Ad Exchange

An Ad Exchange connects a great number of SSP platforms on one side and DSP platforms on the other. The system allows advertisers and agencies to participate in auctions through a dynamic bid system and optimize the media buying process on any ad exchanges via RTB technology. Apart from that, an Ad Exchange provides for managing the ad inventory, connected to the SSP system.

The interaction with an Ad Exchange occurs via such technologies as

• Open RTB;
• Header bidding;
• API.

The selection of ads to display (Programmatic) is based on RTB auction. The maximum bid defines the auction winner. The majority of the market players follow the second price auctions, whereas the rest of them prefer the first price auctions.

An Ad Exchange is based on predictive models providing for the maximum degree of ad relevance to each user and ad campaign efficiency.

The product is the perfect fir for

• Large ad agencies connecting advertisers with publishers to improve ad campaign management for their clients.
• Ad networks linking inventory owners with advertisers to provide for the maximum degree of ad spot monetization.
• Companies making money from selling the traffic. They connect a wide range of DSP and SSP and get the commission from each sale.

The Benefits of the Product

— The automation of ad inventory buying and selling processes; — No limits for the number of requests, thus the amount of traffic can be scaled without running the risk of getting no ad displays; — The whole process of ad selection and display takes no more than 100 ms. The exchange does not produce a time lag, so that you did not lose a client down to high page load time. — Possesses fraud-protection system, i.e., monitors ad inventory and prevents it from undesirable or fraudulent ad placement. — Corresponds to legislative acts and standards in personal data processing.

— It handles high load and is capable of processing a great amount of ad traffic, i.e., the time required for one request does not exceed 100 ms with over 100,000 bid requests per second. — The system can be set up on both servers and Cloud solutions, such as AWS, Azure, Google Cloud, etc. — The Ad Exchange possesses a built-in monitoring, notification, backup and data storage systems. — It applies contemporary data safety methods to protect the users from illegal access. — All the architecture components are horizontally scalable and highly fault tolerant. They provide for the efficient use of server resources.

The legislative acts and standards in personal data processing:

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

Our Goal

Over the years, the agency’s clients started expressing explicit interest in RTB technology. Consequently the company needed a platform for holding RTB auctions to retain their existing clients and attract new users.

Our Solution

We decided to use our in-house solution — OrbitSoft Ad Exchange — as a base. According to the agency’s requests, we added the following functions:

• The opportunity for advertisers and publishers to work via OpenRTb;
• Flexible targeting parameters, including the use of dynamic user segmentation and work with third-party DMPs.

The way we achieved minimizing expenses on server resources was deploying the system on Cloud-based solutions (AWS). It allowed for handling the anticipated load growth timely, gratefully to extra backup capacity and fault tolerant system.

The Outcomes

In 2 months after the launch the amount of traffic in Cosmic increased by a figure of 5, i.e., up to 300 billion displays per day. This figure went up to 500 billion per day in just 3 months.

Our Goal

The company wanted to create an ad platform to show their users target ads based on the data from the mobile operator. Our client was seeking a ready-made solution, customizable to the operator’s unique features. It was vital for the solution to be able to integrate with the company’s services.

Our Solution

We offered a complex solution on the basis of our in-house developed platforms, such as OrbitSoft Ad Server, OrbitSoft SSP, OrbitSoft DSP and OrbitSoft DMP.

Apart from that, we integrated the system with the operator’s services. Integration modules expand the opportunities of RTB systems in terms of identifying users, enhancing the data, and providing unique targeting parameters. This allowed for creating the system, unparalleled in the digital ad market.

Identification and GEO & HTTP processing modules give the opportunity to process and analyze tens of thousands requests per second. The system processes hundreds of GB of data per 24 hours.

The Outcomes

• We have launched and deployed the system for the operator, integrated it with all the large ad exchanges, including Google Adx, Mopub, OpenX, Smaata, etc.
• During the product launch such ad agencies were subscribed, as Gazprom Media Digital, Dentsu Aegis. Such ad campaigns as HBO, Disney, AliExpress and Tinkoff bank were launched.
• The system was introduced at the international trade show HybridConf.

Our Goal

Before the company approached us, it had been a relatively small business with up to 500 clients per year. At this stage, it appeared to be more beneficial to process the traffic manually, without investing in software solutions. When the number of clients tripled, the employees couldn’t manage the traffic. Consequently, there appeared ad buying and placing issues, and the traffic with the same parameters got several times more expensive. Presumably, it was high time the company started searching for a solution for automating their business process.

Our Solution

We opted for the OrbitSoft Ad Exchange tool for our client since it allowed for simplifying ad management. It can also guarantee traffic buying process and ad display, according to the best terms possible, and cut the risks.

The Outcomes

• The company’s staff members have got rid of manual work.
• The customer base has increased by 25% gratefully to the premium segment.
• The margin growth has become 15% gratefully to better traffic buying and selling terms.