Customization Case for Video Publishers

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Customization serves as an extra benefit to solve key customer challenges and to produce specifically tailored solution according to the customer’s needs.

Our team is always there to provide you with high-quality customization along with custom software development services. Generally, it is more cost-effective to improve a ready product than to develop custom software from scratch.

Here what it comes when we talk about our brainchild - Adoppler Exchange - an ad exchange which serves as a foundation for Addressable TV and premium video publishers to build an in-house ad tech stack. When buying Adoppler Exchange, customers occasionally want to add some specific features to the product so that it could correspond to their needs in full scale.

The following is a vivid example of product customization based on Adoppler Exchange.

Preparation

The preparatory stage generally takes place prior to the customization process. At this stage we formulate objectives, set goals, and provide solutions to address customer challenges. Based on the detailed business analysis we have adopted the following strategic objectives to meet the customer requirements:

  • Establish seamless media buying process on various platforms;
  • Introduce ad breaks to maximize fill-rate;
  • Consolidate analytics and reporting;
  • Enable ad exchange administration through the client’s ERP system.

After technical analysis, our team has come with the following high-level structure of the custom solution:

The main component is the Custom TV Connector module. It's a grounds-up application that serves the following purposes:

  • Act as an intermediary between the client's TV apps and the exchange by translating ad requests coming from apps to the format understood by the exchange.
  • Control the exchange operation according to the business rules specific for the client.

The Custom TV Connector application can be seen as the place where the business logic drives exactly how the exchange is used to fulfill the client's needs. So, the first step in the customization project is to establish the seamless media sales process for all platforms.

Stage 1: Seamless Media Sales

Objective: Establish seamless media sales process on various platforms.
Goal: Reduce costs by building a unified media selling platform.
Solution: Сustom connector for unified ad request processing.

As a rule, large video publishers work with various platforms and apps such as Smart TV, OTT, XBox, mobile, web, and etc. Each of these channels has to be integrated with the exchange. When a video publisher uses a great variety of channels it causes a number of challenges that makes the entire media buying process fragmented and resource-intensive. Just imagine, every single app sends an ad request to the exchange and receives a bid response in return, wherein ad requests and bid responses are not consolidated with one another.

The main shortcomings of such approach can be characterized by complexity of the process and cost of integrating each app. Additionally, the same set of actions on various apps is executed by different software development teams, so the effort is multiplied by the number of apps you need to integrate.

These inefficiencies with fragmented approach lead to the emergence of a completely automated and efficient solution - Adoppler Exchange - to satisfy video publishers’ needs. Adoppler Exchange enables seamless integration between publishers’ apps and ad exchange thanks to the custom connector, an adapter which receives ad requests and automatically transfers ad requests from publisher specific format into bid request format common to Adoppler Exchange. Then the exchange takes care of distributing the requests to the connected DSPs. This is the first step of product customization which is performed by the dedicated software development team.

It is worth noting that our solution supports OpenRTB auction and programmatic direct.

Stage 2: Maximize Fill

Objective: Maximize fill-rate during ad breaks; solve the duplication challenge.
Goal: Maximize yield.
Solution: Extend the custom connector to support ad break requests from the apps & add the ad break processing rules.

The next stage of customization is to establish Ad Podding support within our solution. Ad Podding gives video publishers the ability to display multiple ads within a single ad break. This feature allows to maximize yield and exclude the possibility of having duplicate ads within the same ad pod.

In order for the video publisher to set up, run, and optimize ad breaks within their inventory, the custom TV connector is modified to support the following:

  • Request for ad break coming from the TV app side;
  • Multiple requests to the exchange to fill the ad break;
  • Deduplication on the ads delivered by DSPs.

As an outcome, the publisher can now introduce ad break timelines on their backend side, and call the exchange through the custom connector to get fully filled ad breaks of specified duration.

Stage 3: Optimize Data

Objective: Consolidate the internal analytics specific to the addressable TV publisher with the ad-specific analytics aggregated by Adoppler Exchange.
Goal: Increase the quality and quantity of the data, and streamline its interpretation.
Solution: Merge exchange's datasets with other data collected and aggregated by the publisher.

Another stage of customization involves the work with Big Data and Ad Analytics.

The system like ours processes massive amount of raw data. In particular, this is true when it comes to various VIDEO events. The amount can estimate for more than 500 Gb per day. Definitely, these numbers sound enormous.

Events can be processed and analyzed in many different ways: IP, user agent, another configured video parameters, etc. After getting processed, aggregated data reaches the analytics. The process of data aggregation also refers to Big Data consolidation - is the integration of data from a broad range of sources into a single destination, and calculation of various roll-ups (revenue/impressions/fraud by platform, partner, buyer, campaign, etc). It means that we need to integrate your data with Adoppler Exchange Analytics data + Publisher Specific Analytics.

The specific data consolidation process varies greatly depending on publisher's existing technology stack. One such implementation could look like the following:

The above diagram shows a simple example job that calculates ad performance by video content. This particular case allows the publisher to understand better how efficiently their content is being monetized.

Big Data consolidation helps to more easily present data, facilitate effective data analysis, prevent data duplication, and reduce costs associated with processing.

Stage 4: Consolidate UI

Objective: Enable display and structurization of effective ad inventory implementation data within the client’s marketing ERP system. Put into practiсe transaction management using ERP.
Goal: Avoid additional labor input on fragmented data processing. Ensure seamless marketing processes.
Solution: Data Consolidation within the unified system via the exchange UI integration with the existing publisher marketing ERP system.

The last but not the least feature for customization is the integration of the Exchange user interface into the publisher dashboard.

In a word, this process can be described as follows:

  • A new frontend (UI visualization) is developed within the existing ERP system. It can be either an exact copy of ad exchange UI or its simplified/extended version.
  • The new frontend is being implemented within the ad exchange by means of API.

This process enables quick access to the system and all necessary reporting, as well as efficiency and convenience of launching, running, modifying, and analyzing ad campaigns. While the aforementioned features are profit-oriented, this point of customization is tailored specifically to the company’s internal usability tools.

The customization can vary greatly depending on the customers’ requirements for digital marketing automation and plans for the future business development. Adoppler team is ready to make any kind of customization for your company.