Build a multi-tenant Ad Serving Pipeline
Last updated: December 16, 2025
Quick Overview
Design a multi-tenant ad serving system that handles millions of requests. Discuss trade-offs in consistency, availability, and performance.
Coinbase
December 16, 20254
5
4,868 solved
Design a multi-tenant ad serving system that handles millions of requests. Discuss trade-offs in consistency, availability, and performance.
This ML system design question from Coinbase's System Design Round tests your ability to think about ML systems at scale. The interviewer expects discussion of data quality, feature stores, model serving infrastructure, and A/B testing strategy.
What the Interviewer Expects
- Map the business problem to a concrete ML objective
- Propose reasonable features and a baseline model
- Discuss basic model evaluation metrics
- Outline a simple serving architecture
Key Topics to Cover
How to Approach This
- Start by clarifying functional and non-functional requirements with the interviewer.
- Estimate the scale: QPS, storage, bandwidth. This drives your design decisions.
- Draw a high-level architecture first, then deep dive into 1-2 critical components.
- Discuss trade-offs explicitly (e.g., consistency vs availability, SQL vs NoSQL).
- Address failure scenarios, monitoring, and how the system handles 10x traffic spikes.
Possible Follow-up Questions
- How would you handle the cold start problem?
- How would you run A/B tests on different model versions?
- What would you do if model performance degrades over time?
- What is your model retraining strategy?
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Requirements Clarification
Before diving into the architecture, clarify the scope with the interviewer. For multi-tenant Ad Serving Pipeline, key functional requirements include...
Capacity Estimation
Estimate the scale to drive design decisions. Assume 100M DAU with an average of 10 actions per user per day = 1B requests/day ~ 12K QPS average, ~36K...
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