Oxagile: “The mission of the platform our client had in mind was to take ad inventory buying and selling to the next level.”

To gather broadcasters and advertisers together in one place and automate TV inventory selling, we, together with the client, a data-driven solutions provider, challenged ourselves to deliver an end-to-end AdTech marketplace for seamless ad inventory management, including advertising offering generation, order processing, and ad campaign performance monitoring.

Multi-tier architecture

AdTech platform designed to bring broadcasters and advertisers together

As Oxagile has over 15 years of experience in all things online video and proven expertise in delivering AdTech software projects, our team made the most of this knowledge when the client involved us in the solution development.

So what’s the marketplace about in detail? What are the modules implemented and what is each responsible for?

Seller application

  • Smooth inventory management (creation, viewing, editing, automatic notification sending, etc.)
  • End-to-end order handling
  • Rating-based pricing — broadcasters set the optimal costs thanks to the trusted rating systems like Nielsen or Rentrak
  • Comprehensive reporting system to monitor the efficiency in selling ad inventory

Buyer application

  • All-round information on pricing, ratings, and avails to make hassle-free proposal requests
  • Instantaneous avails delivery, order negotiation, and real-time purchasing
  • Order status and ad performance monitoring
  • Data-driven insights to maximize campaign outcomes

Customer care application

  • Control of smooth interactions between broadcasters and advertisers
  • Order stewardship services, including pre-empts and makegoods handling
  • Smart order validation to rule out human errors

5 core AdTech marketplace concepts


Buying and selling processes are automated for advertisers and broadcasters, which simplifies all their interactions.


Our client’s partners and competitors are connected to the marketplace so that the customer can expand the sphere of influence.


A continual increase in the number of TV broadcasters provides advertisers with the impressive portfolio to choose from.


Maximum simplicity in pricing terms, ad scheduling, inventory management, and performance monitoring.


Thanks to meaningful reporting, broadcasters easily monitor inventory sales volumes, while advertisers get real-time updates about their order status whenever they want.

What broadcasters say

What advertisers say

What quantitative indicators say

Signed TV stations


Annual ad impressions

Increase in orders

Processed at a time for one TV station

Delivery Model
Scope-driven milestone-based development
Effort and Duration
50 months, 1295 man-months
Go, .NET Core; AWS services, gRPC; ASP.NET MVC, WebAPI; ReactJS, AngularJS, Webpack (JS module bundler); SSO with OpenID Connect, Okta, IdentityServer4; MS SQL, PostgreSQL; Dapper, EntityFramework; Docker (Linux, Windows); Datadog, Seq logs; nUnit, Moq