SSP — Supply Side Platform

• The system provides for managing the inventory on both system owner’s own platforms and partner ones.
• It works with a wide range of ad sources, including ad agencies and networks, Ad Exchange, DSP.
• The display on these platforms is realized with the help of OpenRTB technologies (Real-Time Bidding) and header bidding.
• Ad receival is performed through OpenRTB (Real-Time Bidding).
• The choice of advertisement for display (Programmatic) takes place in a Real-Time Bidding auction. The auction winner is defined on the basis of a maximum bid. The majority of market players follow a second-price auction model, another part prefers a first-price auction model.

An SSP platform helps publishers earn more by automating ad selling process, optimizing prices, and providing lots of buyers with an access to their inventory. The product is the perfect fit for:

• Large publishers and owners of a wide range of platforms, since an SSP helps them sell ad spots on their platforms in a more effective way.
• Media agencies, willing to control the ad purchase and ad placing for their clients.
• Ad Networks. An SSP gives them the opportunity to manage ad selling, optimize prices, set their rules and provide lots of customers with an access to their inventory.

The Advantages of SSP platforms

— Allows for automated trading of ad inventory, including RTB support. — Integrates with other platforms, including Ad Exchange, DMP and DSP. — Provides clients with managing ad inventory, including taking control of display availability and schedule, price policy, and ad formats (e.g., video, text, native, banner, etc.). — Enables precise targeting and audience segmentation. — Gathers and analyzes data about impressions, clicks, conversions and other efficiency metrics, provides both publishers and advertisers with reports. — Corresponds to legislative acts and standards in personal data processing.

— Each architecture component can be scaled horizontally. They provide a high level of failover and efficiency of server resources. — Handles high load and is capable of processing big volumes of ad traffic, i.e., over 100 000 requests for ad display per second. — Can be installed on both servers and Cloud solutions, such as AWS, Azure, Google Cloud, etc. — Possesses a system of built-in monitoring, notification, backup and data storage. — Applies contemporary methods of data protection from illegal access.

Legislative acts and standards in personal data processing:

• The General Data Protection Regulation (GDPR) from 25.05.2018 in EU.
• The California Consumer Privacy Act in California, the USA,
• APPI in Japan, PIPEDA in Canada, Australian Privacy Act, etc.

Our Goal

PixFuture used to employ hosting solution by OpenX, yet there was a room for improvement here. The company approached us to develop a system that would meet the current needs of the business, including Native Ads creation and Viewable Statistics function, OpenX RTB, etc. This way they would be able to process billions of ad requests.

• Native Ads allows for customizing the style code so that an ad correspond to the unique style of each website.
• Viewable Statistics displays the information about placing ads in each ad channel so that a user can make sure their ad is placed in a viewable part of the screen.

What we needed to integrate into the system was an SSP module based on OpenX Ad Exchange, involving OpenRTB protocol. Setting up additional rights was required as well to show the list of available ad formats for each PixFuture partner and the list of payment subscriptions available for every advertiser.

Our Solution

Our own solution OrbitSoft Ad Server was taken as a basis. We also made a range of amendments to satisfy particular needs of PixFuture company.

At first, we integrated a new format for native ads by adding a new type of ad campaigns to PixFuture proposals. We also gave the opportunity to create native ad channels with an access to code customization for their partners.

What we added to the code of a banner native ad channel was a visibility module and statistical reports for each type of advertisement, including an automatic online report and others. A statistical report is generated on request. We also implemented Viewable Ads function.

The system can work with a wide range of SSP platforms and ad networks via OpenRTB with OpenX API for retrieving information about PixFuture partners' yield.

Outcomes

The renewed system was introduced by the company on AdTech 2019. Having received favorable comments from their clients, PixFuture transitioned every partner there.

We have fully implemented the system on PixFuture’s server resources and fine-tuned it to our client’s growing demands. Now, the system keeps on processing billions of impressions per month. All the additional functions considered by us work properly.

Our Goal

TrafficShop has been using their own independent platform for online ad selling for many years. Further on, the company decided to expand its range of services by adding new types of ad display, such as OpenRTB and Header Bidding. Unfortunately, it overloaded the platform, so TrafficShop approached OrbitSoft.

The company wanted to acquire a self-sufficient solution which could be easily integrated into the existing ad system. We were to create unified authentication, user management and billing systems in a single design.

Our Solution

We suggested taking our own solution OrbitSoft SSP as a basis. Primarily, we developed a detailed specification on the integration of both systems into one platform.

What we took into consideration was issues with documentation and statistical processing. Our team managed to solve it by synchronizing the balance sheet and payment transactions between two systems. Not only does the system of documentation processing address current load, it also considers its potential growth in the course of a year.

We also developed unified authorization and user management systems.

Our next step was to activate the functions discussed with our client and conducted functional and load testing of OrbitSoft SSP. We incorporated both systems by means of a unified design and conducted final testing.

The last step before system launch was to conduct an audit by a third-party company hired by our client. They didn’t identify any flaw in the system.

The Outcomes

TrafficShop were satisfied with the unified system we managed to create for them. Yet, in a few months the system reached the load limit, so they decided to fully switch to our OrbitSoft SSP. The sales growth meant that now they are capable of displaying more ads than their old system could process.

Our Goal

At one point company reached the monetization limit. The ad management system they had been using previously was impossible to scale and customize according to their new requirements.

Consequently, the company started searching for a team with vast experience in high load system and digital marketing solutions development and approached OrbitSoft. Our goal was to develop a new scalable and customizable SSP platform allowing our client’s business to grow further on.

Our Solution

It appeared to be far too complicated and expensive to renew the old ad system PlayMedia. Instead, we suggested creating a new solution on the basis of OrbitSoft SSP.

We conducted system customization by developing new functions in accordance with our client’s requirements.

Outcomes

The system performance has increased. It allowed PlayMedia to double the amount of traffic. Consequently, company’s revenue increased by 16%. We have also set up their server infrastructure. It allows for fail-over and reliable performance. The company sees the potential of further platform growth as well.