portfolio is growing in scale and complexity, it’s important to follow a clear and up-to-date architecture if we want to keep increasing the value delivered by our solutions. As part of the process, the team also acquired the skills required to fully implement it” according to Bernardo Fernandes, Data Science Senior Manager at Equinix.
Below is the snapshot of the features before and after MLOps implementation at Equinix:

As businesses increasingly rely on machine learning to gain a competitive edge, MLOps has become a critical component of their strategy. By adopting MLOps practices, organizations can achieve faster time-to-market, better performance, and higher ROI for their machine learning initiatives.
Fast track end-to-end deployment with Google Cloud AI Services (AIS)
The partnership between Google Cloud and Equinix is just one of the latest examples of how we’re providing AI-powered solutions to solve complex problems to help organizations drive the desired outcomes. To learn more about Google Cloud’s AI services, visit our AI & ML Products page.
We’d like to give special thanks to Nitin Aggarwal, Vijay Surampudi, Parag Mhatre and Anantha Narayanan Krishnamurthy for their support and guidance throughout the project. We are also grateful to the super awesome collaboration with the Equinix Team (Ravi Pasula and Brendan Coffey, Bernardo Fernandes, Łukasz Murawski, Jakub Michałowski, Sonia Przygocka-Groszyk, Marek Opechowski, Daria Bondara, Nila Velu, Vijay Narayanan, Dharmendra Kumar, Shailesh Sukare, Arunraj Kumar Raje, Seng Cheong Lee).
3254
Of your peers have already watched this video.
24:00 Minutes
The most insightful time you'll spend today!
An Introduction to MLOps on Google Cloud
The enterprise machine learning life cycle is expanding as firms increasingly look to automate their production ML systems.
MLOps is an ML engineering culture and practice that aims at unifying ML system development and ML system operation enabling shorter development cycles, increased deployment velocity, and more dependable releases in close alignment with business objectives.
In this video, Nate Keating, Product Manager, Google Cloud, will define and give an overview of MLOps and the discuss the challenges at play. He then shares where data science teams are today and where Google Cloud sees them going. Finally he will demonstrate a simple framework for MLOps based on real processes that he has seen in practice.
Learn how to construct your systems to standardize and manage the life cycle of machine learning in production with MLOps on Google Cloud.
3961
Of your peers have already watched this video.
1:30 Minutes
The most insightful time you'll spend today!
90-Sec Demos of Truly Incredible Customer Care Calls Powered By AI
How real, fast, and easy do you think an AI-powered call center experience is for customers today?
It’s likely you have seen AI-powered chatbots and are deeply unimpressed with the static nature of the interaction between customers and service representatives.
But that’s not how Google Cloud’s AI-powered contact centers are.
Here have a look yourself. Here’s what a customer from a bank or financial organisation would experience.
And here’s what a customer from a telecom company would experience.
More Relevant Stories for Your Company

Google Migration and BigQuery Brings PedidosYa Closer towards its Goal of Becoming Data-driven
Editor’s note: PedidosYa is the market leader for online food ordering in Latin America, serving 15 markets and over 400 cities. It’s also one of the largest brands within the German multinational company Delivery Hero SE. With over 20 million app downloads, PedidosYa provides the best online delivery experience through

Costa Mesa Sanitary District Demonstrates How Public Utilities Can Leverage ML for Management and Upkeep of Manholes
Local governments are embracing more modern and scalable ways to support their communities. In an effort to save both time and money, Costa Mesa Sanitary District (“CMSD”) used machine learning to automate and streamline manhole maintenance. Manhole maintenance is an essential part of the upkeep of cities. Manholes provide critical

SEED: The 4 Areas of a Well-functioning and Responsible AI
The future of AI is better AI—designed with ethics and responsibility built in from the start. This means putting the brakes on AI-driven transformation until you have a well-functioning strategy and process in place to ensure your models deliver fair outcomes. Failing to recognize this imperative is a threat to

Headless e-Commerce is the Next Big Thing in Retail
Headless Ecommerce In the last couple of years there has been a shift in the way retailers approach ecommerce: where in the past development efforts were prioritized around building a solid foundation for backend transactions and operations now it is clear that companies in this space are focusing on differentiating






