About the Client
Rubicon is one of the biggest AdTech companies in the world. The company was named one of the top three ad exchange entities by comScore. The client wanted to expand their business to partner with large providers and needed customization and solution integrations.
The direct advertising market is forecasted to surpass $60 billion in 2016.
Still, display ads are usually purchased manually.
With hundreds of requests appearing every second, it’s hard to process them properly and avoid the simultaneous purchase of the same banner place.
The other challenge was dividing all placements by activity directions and placing only appropriate content for each publisher’s subjects.
Finally, our client had a challenge with MediaOcean integration.
Our team developed Orders, an end-to-end guaranteed orders solution adds direct order automation to the efficiency of Real-Time Bidding (RTB).
The platform lets buyers and sellers automate their full digital advertising solutions. It’s easy and efficient, making the process of direct deals from a matter of days or weeks down to hours.
Moreover, it’s sophisticated, with the ability to provide accurate forecasts and use both buyer and seller data sets.
The platform lets users choose the website they want to be advertised on and send a request to the seller. After the transaction is confirmed, the system calculates the cost automatically, depending on the conditions of the transaction. And if users want to clarify any details, they can exchange messages directly.
The product aims to scale automation efforts for the direct buying sector – the largest part of the digital advertising market, by integrating Rubicon Project’s Orders with MediaOcean’s Prisma platform.
First, we had to refactor and test all the code that was written before. After that, we had to synchronize seller and buyer pages, which was a real challenge. We also developed filters for buyers.
The next step was designing the integration between MediaOcean’s advertising and Rubicon’s workflows. We built an SOA platform for ad services negotiations to maintain the legacy codebase, add new features and integrations.
Now, the combined Orders solution offers unprecedented scale, efficiency and a standardized end-to-end process for billions of dollars of directly sold campaigns from the world’s largest brand advertisers.
The services were developed using Java and Spring.
We built the connection between our services and the front end of the website using the customized Apache Thrift framework.
Also, we used Jenkins and Docker for deployment and MySQL to manage data. NodeJS with CoffeeScript were used for the back end, and AWS was used as a cloud provider in production.