AdTech consulting project for a supply-side platform

The key highlights of the project

Back into client’s story

The successful SSP startup with ambitious goals lost project documentation during team changes.

The solution is

Supply-side platform which integrates with a loyalty app for direct advertising deals.

Request from Oxagile

The client aimed to scale their current product to a multi-tenant SSP to support multiple marketplaces and supermarkets, but the transition in the startup team led to a gap in product knowledge, hindering progress.

Presenting a product for Oxagile’s team

The principle of operation for the client’s product involves a bidding process and the sale of advertising space through a cascading order, designed to maximize revenue generation by prioritizing high-value offers.

It integrates URLs with ad parameters for streamlined ad delivery.
Partners receive advertising requests, initiating a cascade bidding process.
Auction on Nimbus with 20+ demand partners competing for the bid.
If no bid is returned, the request cascades to configured partners, one by one.
If still no bid, direct deals or publisher ads are shown.

The startup achieves a win-win collaboration, but…

The client faces a significant challenge after partnering with a loyalty program app for supermarkets. While the system integration between the SSP and the app’s was functional, the client’s team lost crucial documentation and knowledge about the system’s inner workings.

… Knowledge gap poses challenges

This lack of proper documentation has created difficulties in maintaining and troubleshooting the system, leaving them with a working solution but limited understanding or ability to make improvements or adjustments.

Oxagile’s AdTech experts join the mission

Restored knowledge

Use case:

Rebuilding architecture and establishing documentation

After the team split, the AdTech platform became fragmented with 148 repositories and no documentation. The goal was to consolidate systems, map out dependencies, and create documentation for better understanding and maintainability. This involved restoring control over the codebase and re-establishing a functioning development environment.

Challenges solved:

Lack of repository structure and documentation.
Dispersed team and communication barriers.
No access to production environments.

SSP optimization

Use case:

Integrating services and optimizing data pipelines

With services split across Spark, Java, Scala, and Ruby, the platform was fragmented. The goal was to map out the architecture, re-connect services, and optimize the big data processing pipeline and bidding system, all while working without production access.

Challenges solved:

Reconnecting scattered services.
Optimizing cross-stack data flows.
No access to production environments.

Stable platform

Use case:

Streamlining onboarding and stabilizing the platform

With no clear onboarding process, new engineers struggled to understand the 148 scattered repositories. The goal was to create onboarding materials, reverse-engineer the codebase, and stabilize the platform for smoother team transitions.

Challenges solved:

Lack of unified onboarding process.
Reverse engineering disconnected repositories.
Stabilizing the platform during restructuring.

The outcomes we delivered

Building a scalable multi-tenant system
Our consulting expertise helped design a scalable multi-tenant system, offering valuable AdTech business insights for product development and integration.
Restoring system understanding
Oxagile’s business technology consulting helped restore clarity to the system, guiding the creation of a well-defined project roadmap.
System access and architecture exploration
Through strategic analysis, we gained system access, explored its architecture, and identified key integration points.
Auction and platform integrations
We completed the auction integration with Nimbus, addressing various bidding and selling use cases, and began integrating with major platforms like Amazon, Nimbus, and Facebook Marketplace.