Development of a Deal-Based Programmatic Supply Side Platform (SSP) for Enhanced Market Segmentation

The client experiences limitations with traditional SSP setups that primarily support open market bidding, with challenges in handling multiple deal types and ensuring accurate bid response processing for deal-based transactions. Adjustments are needed to support complex deal workflows like programmatic guaranteed, preferred deals, and private marketplaces, as well as integration with demand-side platforms and ad servers, to improve bidding efficiency and revenue share.

A mid to large-sized digital advertising company specializing in premium publisher inventory and deal-based programmatic transactions.

• Build a scalable, secure, and high-performance SSP capable of managing multiple specialized deal types and private marketplace workflows.
• Implement a comprehensive ad exchange that ingests deal data, runs real-time processing, and facilitates multiple demand sources including DSPs and direct deal integrations.
• Design a flexible header bidding layer that supports sending all relevant bids from demand sources to the ad server, enhancing transparency and demand participation.
• Develop an integrated reporting service for real-time performance insights via APIs to enable data-driven decision making.
• Create a programmatic lab environment for testing various deal scenarios and workflows, mimicking live conditions prior to deployment.

• An ad exchange capable of ingesting deal data from supply sources and matching impressions with various deal types such as guaranteed, preferred, and private deals.
• A customized bid adapter to send all demand bids to the ad server, supporting the 'sendAllBids' functionality for transparent bid participation.
• Integration with demand-side platforms, direct deals, and ad servers for seamless bid request and response handling.
• A real-time bid response processing module that supports multiple deal priorities and types, ensuring accurate downstream decisioning.
• A reporting service that exposes APIs for performance data retrieval, enabling monitoring and optimization.
• A programmatic testing lab environment that replicates production conditions, allowing scenario creation, deal data uploads, and creative management.
• Decisioning logic that handles complex workflows, including multiple simultaneous deals and private marketplace scenarios.

• Demand-Side Platforms (DSPs) for bid requests and responses
• Ad Server (such as Google Ad Manager) for bid finalization and creative delivery
• Data management systems for deal data ingestion
• Real-time bidding and demand data sources for performance testing
• APIs for reporting and analytics tools

• Support for high throughput with low latency, capable of processing thousands of bid requests per second
• Scalability with cloud-native architecture to handle growth and variable load
• Robust security measures to protect deal data, bidder identities, and compliance standards
• High availability and fault tolerance to ensure uninterrupted service
• Compliance with privacy regulations and adaptability to privacy restrictions affecting identity resolution

The new platform aims to significantly improve bidding transparency and demand participation by supporting multiple deal types and private workflows, leading to increased publisher revenue and better market segmentation. Expected outcomes include enhanced bid coverage, optimized ad delivery, and detailed analytics enabling strategic enhancements. The structure is designed to support high scale and low latency, enabling rapid deployment and scaling while maintaining operational resilience.