IOT Real Time Bidding Project
We at URL Systems provide solutions for both IT and non-IT related industries. We have vast experience in IT and public sector.
As part of this we are working on IOT RTB project.
The Executive Summary of the project
URL systems Inc is a Software Development and Services company based out of Metuchen, New Jersey. The company is involved in building a white label Real-Time Bidding software for use of media agencies across the world.With the explosion of connected sensor or Internet of Things(IOT) there are more avenues to reach out to consumers using the data provided by sensors.
To address this market demand URL systems, began to expand its Product URTB into IOT space.
IOT landscape value proposition
With the potential to streamline and deliver greater time and cost savings to a broad spectrum of enterprise tasks, opportunities for Internet of Things (IoT) adoption are proliferating. It’s encouraging to see so many industry-leading manufacturers, service providers, software and systems developers getting down to the hard work of making the vision IoT investments pay off.
Market Opportunity for Advertisers
The IoT presents endless new opportunities to deliver contextually relevant ads. We no longer have to rely on the ‘spray and pray’ coupon approach, hoping something will stick. We can run marketing campaigns that deliver useful services, content and experiences to consumers in the moment, on demand and on the go.
The Internet of Things (IoT) – where every day physical products are connected to the internet and are capable of sending and receiving data – is set to transform consumer habits. With 10 billion mobile-connected devices predicted to be available by 2018, brands are considering what the IoT will mean for their advertising efforts.
From connected cars to wearable technology, the IoT is rapidly expanding to include many ordinary products in our lives. Able to communicate directly with each other, as well as the consumer, ‘smart products’ open valuable channels for brands to advertise to consumers on a personal scale, regardless of their location.
To give an example, a smart refrigerator is able to sense the products stored inside it and notify the consumer when a product needs to be replenished. Using the data available, this gives brands the opportunity to target the consumer with their product, at exactly the right time.
The most obvious impact the IoT will have on the advertising industry is a significant increase in the volume and variety of consumer data available.
IoT technologies allow extremely granular data to be gathered in real-time, allowing brands to build up an in-depth picture of the customer and their behavior. This increased availability of accurate consumer data will provide an opportunity for both brands and agencies to deliver precise, personalized, and targeted advertising, and perhaps an even deeper understanding of how to best reach consumers.
Currently Media agencies do all the programmatic Media buying using DSP partners. Will enable them to execute programmatic buying using their own RTB without entirely being dependent on DSP
- The solution should integrate with existing Data Management Platform for decisioning heuristics
- The solution will need to integrate with the existing workflow solution for campaign information
- The solution will done in multiple phases. For the first phase the integration will be with AppNexus and in the subsequent phases other channels like mobile, social & video along with the other exchanges/SSP’s will be integrated.
- The solution should highly scalable and extensible to rapidly integrate with other partners
- The solution would require building up of IOT ad sdks which would work in partnership with IOT device SDKs.
RTB system would follow a layered architecture with messaging queues communication
channel between multiple layers.
HTTP Server cluster would be responsible for handling the requests from ad exchanges
and parsing the bid requests. This layer can be scaled horizontally to handle the incoming
Bidder cluster would be implementation the bidding logic and would identify a campaign
against which a response for bidding would be send. This layer can be scaled to handle
bidding of large number of concurrent requests.
Messaging cluster would be used for communicating between different layers. Focus is
on the keep the complete processing as asynchronous as possible but still be able to simulate request-response model.
In memory database would be used to store the lookup data to achieve milliseconds response time