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Jellyfish: A serverless microarchitecture automates and optimizes Google Marketing campaigns

About Jellyfish

Jellyfish is a digital marketing and Google Cloud partner that specializes in leading digital transformation projects. It has 40 offices spread across the UK, US, EU, APAC, and South Africa, serving some of the world’s largest brands.

Industries: Technology
Location: France

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Jellyfish built a serverless microarchitecture for its Autopause Google Marketing Platform campaign management system, creating a flexible, scalable tool that optimizes media buying.

Google Cloud results

  • Serverless solution saves 50% of time spent on startup project phase
  • Saves client time by making calls to the API concurrently instead of sequentially
  • Helps clients stay on budget and cut costs
  • Eliminates human error in the media buying process
  • Microarchitecture makes it five times faster to migrate, upgrade, and run new versions

Scalable microarchitecture automates media campaigns

Digital transformation isn’t just a buzzword, it’s a journey that every business and organization needs to be on to stay relevant. Digital marketing partner Jellyfish prepares and steers its customers on this ride. It combines traditional agency services with training and consultancy, covering everything from ad measurement to data analysis, creative content to technological deployment. Headquartered in London, UK, Jellyfish employs over 2,500 digital experts across its 40 global locations and works with some of the world’s best-known brands, as well as smaller names.

“When we are looking for a new tech solution, we first check to see if it is something that Google offers. If it is, we go for it because we know from years of working with Google that it can be trusted to deliver, evolve, and scale with us.”

Dia Al Jrab, VP Engineering, Jellyfish

Google is an important component in Jellyfish’s digital transformation toolbox. Jellyfish has been a Google Analytics Certified Partner since 2012, a Google Marketing Platform Certified Partner since 2015, and a Google Cloud Certified Partner since July 2017 and it offers training and support for all aspects of these platforms. As Jellyfish has grown, it has added more Google products to its internal operations and its client offering. “When we are looking for a new tech solution, we first check to see if it is something that Google offers. If it is, we go for it because we know from years of working with Google that it can be trusted to deliver, evolve, and scale with us,” explains Dia Al Jrab, VP of Engineering at Jellyfish.

“Google Cloud is so easy to find your way around, it can grow with us, and, of course, it can communicate with Google Marketing Platform, which saves us a lot of time and complexity in terms of development.”

Alexis Delaplace, Senior Product Architect, Jellyfish

Ironing out client pain points

When Jellyfish began to develop its cloud-native Autopause solution, to enable media buyers to monitor and automate media campaigns running on the Google Marketing Platform, it once again turned to Google Cloud. Autopause is an autopilot that monitors and catches where something has been wrongly programmed or where something is going over budget, and it stops it before it happens. It removes the element of human error.

Explaining the aims of Autopause, Alexis Delaplace, Senior Product Architect at Jellyfish, says: “We are always trying to anticipate the needs of our clients, and Autopause was created in response to media buyers’ desire to have more control over their Google Marketing Platform campaigns, to ensure that their campaign delivery is on track and that they are not overspending.”

Jellyfish opted to build Autopause on Google Cloud because it had been working with it for years and knew that it would be easy to configure using microarchitecture and, crucially, that it would allow the product to effortlessly scale up and down. “Google Cloud is so easy to find your way around, it can grow with us, and, of course, it can communicate with Google Marketing Platform, which saves us a lot of time and complexity in terms of development,” says Delaplace.

Building blocks that support different use cases

The Autopause microservice architecture is made up of multiple component parts, and several Google Cloud products are used in its deployment. The front end runs on App Engine, which communicates with the API. To ensure that it loads up and down quickly, the API uses the fully managed and scalable environment for running containerized apps, Cloud Run, and it then communicates with the behavior driven development element via the relational database Cloud SQL.

“For the really data-intensive tasks and for storing and syncing app data, we use Firestore. And we use Cloud Functions for cloud run tests and for prepping the service schedule, so that Autopause, which has to communicate with several APIs and platforms, can scale up quickly in bursts as required, and then go back down to zero,” says Antoine Puyo, Software Engineer at Jellyfish. Had Jellyfish opted to use an on-premises server, Autopause would have to be always on.

The serverless solution also speeds up the calls to the API, because it doesn’t have to make the calls sequentially, it can make them concurrently. “Say we have a client with 10 advertisers requiring 500 insertion orders: if we had to make those calls in sequence, it would take 500 seconds, but we can run them all concurrently, saving approximately 500 seconds,” explains Puyo.

Building Autopause in blocks of software also means it needs only to adjust the relevant elements when the system needs to be tweaked, which is far more cost-effective than having to overhaul an entire system. “We would have had a lot of problems if it was monolithic,” says Olivier Renaud, Engineering Director at Jellyfish. “The microservice architecture allows us to modify parts of Autopause quickly, which was particularly helpful at the prototype stage. We can run any updated version directly in the cloud, in a production-like environment. For Autopause, which has more than five different services, it is five times faster to migrate, upgrade, and run a new version because we can parallelize all the services updates.”

“We can make enhancements to Autopause to improve the system and adapt it for local markets and new additions to the business, but now, thanks to Google Cloud, we can really focus on the business side of the software and ensure that our clients make the most of it.”

Olivier Renaud, Engineering Director, Jellyfish

Creating a solution that seamlessly integrates with Google Marketing Platform

Autopause had to integrate seamlessly with the Google Marketing Platform, and the ease with which Jellyfish’s non-technical clients can navigate the product is proof that it has delivered on this.

“Autopause is like a wrapper around the Google Marketing Platform interface,” explains Delaplace. “Through it, you can manage all your accounts and campaigns. Whether it’s managing a Cloud Run or a Cloud Function, all the tools on Autopause are easy to use and play around with.” Jellyfish’s clients also now feel more relaxed when running campaigns on the Google Marketing Platform, because they know that they are being monitored 24/7.

Despite the COVID-19 pandemic causing a disruptive shift to homeworking, Autopause was released on time. Jellyfish puts this down to the serverless solution and microarchitecture that helped to decrease time to innovation. While it was developed in France, Autopause is now being used across the company’s global markets, which have greatly expanded following a series of recent acquisitions.

Renaud concludes: “We can make enhancements to Autopause to improve the system and adapt it for local markets and new additions to the business, but now, thanks to Google Cloud, we can really focus on the business side of the software and ensure that our clients make the most of it.”

Tell us your challenge. We're here to help.

Contact us

About Jellyfish

Jellyfish is a digital marketing and Google Cloud partner that specializes in leading digital transformation projects. It has 40 offices spread across the UK, US, EU, APAC, and South Africa, serving some of the world’s largest brands.

Industries: Technology
Location: France