Data-driven AdTech marketplace to streamline linear TV ad sales

Quick dive into the project

Meet the client

A forward-thinking AdTech company.

Understand their mission

They aimed to simplify and bring transparency to the complex process of trading linear TV advertising inventory for broadcasters and advertisers.

Explore our solution

Oxagile delivered a robust, cloud-native marketplace with real-time inventory visibility, automated bidding workflows, deep analytics, and seamless third-party data integrations.

Quantifying the delivered success

Signed TV stations

Households

Annual ad impressions

Increase in orders

Processed at a time for one TV station

Voices of the collaboration

Oxagile’s view:

“This was a bold and rewarding AdTech challenge — we built, at that time, a breakthrough platform uniting ad buyers and sellers through end-to-end automation. Moreover, the client’s willingness to embrace process refinement enabled us to optimize execution, resulting in faster, clearer, and more efficient delivery than originally anticipated.”

The client’s perspective:

“Beyond Oxagile’s strong AdTech domain expertise, it was their delivery excellence that brought a high level of transparency and much-needed structure to our workflows and processes, accelerating time to market, and significantly increasing overall productivity.”

One platform addressing dual-sided market needs

We delivered a unified marketplace solution that seamlessly connects advertisers and broadcasters. The platform boosts fragmented workflows, automates core operations, and unlocks measurable value for both sides of the ecosystem.

Advertisers’ challenge

Manual, siloed ad buying processes made it difficult to plan and optimize campaigns efficiently. Advertisers needed a centralized solution to easily find relevant inventory, collaborate with broadcasters, and track ad performance in real time.

Broadcasters’ challenge

Faced with declining ad spend, broadcasters were under pressure to increase ROI from limited inventory. What they needed was an automated, transparent, and scalable way to manage orders and simplify the ad sales process.

How we solved both

Together with the client, we developed an end-to-end marketplace platform that brings both sides into one system. The solution automates inventory listing, proposal generation, order processing, and performance tracking — elevating traditional TV ad transactions into a seamless, insight-driven digital workflow.

Modular platform architecture for ad automation

Inside the engine: core capabilities of the AdTech marketplace

Backed by over 15 years of expertise in online video and AdTech development, Oxagile co-created a powerful system, structured around the following key functional modules:

Seller part
Buyer part
Customer care part

Seller part

Built to streamline the ad inventory lifecycle for broadcasters by helping them:

Create, edit, and track assets with automated notifications
Handle orders from submission to closure with full control
Use trusted rating data (e.g. Nielsen and Comscore) to set pricing strategies
Monitor performance through built-in reporting and analytics

Buyer part

Empowers advertisers with data and control at every step:

Access pricing, ratings, and availability in one place for effortless proposal generation
Get real-time inventory updates, negotiate offers, and place orders instantly
Track ad status and campaign performance from a single dashboard

Customer care part

Facilitates smooth collaboration between all platform users:

Ensure order accuracy and clarity with intelligent validation
Manage exceptions such as pre-empts and makegoods with confidence
Oversee end-to-end advertiser–broadcaster interactions through centralized support tools

Oxagile delivery principles fueling performance gains

“Although the client had strong teams and a solid product vision, the absence of mature, structured delivery processes created gaps in planning and execution. Estimations were inconsistent, performance was difficult to track, and delivery cycles were driven more by urgency than by strategic prioritization. Limited visibility into task readiness and team capacity made it challenging to define achievable sprint goals and ensure alignment across stakeholders — ultimately affecting predictability and delivery confidence.
Recognizing the opportunity for growth, the client was open to collaboration — and that’s where Oxagile stepped in as a delivery partner as well — setting up, aligning, and scaling agile processes to enable unified execution across all teams.”

— Project Manager, Oxagile

Key implemented initiatives

Established a unified Scrum framework

Formed and aligned four Scrum teams with the client’s two under a unified agile framework, synchronizing cadence, terminology, planning, and providing training.
Introduced structured backlog grooming and estimation

Ensured that every task had clear requirements and inputs from all stakeholders (Product Owner, BA, Architect) to eliminate ambiguity and reduce rework.
Implemented sprint-level release control

Each team provided a Go/No-Go decision at the end of every sprint, enabling clear release readiness checks and shared responsibility for production quality.
Ensured continuous delivery and rapid feedback

With every sprint treated as a potential release, we accelerated time-to-market and established tight feedback loops, helping the client quickly validate features with real users.