Innovative adtech solution: why a win for advertisers and publishers?
Interaction efficiency
Optimized ad buying and selling processes
Effective ad campaigns
Analytics-powered CTR + segmented targeting
Increased profits
Reaping bigger ad inventory revenues
Introducing the client
A leading real-time advertising agency in Europe approached Oxagile with the concept of an adtech solution aimed at eCommerce companies and tailored to the specifics of their ad strategies.
The new platform would allow advertisers to create and pay for product campaigns on a pay-per-click basis from a single dashboard.
In turn, publishers would be able to serve more relevant and profitable product ads to visitors, maximizing the yield from their ad inventory.
What we delivered: adtech platform overview
Oxagile developed the entire solution from scratch, including the sophisticated prediction-based targeting mechanism that helps advertisers reach the right people with the right ads every time they browse a product catalog on the publisher’s website.
Full-fledged functionality
- Advanced user management and control
- Campaign creation and archiving
- Google PLA feed integration and management
Balance monitoring
- Budget threshold management
- Stripe-based payment handling
Driving winning ad campaigns
- Ad targeting based on detailed visitor profile data
- Analytics-driven CTR prediction mechanism
- Increasing CTR with deeper audience insights
Reporting and alerts
- Powerful data analytics and report generation for individual campaigns
- Email notification system
More details on system functioning
Campaign management
Every advertiser creates a profile that enables them to set up and manage product campaigns. A new campaign is created in 4 steps:- Uploading Google Shopping Feed
- Selecting products from the feed
- Setting the campaign’s parameters
- Depositing sufficient funds to the internal account via Stripe
Ad auction logic
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.
Fault-free performance
To support many concurrent requests and growth of the client base, we implemented dynamic horizontal and vertical scaling.The architecture allows for seamless real-time bidding calculations. The process from request to response takes just under 120 ms.
Ad serving
The system relies on server-side stitching to smoothly insert ads into pages and allow for the flexibility in page presentation.SSAI makes it difficult for ad blocking software to separate core content from sponsored listings, protecting the publisher’s ad revenue.
Current project results and a groundwork for the future
The client received a full-fledged programmatic adtech system that will allow them to expand their offering to eCommerce clientele, sign up new contracts, and increase revenues.
At the next stage of cooperation, Oxagile’s team will be introducing a host of new features, including a more fine-grained product targeting, better search query matching logic, custom ads, ad spend prediction, and a machine learning-powered CTR engine.
