Adtech Platform for eCommerce

Intelligent ad targeting to help advertisers boost campaign ROIs

Innovative adtech solution: why a win for advertisers and publishers?

Interaction efficiency

Optimized ad buying and selling processes

Effective ad campaigns

Analytics-powered CTR + segmented targeting

Increased profits

Reaping bigger ad inventory revenues

Industry

Information & Communication

Delivery Model

Scope-driven milestone-based development

Domain

AdTech, Business Intelligence, BPM/BPA, DAM/MAM, eCommerce

Effort and Duration

4 months, 10 man-months

Technologies

PHP, Node.js, AWS, Amazon SES, MongoDB, PostgreSQL, Stripe

Introducing the client

A leading real-time advertising agency in Europe approached Oxagile with the concept of an adtech solution aimed at eCommerce companies and tailored to the specifics of their ad strategies.

The new platform would allow advertisers to create and pay for product campaigns on a pay-per-click basis from a single dashboard.

In turn, publishers would be able to serve more relevant and profitable product ads to visitors, maximizing the yield from their ad inventory.

What we delivered: adtech platform overview

Oxagile developed the entire solution from scratch, including the sophisticated prediction-based targeting mechanism that helps advertisers reach the right people with the right ads every time they browse a product catalog on the publisher’s website.

Full-fledged functionality

Advanced user management and control
Campaign creation and archiving
Google PLA feed integration and management

Balance monitoring

Budget threshold management
Stripe-based payment handling

Driving winning ad campaigns

Ad targeting based on detailed visitor profile data
Analytics-driven CTR prediction mechanism
Increasing CTR with deeper audience insights

Reporting and alerts

Powerful data analytics and report generation for individual campaigns
Email notification system

More details on system functioning

Campaign management
Every advertiser creates a profile that enables them to set up and manage product campaigns. A new campaign is created in 4 steps:
Uploading Google Shopping Feed
Selecting products from the feed
Setting the campaign’s parameters
Depositing sufficient funds to the internal account via Stripe
Ad auction logic
Oxagile implemented internal ad auction logic, giving platform advertisers access to the benefits of real-time bidding.
These include per-impression targeting, better campaign performance control, ad strategy flexibility, and deeper audience insights — all of which lead to higher CTRs.
Fault-free performance
To support many concurrent requests and growth of the client base, we implemented dynamic horizontal and vertical scaling.
The architecture allows for seamless real-time bidding calculations. The process from request to response takes just under 120 ms.
Ad serving
The system relies on server-side stitching to smoothly insert ads into pages and allow for the flexibility in page presentation.
SSAI makes it difficult for ad blocking software to separate core content from sponsored listings, protecting the publisher’s ad revenue.

Current project results and a groundwork for the future

The client received a full-fledged programmatic adtech system that will allow them to expand their offering to eCommerce clientele, sign up new contracts, and increase revenues.

At the next stage of cooperation, Oxagile’s team will be introducing a host of new features, including a more fine-grained product targeting, better search query matching logic, custom ads, ad spend prediction, and a machine learning-powered CTR engine.