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

An established gaming company currently relies on an in-house ad serving system that limits control and flexibility. The company aims to develop a proprietary DSP to enable better control over ad bidding and campaign management, improve ad performance, and facilitate cross-promotion of its games within its existing mobile applications. The current solution does not provide sufficient data visibility or adaptability to future business needs, hindering effective monetization and user acquisition strategies.

A mid to large-sized gaming company with a catalog of mobile games seeking to enhance its in-app advertising capabilities for cross-promotion and user acquisition.

• Build a scalable and flexible demand-side platform that allows the promotion of multiple games within existing mobile apps.
• Implement campaign management functionalities supporting multiple ad formats.
• Develop a bidding system capable of real-time ad impression purchase and optimization.
• Create event tracking components for impressions, conversions, and in-app actions.
• Enable data exchange via APIs for campaign data transmission to bidding components.
• Incorporate reinforcement learning algorithms to optimize creative selection and improve campaign performance.
• Ensure platform integration with existing technical stack and third-party SSPs supporting Prebid.
• Provide analytics and reporting tools for campaign performance insights.

• Campaign management interface supporting multiple ad formats
• Real-time bidding engine for purchasing ad impressions
• Event tracking modules for impressions, conversions, and in-game actions
• API integration for campaign data submission to the bidding system
• Creative selection mechanism leveraging reinforcement learning algorithms for optimal ad creative choice
• Performance analytics dashboard for reporting and insights
• Tech stack integration with existing game infrastructure and third-party SSPs supporting Prebid

• Mobile SSPs supporting Prebid for ad inventory access
• Existing game data and user activity tracking systems
• Third-party analytics and reporting tools

• High scalability to handle peak loads of real-time bidding (e.g., thousands of bid requests per second)
• Low latency to ensure real-time response times within bidding and ad serving processes
• Data privacy and security measures to protect user data and comply with relevant regulations
• Flexible architecture to accommodate future feature expansions and integrations

The development of a custom DSP is expected to provide the gaming company with greater control over ad bidding and campaign management, leading to enhanced ad performance and higher conversion rates. The platform aims to optimize creative selection through reinforcement learning, increasing the effectiveness of cross-promotional campaigns. Overall, this initiative could significantly improve in-app advertising ROI, enable precise targeting, and support future growth with scalable architecture and greater operational flexibility.