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Ivan GuzenkoCEO, Co-founderSmartyAds
Goal: 100% win rate + Bandwidth reductionCASE 1
Needs a manager to set up campaigns
Needs a tech
Person
DSP
Wants to win more
How it works in most cases today ?
Doesn't want to send blind bid request
Wants to align the inventory with the demand
Has an algorithm to align the supply with the demand(not always)
Has a dashboard to set-up bid request parameters (majority)
Has an API to set up the bid stream (every API is different and needs tech integration)
SSP
Result : lots of unfilled bid requests
openRTB
SSP DSP
ONLY tailored requests +average clearing price
recommendation
Pre-paid order withCampaign parameters
Result : No human setup Maximum win rate No overspending on bandwidth Better QPS allocation
Programmatic Solution for Case 1
The data does not align (sometimes)
DSPSSP
Pattern : Every player has it’s own data that is not aligned in anyway
Data
$
Data
DMP 2 DMP
Asks about Requests
AnswersAdditional data cost
DMP data and ownDecisions & Actions
Bid/CampaignRelated data
Bids
Request
Goal: 100% win rate + Bandwidth reductionCASE 2
Every player calls all other players for the user data they have, through the distributed block chain empowered protocol.
SSP DSPData Data
DataAd
exchange
* Getting different pieces of data from different sources
Solution for CASE 2
Expensive in-house development Black box 3rd party algorithms that you can’t use on-demand
Buy algorithm $
SSPDSP1
DSP2
Algorithm ProviderDSP3
Proprietary algorithm to boost CTR
Flat-bid PSP
No algorithm
CASE 3
SSP DSP1
DSP2
Buy from 1 place use algorithm from another many-to-many
Protocol to use any 3rd party algorithm on-demand
Companies can ‘stand-out’ by offering own algorithms not ‘going out’ of the protocol
Algorithm Provider
Solution for CASE 3
