Why adsquare’s Pre-bid Integration Is Essential For DSPs To Enable Moment Marketing
Programmatic advertising requires cutting edge technology which ensures both a reliable, and also a quick response environment to provide relevant and timely ads to the consumers. In the age of contextual marketing, making data available in real-time is more important than ever before. The ability to utilise mobile audience data to enrich the bid stream on-the-fly has become a crucial requirement for DSPs because advertisers are focusing all efforts to recognize patterns in consumer behavior, and utilize them in engagement strategies.
adsquare’s tech team is fully dedicated to providing a solution that enables those processes seamlessly, and our pre-bid integration into leading DSPs is the core of this offering. How necessary is this deep integration you may wonder? This post describes the benefits of a pre-bid integration with adsquare’s data exchange.
A new approach for real-time data
The adtech environment is highly fragmented, with numerous tech players from all disciplines involved into the media buying process. DSPs, publishers, DMPs and SSPs all have different approaches to working in this fast-paced programmatic media buying environment. The key connector between all of those players is data, yet it is the way they handle data, and the type of data they offer and work with that also makes them different from each other the most.
Currently, the data that is mostly available in the ecosystem is static profiles and mostly processed via bulk-uploads in a flat file format. This data is of high value, but how does it tie in with the demand for real-time data that considers both the holistic audience data as well as the current situation? Static profile data is based on IDs and is by default not able to enrich bid requests with contextual real-time data which is linked to other anchors (e.g. location) rather than advertising IDs, which define the user or the device but not the current context.
adsquare brings a new approach to the table. With our pre-bid integration into leading DSPs, we are able to enrich the bidding process with both rich audience and live contextual data. This enables buying platforms to perform real-time decision making and bid adjustments based on dynamic data.
So how does adsquare’s pre-bid integration work?
According to RTB standards, a DSP has a maximum of 100 milliseconds to respond to a bid request, which is quite a short time given the number of processes that need to occur in this instant.
Applying a sophisticated targeting taking into account the current environmental context and the profile of the user is yet a complex challenge that requires tremendous amount of work. It’s sophisticated enough that this particular process is wort
h outsourcing to a partner whose main competence is to enable the data enrichment in the shortest possible time. What makes adsquare stand out is that our pre-bid integration guarantees DSPs to retrieve all relevant information about the user.
The enrichment module available by adsquare is deeply integrated into the DSPs server infrastructure, so no network-latency is added on top. It contains not only highly-optimized and self-developed in-memory databases, but also takes care of special pre-processes such as fraud-control and location qualifying. It is continuously and automatically updated by the adsquare platform in the background via the so called sync module.
Pre-bid is key for moment marketing
The pre-bid integration is the main enabler for advertisers that allows them to target users based on their current situation – their location, surrounding and current context. Moment marketing has become one of the most powerful tools, and to access those mobile moments and understand the context of the user is the first step to successful targeting. However, it is not the core business of a DSP. adsquare’s module is fully optimised and horizontally scalable allowing us to process up to 500K queries per second (QPS) on an average server.
In addition to this, it is important to reiterate that data providers supply data in many different formats. For moment marketing, it is fundamental that different sets of data can be onboarded to enrich the bid stream effortlessly and quickly, and this is why within the pre-bid integration, we enable this effortlessly through the sync module within the enrichment API. The sync module ensures that the enrichment API within the DSP is always updated with the most relevant and optimised data for real-time enrichment.
The pre-bid integration is also unlocking a great new potential when advertisers are looking into targeting based on consumer’s profile over time, where the anchor is not the current ‘mobile moment’, but rather consumer’s advertising ID. This is made possible in near real-time and it’s available right into the DSP, and it allows advertisers to get to both the mobile moment and the advertising ID of a consumer with a single integration.
Harnessing a secure environment for data
With the development of mobile marketing, an increasing number of advertisers, data providers and publishers will engage with mobile programmatic campaigns. Data-driven strategies are overtaking traditional approaches, and this means that more and more data will be collected, made available, onboarded and used for targeting.
Handling data means ensuring an unbreakable level of security, and data leakage is a huge problem when it comes to data – especially valuable first party data.
Our pre-bid integration enables real-time enrichment so DSPs don’t need to give a thorough list of audience IDs out of their hands. Raw data does not leave adsquare’s secure platform, and the intelligent algorithms and data structures used to compress and anonymize data not only guarantee optimal performance, but are also compliant to strict data privacy rules.
New breed of data exchange
We are integrated with all leading DSPs, including The Trade Desk, AppNexus, Google DBM, Adform and Sizmek, with as many as 40 servers.
The pre-bid integration is one solution in a set of many adsquare developed over the past couple of years to offer the market a new solution for new challenges and opportunities. Our data exchange is not just another logo in the Lumascape, it actually is a new category.
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