Oxagile implemented internal ad auction logic, giving platform advertisers access to the benefits of real-time bidding. These include per-impression targeting, better campaign performance control, ad strategy flexibility, and deeper audience insights — all of which lead to higher CTRs.
Newly imported products are parsed and stored as database records with all the required product properties. When the publisher side sends in a new request, the platform matches the visitor’s profile (search query, zipcode, gender, year of birth, etc.) to these records and identifies the most suitable ads for the auction.
The potential value of each ad in the auction is calculated on the basis of the advertiser’s stated bid and the CTR prediction made by the platform. Predictions are based on historical data about API requests, the system’s responses, and click-through rates for similar items.
The product listings with highest potential value are then sent to the publisher side. Whenever a visitor clicks on one of the product listings, the CTR log and individual campaign statistics are updated to finetune future predictions.