Architecting a Massively Scalable BI Platform: the Microsoft adCenter case study

Microsoft adCenter is the platform that enables customers to advertise through Microsoft’s Bing search engine, Windows Live, and other properties. The Business Intelligence (BI) portion of Microsoft adCenter performs click stream analysis and provides near real-time feedback to advertisers on how their ad words are being used. This massively scalable BI platform, which delivered $1.9 billion in online advertising from Microsoft and partner properties in 2009, was recently upgraded to accommodate new growth as Yahoo! Search and online advertising began moving to the platform in 2010.

In this free, one-hour web seminar, you will learn about some of the challenges of scaling the adCenter infrastructure, as well as how the BI platform can ensure availability and performance. The benefits of upgrading infrastructure components include:

  • Scalability
  • High availability
  • Performance boost
  • Easier management
  • Reduced cost
  • Increased utilization
  • Continuous improvement
  • Power savings


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    Michael Anderson

    Michael Anderson is a Systems Integration Engineer with EMC Symmetrix Partner Engineering based out of Bellevue, WA. He has worked for more than 13 years’ as a storage architect and database systems designer, optimizing Microsoft SQL Server systems starting with version 6.5. His industry experience includes more than a decade working in the Microsoft Information Technology and Online Services divisions. He was an early member of the Bing advertising engine, Microsoft adCenter, helping to Shepard the service from inception to the second largest advertising engine on the internet. He now specializes in SQL server Data Warehouse and Business Intelligence systems. Michael is an author and contributor to several Microsoft and EMC white papers and maintains his SQL performance blog at

    Brian Garrett

    Brian Garrett is the Vice President of ESG Lab, providing independent hands on validation and analysis of emerging technologies in the server, storage, data management and information security industries.

    Prior to joining ESG, Brian was a founder and CTO of I/O Integrity. During his career, Mr. Garrett has created and managed world-class embedded development, performance measurement and test organizations at companies including EMC, Sepaton and Formation.

    Mr. Garrett holds a degree in pure Mathematics from Rutgers University and has been awarded nine patents.

    Akshaya Arora

    Akshaya Arora is a Sr. Software Design Engineer with Microsoft Corporation based in Redmond, WA. He is an expert in design and implementation of Data Warehouse and Business Intelligence systems using SQL Server. His industry experience includes half a dozen years working at Intel Corporation and Microsoft Online Service Division. He was instrumental in growing Microsoft adCenter (2nd largest online advertising portal in world) from a few GB to over 300 TB, while at Intel he led the effort doing capacity planning for their SQL Servers. He holds patents on “managing large value of data using SQL Server efficiently” and also on “optimization of query performance in data marts”. He has also authored publications on “data mining”. He is Computer Science graduate from University of Texas and also completed his Exec Masters in Information Management from University of Washington, Seattle.

    Guru Kirthigavasan

    Guru Kirthigavasan is a Senior Program Manager with Microsoft Corporation based in Redmond, WA. A specialist in Business Intelligence, he has over 11 years of professional experience in developing, implementing and managing Enterprise Data Warehousing and Business Intelligence with a specialization in the Advertising and Financial Services Domain. Before joining Microsoft, Guru worked for Computer Sciences corporation where he helped implement several Marketing and Financial Data Warehouse solutions for Financial Institutions. In his current role at Microsoft Advertising, he manages the SQL based Advertiser Data Warehouse and helps Advertisers by providing them data and business insights to their advertising campaigns. He has a Masters in Computer Science from India.

Conference Registration

  • Your registration includes:
    • On-demand viewing for three months following the event
    • Access to the virtual event video content
    • Live, interactive chat with other attendees, speakers and sponsors
    Not sure you can attend? No problem, all the video content will be available on-demand for three months.
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