Platform for programmatic advertising
A system to control programmatic advertising traffic that provides to a demand-side platform (DSP) server a desired amount and type of digital advertisement inventory data traffic from at least one real-time-bidding (RTB) advertising exchange. The system includes a network traffic management computing platform that receives the digital advertisement inventory data traffic over at least one network. The system also includes a toggle component of the network traffic management computing platform that restricts delivery of a portion and routes delivery of an unrestricted portion of the digital advertisement inventory data traffic to the DSP server based on pre-selected parameters. The toggle component also routes data representing a bid to the at least one RTB advertising exchange associated with the unrestricted portion of the digital advertisement inventory data traffic delivered to the at least one DSP server.
1. A system to control programmatic advertising traffic that provides to a demand-side platform (DSP) server a desired amount and type of digital advertisement inventory data traffic from at least one real-time-bidding (RTB) advertising exchange, the system comprising:
a network traffic management computing platform that receives the digital advertisement inventory data traffic over at least one network;
a rate limiter component configured to limit a rate at which digital advertisement inventory data traffic is delivered to the DSP server; and
a toggle component of the network traffic management computing platform, the toggle component comprising an optimization module implemented using a processor, configured to access machine learning resources configured to execute a machine learning algorithm and to set a plurality of different toggles in real-time at least partly in response to detected inventory composition and detected demand, the plurality of toggles comprising at least:
an origin toggle specifying one or more origin percentages for respective origins,
an audience toggle,
a viewability metric toggle comprising a viewability percentage,
a duplicates toggle configured to filter recycled digital advertisement inventory data across multiple RTB advertising exchanges or redundant digital advertisement inventory data from multiple RTB advertising exchanges to inhibit multiple competing bids from a same bidder for a given impression, and
a fraud detection toggle,
the toggle component configured to:
filter the digital advertisement inventory data traffic from the at least one RTB advertising exchange in accordance with the settings of the plurality of different toggles to:
restrict delivery of a filtered out portion of the digital advertisement inventory data traffic from the at least one RTB advertising exchange to the DSP server, and
enable routing and delivery of a permitted portion of the digital advertisement inventory data traffic from the at least one RTB advertising exchange to the DSP server;
route data representing a bid to at least one RTB advertising exchange associated with the permitted portion of the digital advertisement inventory data traffic delivered to the DSP server.
2. The system of claim 1 wherein the viewability toggle is related to at least one of pre-selected parameters associated with viewability characteristics of advertising traffic relative to configurations of computing devices that receive the advertising traffic.
3. The system of claim 2 wherein the toggle component permits delivery of a portion of the digital advertisement inventory data traffic having desired viewability characteristics to the DSP server.
4. The system of claim 2 wherein the toggle component restricts delivery of the digital advertising inventory data traffic lacking in desired viewability characteristics from delivery to the DSP server.
5. The system of claim 1 wherein the audience toggle is related to one or more pre-selected parameters associated with audience characteristics of the advertising traffic relative to the audience for the advertising traffic.
6. The system of claim 1 wherein the fraud protection toggle is related to one or more pre-selected parameters associated with detection of an indicator of fraud with respect to at least a portion of a bid stream associated with at least one of the digital advertisement inventory data traffic and at least one RTB ad exchange.
7. The system of claim 1 further comprising an automatic settlement module of the network traffic management computing platform that connects to a server of a financial platform to clear transactions for delivery of advertising inventory between the DSP server and at least one RTB ad exchange.
8. The system of claim 1 wherein the optimization module of the network traffic management computing platform is configured to survey digital advertisement inventory data traffic between a plurality of DSP servers and RTB ad exchanges and that tunes a set of toggles over time to improve a pre-selected parameter associated with delivery of the advertising inventory to the DSP server.
9. The system of claim 8 wherein the optimization module tunes the set of toggles over time to improve a click-through rate (CTR) parameter associated with delivery of the advertising inventory to the DSP server.
10. The system of claim 1 wherein the optimization module of the network traffic management computing platform is configured to survey the digital advertisement inventory data traffic between a plurality of DSP servers and RTB ad exchanges and automatically re-balances delivery of a portion of the digital advertisement inventory data traffic to a DSP based on a pre-selected parameter.
11. The system of claim 1 wherein the optimization module of the network traffic management computing platform is configured to survey the digital advertisement inventory data traffic between a plurality of DSP servers and RTB ad exchanges and automatically shape delivery of a portion of the digital advertisement inventory data traffic to the DSP server based on at least one of a pre-selected parameter.
12. The system of claim 11 wherein the at least one pre-selected parameter on which the optimization module automatically shapes delivery of a portion of the digital advertisement inventory data traffic to the DSP server is selected from a group consisting of a win rate parameter, an ad impression parameter, a click-through rate parameter, and a conversion rate parameter.
13. The system of claim 11 wherein the at least one pre-selected parameter on which the optimization module accesses the machine learning resources to automatically re-shape delivery of a portion of the digital advertisement inventory data traffic to the DSP server is selected from a group consisting of a bidding parameter, a win rate parameter, an ad impression parameter, a click-through rate parameter, and a conversion rate parameter.
14. The system of claim 11 wherein the optimization module automatically scales a number of cloud computing resources when it automatically shapes delivery of a portion of the digital advertisement inventory data traffic to the DSP server based on at least one of a pre-selected parameter.
15. The system of claim 1 further comprising a toggle creation module of the network traffic management computing platform that creates toggles configured to be manipulated through an associated visual UI component, each of the toggles is related to at least one pre-selected parameter and each of the toggles alters what portion of the digital advertisement inventory data traffic is restricted from being delivered to the DSP server.
16. The system of claim 15 wherein the at least one pre-selected parameter on which each of the toggles alters what portion of the digital advertisement inventory data traffic is restricted from being delivered to the DSP server is selected from a group consisting of a handset parameter, an operating system parameter, a device ID parameter, a location parameter, a type of carrier parameter, and a session depth parameter.
17. The system of claim 1 wherein the network traffic management computing platform is provided as a software-as-a-service-platform disposed between the DSP server and the at least one RTB ad exchange.
18. The system of claim 1 wherein the at least one toggle component comprises a set of toggles that includes toggles each related to a different RTB ad exchange, and wherein the at least one toggle component restricts a portion of the digital advertisement inventory data traffic from being delivered to the DSP server when it is redundant to digital advertisement inventory data traffic that has already been delivered from a different RTB advertising exchange.
19. The system of claim 1 wherein the at least one toggle component is associated with a pre-selected list of RTB ad exchanges, and wherein the toggle component only permits a portion of the digital advertisement inventory data traffic from being delivered to the DSP server when its origin is from at least one of the pre-selected list of RTB exchanges.
20. The system of claim 1 wherein the toggle component comprises a set of toggles that includes at least one toggle related to an amount of bids, and wherein the toggle component permits delivery of a portion of the digital advertisement inventory data traffic to the server of the DSP only when the amount of bids is less than a preselected amount.
21. The system of claim 20 wherein the set of toggles includes toggles each related to a different RTB ad exchange, and wherein the toggle component permits delivery of a portion of the digital advertisement inventory data traffic to the DSP server when its origin is from any one of the different RTB ad exchanges and the amount of bids is less than the preselected amount.