A cloud usage you might be thinking about: Real Time Bidding

Let's internalise my adtech stack with my cloud and connect it to RTB...

You’re a happy cloud owner and you have activities in digital advertising, programmatic media buying. You may want to think about an integration of your cloud with AppNexus to save costs and to focus on your core business. AppNexus has been ranked #25 in the Forbes top 100 Cloud companies thanks to his 10 years expertise in building a RTB enabled cloud platform for buying and selling digital advertising!

Yes, you could build your programmatic advertising stack in your homemade cloud, Microsoft Azure, Google Cloud or Amazon AWS. You could build your ? ad servers ?, ? DSP ?, ? SSP ?, ? DMP ?, ? OMS ?, impression forecasting tools in your cloud.

Software building will not be the hardest part, handling the interconnections in the real time bidding market and at scale is!

Having your DSP evaluating impressions and responding the decision to bid in less than 100 ms to multiple SSPs that are sending tons of available ad impression auction proposals. Having your SSP to be able to transact at global scale with multiple DSPs. This imply your system to be very often executing around 50 kQPS and even more depending of your scale.

It’s challenging but still possible. You just want to keep in mind HR costs for experts as well as cloud storage and runtime costs.

Digital advertising job is already a full time job

Your dream is to instantiate a RTB connectivity component in your cloud. This is what you got integrating AppNexus with your cloud. You will provide your cloud, without implementation frictions, a global load balanced IT infrastructure able to bid in real time on the ad impressions available across SSPs.

You could be connected in real time to SSP and DSP without even be thinking about servers and latencies. Think about it as building this integration as you would instantiate a Real Time Bidding connectivity enablement container.

How flexible this integration would be for your online advertising activity? As flexible as using your own specific app built in your cloud, because that’s exactly this! In AppNexus you’re able to embed your own buying algorithm and push campaigns and strategies using APIs.

Keep the control on digital ad marketing and your KPIs by uploading your own algorithms.

It’s better to focus your resources on building the best digital advertising buying algorithm, understand market trends, the publishers, the creative assets and their influence on users, measure campaigns efficiency.

Here are some high level architecture proposals:

AppNexus integration with Microsoft Azure cloud (PaaS)

AppNexus integration with Google cloud (hybrid Paas/IaaS)

AppNexus integration with amazon AWS cloud (hybrid Paas/IaaS)

Conclusion

You already own a cloud and looking for cost saving while focusing on your job more than IT implementation so you’re thinking about embed your digital advertisement technology stack in your cloud.

You could build everything in your cloud, but those building should be global, load balanced and connected to if not all at least the major current DSPs and SSPs of the market.

You may want to consider to use the specific cloud integration approach by connecting your app including your value added media buying algorithms and campaigns to an existing platform such as Appnexus which have an existing real time bidding enabled platform for 10 years.

References

Thanks to Hadrien Camus for his precious help teaching me cloud computing concepts -

To move forward you also might find those reading interesting

[1] – Interesting testimony about a RTB stack built in a homemade cloud

[2] – Building RTB stack with Google Cloud

[3] – building RTB stack with AWS

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