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Development of an Open RTB-Compliant Marketing Cloud Platform for Programmatic Advertising Optimization
  1. case
  2. Development of an Open RTB-Compliant Marketing Cloud Platform for Programmatic Advertising Optimization

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Development of an Open RTB-Compliant Marketing Cloud Platform for Programmatic Advertising Optimization

websensa.com
Publishing & News
Advertising & marketing

Challenges in Digital Advertising Strategy

The client required a sophisticated system to optimize programmatic ad buying on both supply and demand sides, while maintaining adaptability and compliance with Open RTB standards. Existing solutions lacked integration with marketing automation and scalable performance for high-traffic environments.

About the Client

A leading Polish internet publishing company serving 5+ million users across thematic portals, seeking innovation in digital advertising and machine learning integration.

Objectives for the Marketing Cloud Platform

  • Create an adaptable, Open RTB-compliant advertising ecosystem
  • Integrate programmatic ad buying with marketing automation functionalities
  • Enhance advertising effectiveness through machine learning-driven insights
  • Reduce operational costs while improving scalability and performance
  • Enable seamless collaboration between internal and external development teams

Core System Functionalities

  • AdExchange platform with real-time bidding (RTB) engine
  • Marketing Automation Bidder with AI-driven targeting
  • Open RTB 2.5/2.6 protocol compliance
  • Cross-platform ad campaign management dashboard
  • User behavior analytics integration for dynamic ad optimization

Technology Stack Requirements

Golang
ClickHouse
SQL
React.js
Kafka
Docker
Kubernetes

System Integration Needs

  • Demand-Side Platforms (DSPs)
  • Supply-Side Platforms (SSPs)
  • Customer Data Platforms (CDPs)
  • CRM systems for campaign alignment
  • Data warehouses for analytics

Performance and Scalability Expectations

  • High-throughput, low-latency bidding engine (sub-100ms response times)
  • Horizontal scalability for 10M+ daily ad impressions
  • 99.99% system availability with failover mechanisms
  • GDPR-compliant data processing architecture
  • Real-time analytics dashboard with millisecond-level query performance

Expected Business Impact

The platform is projected to reduce advertising operational costs by 30-40% while increasing campaign ROI through AI-driven optimization. The system's scalability will support 10x traffic growth, and integrated marketing automation is expected to improve user engagement metrics by 25%. The solution will provide 360-degree campaign visibility and enable dynamic ad strategy adjustments in real-time market conditions.

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