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Build infinitely scalable realtime applications.
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Create multi-user collaborative environments.
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Deliver highly reliable chat experiences at scale.
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Keep your frontend and backend in realtime sync, at global scale.
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Deliver cross-platform push notifications with a simple unified API.
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Deliver interactive learning experiences.
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Deliver personalised financial data in realtime.
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Power diagnostics, order tracking and more.
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Empower your customers with realtime solutions.
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Provide trustworthy, HIPAA-compliant realtime apps.
* eCommerce & Retail
Enrich customer experiences with realtime updates.
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Find out more about Ably’s mission.
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Find out more about Ably integrations.
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Discover our features and their use cases.
* SDKs
Download an SDK to help you build realtime apps faster.
* Tutorials & Demos
Get stuck in with our hands-on resources.
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Learn how to build chat apps with Ably.
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Realtime experiences
Realtime experiences
10 min read•Last updatedUpdated Nov 29, 2022
REALTIME CHALLENGES FOR AUDIENCE ENGAGEMENT
Written by
Jo Stichbury
WHAT IS AUDIENCE ENGAGEMENT?
A simple example of online audience engagement could be a livestream with a host
and a chat system for audience members to interact with each other in realtime.
Other audience engagement solutions include features such as chat or Q&A for
participants to communicate while sharing an experience, such as a Watch Party,
and polls, quizzes, and leaderboards.
Typical audience engagement features
DEVICE AND USER PRESENCE
One aspect of audience engagement is the ability to know who’s participating in
a virtual event or a user’s “presence”. Closely linked to presence is the user’s
state, for essential functionality such as indicators when someone is typing a
message into a chat window, or the realtime location of a device.
CHAT
Chat messages are a common way for audience members to interact and send
immediate feedback to the host of an online event, such as a livestream. Twitch
was an early example; it’s popular with gamers, who stream their gameplay and
their webcam feed, so others can watch and comment on gaming in realtime (and
leave donations or tips in exchange for a shoutout from the host on the chat
channel).
POLLS & Q&A
Polls and Q&A are additional aspects of audience engagement. For example, a host
may ask a livestream audience, “What’s your favorite flavor of ice cream?” and
give participants a short URL to follow, where they can vote online from a list
of flavor options. Answers are visualized in realtime as a bar graph, pie chart,
or even a word cloud and displayed in the livestream to bring the audience
together. This type of poll can cause a surge in responses as the participants
submit their votes simultaneously.
Q&A works in reverse; the host of an online event will share a link, and
participants can follow it and type in questions and comments to find out more
or give feedback in realtime.
QUIZ FEATURES AND GAMIFICATION
Another way to engage an audience is with a multiplayer quiz, whereby the
participants join a live quiz, answer questions, and see their scores on a
leaderboard. The quiz could be on a standalone platform or integrated into a
livestream, and these are particularly popular in the education sector. Popular
products include Mentimeter, Wooclap, Kahoot, Slido, and HQ Trivia.
Participants log into a specific quiz using an invite link, and as questions
appear in realtime, they answer on their devices. Their scores are displayed on
a leaderboard to add an element of gamification. For fairness, each question has
a limited time within which the participants choose an answer. All players need
to be sent the question simultaneously (fan-out) with a corresponding surge of
responses in return (fan-in) as they complete the challenge before the timer
expires.
REALTIME UPDATES UNDERPIN AUDIENCE ENGAGEMENT
For the features listed above to be engaging, they need to happen in “realtime”,
or near-realtime, which is below the 100 ms threshold of human perception.
Technology built on a realtime system uses a series of events, like an
asynchronous conversation, rather than the request-response paradigm typical of
synchronous communication.
An event-driven architecture serves use cases that need to process data
immediately to deliver a satisfactory user experience. It eliminates the need
for blocking or constant polling and notifies application code whenever an event
of interest occurs.
The publish and subscribe (pub/sub) pattern is typical in event-driven systems.
An event producer (publisher) sends event messages when a state change occurs.
Event subscribers then consume them. Often, a dedicated broker sits between the
publisher and its subscribers, enabling the event producer to offload
responsibility to the broker, which delivers notifications at high volume to
consumers across different devices and platforms. The broker also records events
as messages as they are received from the producer. The event history is
retained for a specific period so that subscribers can read event history from
any particular point.
The basics of the pub/sub pattern
TECHNICAL CHALLENGES OF BUILDING A REALTIME ARCHITECTURE
A realtime, event-driven architecture is a distributed system with associated
reliability, latency, and bandwidth issues and the unpredictability of the
network is a significant challenge.
MESSAGE INTEGRITY
In an event-driven system, lost, duplicated, or out-of-order messages can have
significant consequences. Consider, for example, chat messaging, which relies on
a well-defined sequence of messages. If they arrive unordered or are lost, the
user experience is flawed.
LOST MESSAGES
A user’s connection can drop and reconnect: say if their power fails or a system
problem occurs on the network, if they are on the move, or close the chat app
and later relaunch it.
Losing messages because of an unstable connection is not acceptable from the
user’s perspective. So, when the user reconnects, the app needs to pick up with
minimal friction from the point before they disconnected. Any missed messages
need to be delivered without duplicating those already processed. The whole
experience needs to be completely seamless.
Most event-driven systems use at-least-once delivery. When the broker sends a
message to an event consumer, it requires acknowledgment that it was received.
If the broker doesn’t receive acknowledgement, it sends the message again to
ensure it wasn’t lost on the first send (and will continue to send the message
until it receives the acknowledgement). However, what if the message was
received and the acknowledgment got lost? Any recent messages are now duplicate
copies of the original.
MESSAGE DUPLICATION AND ORDERING
Message duplication is acceptable if the event-driven system uses idempotent
messages, which can be processed multiple times but don’t change the system
after the first time. An example of this is programming a heating thermostat. If
you type in the exact temperature you require your room to reach before you get
home, it doesn’t matter if the instruction is sent multiple times. The
thermostat will set to your required temperature, maybe repeatedly, but it will
still be the temperature you want. However, if you ask for the heating to be
turned up by five degrees and the request is sent more than once, you could be
in for a tropical homecoming!
Message duplication in a chat app is almost as annoying for the user as lost
messages or those that come out of order. A common approach is to use unique IDs
to order messages if they cannot be processed successfully in any order.
Alongside idempotent message types, many event-driven systems use an
exactly-once processing guarantee to reconcile issues associated with duplicate
messages. A de-duplication process is applied so that previously processed
messages are detected and discarded.
Related article: Achieving exactly-once delivery with Ably
PERFORMANCE
Network latency, which is the time it takes for data to get to its destination,
is a critical factor for successful audience engagement. In a large-scale
distributed system, latency deteriorates the further it travels between nodes.
High latency can completely ruin live audio communication and video quality.
It’s increasingly important to consider performance for a global audience or are
hosting users in areas with poorer internet infrastructure.
Low network latency comes from geographic proximity. Data should be kept as
close to the users as possible via managed data centers and edge acceleration
points. It isn’t sufficient to minimize latency, however. The user experience
needs latency variance to be at a minimum to ensure predictability.
There’s also a strong correlation between server performance (processing speed,
hardware used, available RAM) and latency. To prevent a congested network and
server overrun, it must be possible to dynamically increase the capacity of the
server layer and reassign load.
Related article: A global edge network to power digital experiences in realtime
AVAILABILITY
One particular aspect of audience engagement is the unpredictability of knowing
how many participants there will be. For many events, the audience size won't be
known until the hours or minutes before the event. The technical challenge this
presents is that it is difficult to plan and provision sufficient capacity in
any systems that are supporting the event.
A realtime solution for audience participation needs to be highly available to
support surges in data and bursts of high volume engagement across the network.
When the system does not have the capacity, issues can arise, such as queuing
delays, bottlenecks, network congestion, or overall system instability.
Under load, achieving availability and elasticity to meet stringent uptime
requirements isn’t just traditional mechanics like failover; it’s about managing
capacity. The challenge is to scale horizontally and swiftly absorb millions of
connections without the need for pre-provisioning.
To ensure a network can cater to this type of circumstance, monitor metrics such
as:
* Global percentage of operating load
* The elasticity and distribution of that load
* The maximum number of connections and throughput
Having ways to automatically and dynamically provision additional capacity when
certain thresholds are exceeded is critical to ensure exceptionally high levels
of uptime.
Optimization should include minimizing the amounts of data transferred, for
example, with a reduced message size that sends only the changes to data (the
deltas) rather than entire payloads.
Related article: Availability and uptime - guaranteed
RELIABILITY
Reliability is essential because of the embarrassment caused to a host if the
event cannot run, or drops out halfway through, because of a fault. A realtime
platform for audience engagement needs to be fault-tolerant so that it can
continue to operate even if a component fails.
To achieve fault tolerance, there need to be multiple components capable of
maintaining the system if some are lost. Redundancy at a regional and global
level ensures continuity of service even in the face of multiple infrastructure
failures.
There should be no single point of congestion and no single point of failure.
When one or more components fail, the remaining components need to support the
service on their own. It’s essential to understand how many regional failures
can be tolerated (for example, the number of instance failures per second). If
one region goes offline with failover to another, there needs to be sufficient
capacity to absorb the additional traffic, even under peak loads.
Related article: Engineering dependability and fault tolerance in a distributed
system
ABLY: THE FOUR PILLARS OF DEPENDABILITY
To build a system that provides the foundation for realtime audience engagement
requires a fault-tolerant infrastructure capable of low latency, scalability,
and elasticity, alongside architecture that ensures the integrity of message
delivery.
Ably has four pillars of dependability: Performance, Integrity, Reliability and
Availability
Should you build a custom solution to meet the exact requirements of your
business? You could spend several months and a heap of money. And you’d end up
burdened with the high cost of infrastructure ownership, technical debt, and
ongoing demands for engineering investment.
It makes more financial sense for many companies to pass on the responsibility
for scale, latency, data integrity, and reliability to a third-party vendor.
Ably has fault-tolerant, highly-available, elastic global infrastructure for
effortless scaling and low complexity. Our platform is mathematically modeled
around the Four Pillars of Dependability. We can ensure that messages are
reliably delivered at low latency over a secure, reliable, and highly available
global edge network. And, there’s zero DevOps overhead, so there is no
infrastructure to provision or manage.
The Ably platform abstracts the worry of building a realtime solution to support
audience engagement at scale so that you can focus on your core product,
prioritize your audience engagement roadmap and develop features to stay
competitive.
FURTHER READING
* Keep an audience engaged with interactive realtime features
* Leader election in the browser with Ably
* The realtime web: evolution of the user experience
* The architecture behind a live multiplayer quiz
* Scaling WebSockets for virtual events
On this page
1. What is audience engagement?
1. Device and user presence
2. Chat
3. Polls & Q&A
4. Quiz features and gamification
2. Realtime updates underpin audience engagement
3. Technical challenges of building a realtime architecture
1. Message integrity
1. Lost messages
2. Message duplication and ordering
2. Performance
3. Availability
4. Reliability
4. Ably: The four pillars of dependability
1. Further reading
BUILD DEPENDABLE REALTIME APPS
Ably offers versatile, easy-to-use APIs to develop powerful realtime apps.
Guaranteed to deliver at scale.
Start building
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