Eng | Senthil

Behind the Scenes: Building a Robust Ads Event Processing Pipeline

Kinesh Satiya IntroductionIn a digital advertising platform, a robust feedback system is essential for the lifecycle and success of an ad campaign. This system comprises of diverse sub-systems designed to monitor, measure, and optimize ad campaigns. At Netflix, we embarked on a journey to build a robust event processing platform that not only meets the current demands but also scales for future needs. This blog post delves into the architectural evolution and technical decisions that underpin our Ads event processing pipeline. ...

Design system annotations, part 1: How accessibility gets left out of components

<!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN" "http://www.w3.org/TR/REC-html40/loose.dtd"> When it comes to design systems, every organization tends to be at a different place in their accessibility journey. Some have put a great deal of work into making their design system accessible while others have a long way to go before getting there. To help on this journey, many organizations rely on accessibility annotations to make sure there are no access barriers when a design is ready to be built. ...

Design system annotations, part 2: Advanced methods of annotating components

<!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN" "http://www.w3.org/TR/REC-html40/loose.dtd"> In part one of our design system annotation series, we discussed the ways in which accessibility can get left out of design system components from one instance to another. Our solution? Using a set of “Preset annotations” for each component with Primer. This allows designers to include specific pre-set details that aren’t already built into the component and visually communicated in the design itself. ...

Incident Report: Spotify Outage on April 16, 2025

Pascal's Law

Accelerating GPU indexes in Faiss with NVIDIA cuVS

Meta and NVIDIA collaborated to accelerate vector search on GPUs by integrating NVIDIA cuVS into Faiss v1.10, Meta’s open source library for similarity search. This new implementation of cuVS will be more performant than classic GPU-accelerated search in some areas. For inverted file (IVF) indexing, NVIDIA cuVS outperforms classical GPU-accelerated IVF build times by up to 4.7x; and search latency is reduced by as much as 8.1x. For graph indexing, CUDA ANN Graph (CAGRA) outperforms CPU Hierarchical Navigable Small World graphs (HNSW) build times by up to 12.3x; and search latency is reduced by as much as 4.7x. The Faiss library The Faiss library is an open source library, developed by Meta FAIR, for efficient vector search and clustering of dense vectors. Faiss pioneered vector search on GPUs, as well as the ability to seamlessly switch between GPUs and CPUs. It has made a lasting impact in both research and industry, being used as an integrated library in several databases (e.g., Milvus and OpenSearch), machine learning libraries, data processing libraries, and AI workflows. Faiss is also used heavily by researchers and data scientists as a standalone library, often paired with PyTorch. ...

First-party tags in seconds: Cloudflare integrates Google tag gateway for advertisers

If you’re a marketer, advertiser, or a business owner that runs your own website, there’s a good chance you’ve used Google tags in order to collect analytics or measure conversions. A Google tag is a single piece of code you can use across your entire website to send events to multiple destinations like Google Analytics and Google Ads. Historically, the common way to deploy a Google tag meant serving the JavaScript payload directly from Google’s domain. This can work quite well, but can sometimes impact performance and accurate data measurement. That’s why Google developed a way to deploy a Google tag using your own first-party infrastructure using server-side tagging. However, this server-side tagging required deploying and maintaining a separate server, which comes with a cost and requires maintenance. ...

Measuring Dialogue Intelligibility for Netflix Content

Enhancing Member Experience Through Strategic Collaboration Ozzie Sutherland, Iroro Orife, Chih-Wei Wu, Bhanu Srikanth At Netflix, delivering the best possible experience for our members is at the heart of everything we do, and we know we can’t do it alone. That’s why we work closely with a diverse ecosystem of technology partners, combining their deep expertise with our creative and operational insights. Together, we explore new ideas, develop practical tools, and push technical boundaries in service of storytelling. This collaboration not only empowers the talented creatives working on our shows with better tools to bring their vision to life, but also helps us innovate in service of our members. By building these partnerships on trust, transparency, and shared purpose, we’re able to move faster and more meaningfully, always with the goal of making our stories more immersive, accessible, and enjoyable for audiences everywhere. One area where this collaboration is making a meaningful impact is in improving dialogue intelligibility, from set to screen. We call this the Dialogue Integrity Pipeline. ...

Messaging Patterns Explained: Pub-Sub, Queues, and Event Streams

Modern software rarely lives on one machine anymore. Services run across clusters, web applications are dynamically rendered on the browser, and data resides on a mix of cloud platforms and in-house data centers. In such a scenario, coordination becomes harder, latency becomes visible, and reliability is crucial. In this environment, messaging patterns become a key implementation detail. When two services or applications need to talk, the simplest move is a direct API call. It’s easy, familiar, and synchronous: one service waits for the other to respond. But that wait is exactly where things break. ...