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Development of a Unified AdTech Marketplace for Automated Converged Advertising Sales

oxagile.com

Advertising & marketing

Media

Information technology

Challenges in Advertising Sales Optimization

Broadcasters face declining TV ad revenue due to manual inventory management processes and fragmented workflows across traditional and OTT platforms. Advertisers struggle with inefficient ad distribution, lack of real-time performance monitoring, and time-consuming proposal requests. Existing systems fail to unify linear TV, digital, and OTT advertising workflows, leading to suboptimal ROI and operational inefficiencies.

About the Client

A technology-driven advertising solutions provider aiming to optimize TV, digital, and OTT ad inventory sales through automation and data analytics

Goals for the AdTech Marketplace

Create a centralized platform for converged advertising workflows across TV, digital, and OTT channels
Automate end-to-end order management for broadcasters and advertisers
Implement rating-based dynamic pricing using Nielsen/Comscore data
Enable real-time campaign performance monitoring and reporting
Reduce manual processes through intelligent order validation and communication systems

Core System Capabilities

Seller portal for inventory management and rating-based pricing
Buyer application with real-time avails and campaign analytics
Integrated communication system for proposal customization
Automated order processing with preempt/makegood handling
Unified reporting dashboards for inventory sales and campaign performance

Technology Stack Requirements

Go, .NET Core for backend services

ReactJS/AngularJS for frontend interfaces

AWS cloud infrastructure with gRPC

PostgreSQL and MS SQL for data storage

Docker containerization for deployment

System Integration Needs

Nielsen/Comscore rating systems
SSO with OpenID Connect (Okta/IdentityServer4)
Third-party ad verification tools
Payment gateways for automated transactions
Existing broadcaster inventory systems

Operational Requirements

Real-time data processing for campaign monitoring
Horizontal scalability for growing broadcaster network
Enterprise-grade security with role-based access control
99.9% system availability SLA
Multi-tenancy support with data isolation

Expected Business Impact

The platform is projected to increase broadcaster ad revenue by 30% through optimized inventory utilization, reduce operational costs by 40% via automation, and decrease campaign setup time from days to minutes. Advertisers will benefit from 20% higher campaign ROI through data-driven targeting, while the marketplace will enable 50% faster order processing compared to traditional workflows.