--- title: JioHotstar Explains the Distributed Engineering Behind... description: JioHotstar has published an engineering overview of its real-time ad request workflow, detailing how the platform coordinates distributed services to select... canonical: https://daily.dev/posts/jiohotstar-explains-the-distributed-engineering-behind-personalized-ad-requests-at-streaming-scale-9m7kmpinr twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: JioHotstar Explains the Distributed Engineering Behind Personalized Ad Requests at Streaming Scale | daily.dev og:description: JioHotstar has published an engineering overview of its real-time ad request workflow, detailing how the platform coordinates distributed services to select... og:url: https://daily.dev/posts/jiohotstar-explains-the-distributed-engineering-behind-personalized-ad-requests-at-streaming-scale-9m7kmpinr og:image: https://api.daily.dev/og/posts/9M7KMpinR.png og:image:alt: JioHotstar Explains the Distributed Engineering Behind Personalized Ad Requests at Streaming Scale og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # JioHotstar Explains the Distributed Engineering Behind Personalized Ad Requests at Streaming Scale **[InfoQ](https://daily.dev/sources/infoq)** · 3 min read · 0 upvotes · 0 comments ## Summary JioHotstar has published an engineering overview of its real-time ad request workflow, detailing how the platform coordinates distributed services to select and deliver personalized ads during video playback. The system uses a waterfall tiering approach combined with pacing algorithms (PID and SHALE) to select ads from thousands of candidates within a 100ms latency budget, even during high-concurrency live sports events. Key engineering challenges include managing inventory allocation, campaign pacing, failure handling, and cross-team coordination across ad decisioning, tracking, and analytics services. The architecture aligns with industry standards like OpenRTB while adding internal layers for personalization and content-aware targeting. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Similar posts on daily.dev - [Behind the Streams: Real-Time Recommendations for Live Events Part 3](https://daily.dev/posts/behind-the-streams-real-time-recommendations-for-live-events-part-3-5u7i82cck) · Netflix TechBlog · 46 upvotes · 0 comments - [Our Multi-Agent Architecture for Smarter Advertising](https://daily.dev/posts/our-multi-agent-architecture-for-smarter-advertising-jxalp4je2) · Spotify Labs · 28 upvotes · 0 comments - [How Disney Hotstar \(now JioHotstar\) Scaled Its Infra for 60 Million Concurrent Users](https://daily.dev/posts/how-disney-hotstar-now-jiohotstar-scaled-its-infra-for-60-million-concurrent-users-iubf4kue1) · ByteByteGo · 117 upvotes · 1 comments - [The Science of Unified Ranking: Integrating Ads and Organic Recommendations](https://daily.dev/posts/the-science-of-unified-ranking-integrating-ads-and-organic-recommendations-fecxacm1v) · Flipkart Tech · 1 upvotes · 0 comments - [Ensuring Real-time Mobile Personalization Across iOS and Android](https://daily.dev/posts/ensuring-real-time-mobile-personalization-across-ios-and-android-isvxsef07) · Salesforce Engineering · 1 upvotes · 0 comments --- Tags: [#microservices](https://daily.dev/tags/microservices), [#distributed-systems](https://daily.dev/tags/distributed-systems) [View this post on daily.dev](https://daily.dev/posts/jiohotstar-explains-the-distributed-engineering-behind-personalized-ad-requests-at-streaming-scale-9m7kmpinr) ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"JioHotstar Explains the Distributed Engineering Behind Personalized Ad Requests at Streaming Scale","url":"https://daily.dev/posts/jiohotstar-explains-the-distributed-engineering-behind-personalized-ad-requests-at-streaming-scale-9m7kmpinr","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/jiohotstar-explains-the-distributed-engineering-behind-personalized-ad-requests-at-streaming-scale-9m7kmpinr"},"datePublished":"2026-08-05T14:23:51.076Z","dateModified":"2026-08-05T14:24:10.225Z","description":"JioHotstar has published an engineering overview of its real-time ad request workflow, detailing how the platform coordinates distributed services to select...","image":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/ff3f6762d9ecd5cc39c9de70b0b3a274?_a=AQAEuop","thumbnailUrl":"https://media.daily.dev/image/upload/f_auto,q_auto/v1/posts/ff3f6762d9ecd5cc39c9de70b0b3a274?_a=AQAEuop","isAccessibleForFree":true,"articleSection":"InfoQ","inLanguage":"en","publisher":{"@type":"Organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180}},"author":{"@type":"Organization","name":"InfoQ","logo":"https://media.daily.dev/image/upload/t_logo,f_auto/v1/logos/afc3bced3e1e4b188dd9127017a60e0c","url":"https://daily.dev/sources/infoq"},"commentCount":0,"discussionUrl":"https://daily.dev/posts/jiohotstar-explains-the-distributed-engineering-behind-personalized-ad-requests-at-streaming-scale-9m7kmpinr","interactionStatistic":[{"@type":"InteractionCounter","interactionType":{"@type":"LikeAction"},"userInteractionCount":0},{"@type":"InteractionCounter","interactionType":{"@type":"CommentAction"},"userInteractionCount":0}],"keywords":"microservices,distributed-systems","timeRequired":"PT3M"} {"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://daily.dev"},{"@type":"ListItem","position":2,"name":"InfoQ","item":"https://daily.dev/sources/infoq"},{"@type":"ListItem","position":3,"name":"JioHotstar Explains the Distributed Engineering Behind Personalized Ad Requests at Streaming Scale"}]} ```