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Development of a Deal-Based Supply Side Platform (SSP) with Enhanced Prebid Integration and Programmatic Advertising Capabilities

https://clearcode.cc

Advertising & marketing

Information technology

Challenges in Programmatic Deal Execution and Ad Server Integration

Existing supply-side platforms lack specialized support for deal ID-based programmatic transactions, requiring complex manual workflows for private auction setups and bid signal management. Current Prebid integrations with Google Ad Manager (GAM) limit bid transmission to 3 highest bids, while privacy restrictions erode identity resolution capabilities. Publishers face operational inefficiencies in managing multiple deal types (programmatic guaranteed, preferred deals, private auctions) alongside open market transactions.

About the Client

A technology company specializing in deal-based programmatic advertising solutions for premium publishers

Strategic Goals for Premium Supply Platform Development

Create the first SSP specialized for deal-based programmatic transactions
Enable simultaneous execution of multiple deal types with varying priority levels
Implement enhanced Prebid adapter functionality to transmit all relevant bids to GAM
Automate private marketplace workflow configuration and line item management
Establish seamless integration with existing AdBook+ platform and third-party DSPs

Core Platform Capabilities

Deal ID-based bid matching engine
Customized Prebid adapter with sendAllBids functionality
Multi-deal type auction logic with priority weighting
GAM key-value pair signaling framework
Programmatic lab environment for scenario testing
Automated line item generation for private auctions
Real-time deal instruction processing pipeline
DSP integration framework for demand sources
Post-RTB decisioning logic for creative execution
API-based reporting service for bid analytics

Technology Stack Requirements

Node.js

Nest.js

Go (Golang)

React.js

Material UI

Azure (DataBricks, Blob Storage)

Kubernetes

Terraform

Grafana

System Integration Requirements

Google Ad Manager (GAM)
EngageBDR DSP
RTBiQ DSP
FatTail AdBook+ platform
Third-party demand sources via Prebid
Creative delivery infrastructure

Operational Requirements

High-throughput real-time bidding processing
Low-latency decisioning logic execution
Horizontal scalability for increasing deal volume
Automated failover mechanisms
Comprehensive monitoring dashboard
Secure data transmission between components
Maintainable codebase for future enhancements

Expected Business Outcomes

Enables publishers to execute complex deal-based transactions while maintaining compatibility with open market programmatic demand. Reduces manual configuration efforts by 70% through automated line item generation. Improves bid signal accuracy by 100% through enhanced Prebid-GAM integration. Supports privacy-compliant advertising strategies as identity resolution capabilities diminish. Positions client as market leader in premium programmatic supply solutions.