The Fifth Elephant 2015

A conference on data, machine learning, and distributed and parallel computing

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Real Time Bid Modification @ Million Requests per second...


Jatinder Singh


Learning around building high performance software systems a capable of handling million requests per second while keeping response time under 10 ms.


1.) The talk introduce users to basics of digital advertisements
2.) The business case needing requiring a system with high performance and low latency
3.) Challenges faced while building the system capable to handle over a million requests per second

Speaker bio

Jatinder is a Principal Software Engineer at Media IQ Digital, An analytics technology company unlocking insights to drive business growth. He leads the high performance engineering team in Media IQ and has over 5 years of experience in building software solutions that can scale.

He is also the author maelstorm a high performance http server as a hobby project for C10K problem solution. But same has been optimized for performance and forms the backbone for high performance solutions @ Media IQ.

He is also a contributor to open source project netty which provides performant low level networking libraries in java.