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Custom Demand-Side Platform (DSP) Development for Cross-Promotional Advertising in Mobile Gaming

https://clearcode.cc

Gaming

Advertising & marketing

Challenges with In-House Ad Serving System

Outfit7 required a replacement for its legacy in-house ad server that lacked control, adaptability, and transparency. The existing system could not support cross-promotional strategies, precise ad decisioning, or integration with modern tech stacks, limiting the company's ability to optimize game installations and future-proof its advertising infrastructure.

About the Client

Leading mobile game development company with 400+ employees, seeking to enhance cross-promotion of its game catalog through a proprietary DSP

Objectives for Custom DSP Development

Enable cross-promotion of new games within existing mobile apps
Enhance data visibility and transparency for campaign performance
Align platform with existing tech stack while ensuring future scalability
Implement reinforcement learning for creative optimization
Establish control over codebase, IP, and product roadmap

Core System Functionalities and Key Features

Campaign management for multiple ad formats
Programmatic bidder for purchasing ad impressions
Event tracking (impressions, conversions, in-game actions)
API integration for campaign data synchronization
Softmax Multi-Armed Bandit algorithm for real-time creative selection

Technologies for DSP Implementation

React

Ant Design

Go (Golang)

Node.js

NestJS

TypeORM

Kubernetes

PostgreSQL

Redis

Google Kubernetes Engine

Cloud SQL

Required System Integrations

Mobile Supply-Side Platforms (SSPs)
Prebid framework support
Third-party analytics tools
Cloud CDN for content delivery
Prometheus for monitoring

Non-Functional Requirements

High scalability for handling bid requests
Low-latency ad decisioning
Data security and compliance
Flexibility for future feature extensions
Seamless integration with existing infrastructure

Expected Business Impact of Custom DSP Implementation

The platform will increase campaign performance through AI-driven creative optimization, reduce dependency on third-party solutions, and enable data-driven cross-promotion strategies. Internal testing of the MVP has demonstrated potential for improved user acquisition, enhanced control over advertising workflows, and scalability to support future partnerships with third-party advertisers.