Integrating OpenRTB with a Crypto-Native Advertising Platform: A Technical Deep Dive

Introduction

OpenRTB is the industry-standard protocol for real-time bidding (RTB) in digital advertising, enabling seamless communication between Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) or Ad Exchanges. In recent years, the adoption of blockchain technology in the advertising space has introduced innovative, decentralized platforms that can benefit from integrating OpenRTB. In this blog post, we will explore how OpenRTB can be used in a crypto-native advertising platform, where bid requests and responses are managed through on-chain smart contracts, referred to as the On-Chain Ad Protocol.

Overview of Crypto-Native Advertising Platform

A crypto-native advertising platform leverages blockchain technology to facilitate decentralized, transparent, and secure transactions between advertisers, publishers, and users. Key components of a crypto-native advertising platform include:

1. On-Chain Ad Protocol: A set of on-chain smart contracts for handling ad bookings, validation, reward distribution, and proof of completion.
2. Proof of Completion: A mechanism within the On-Chain Ad Protocol that allows users to prove they have completed their engagement or action, triggering automatic attribution or reward distribution.
3. Decentralized Data Management Platforms (DMPs) for user segmentation and targeting.
4. Tokenized ad inventory and rewards.
5. Integration with decentralized identity solutions for privacy-preserving user tracking.

Integrating OpenRTB with a Crypto-Native Advertising Platform

The integration of OpenRTB with a crypto-native advertising platform requires several key steps, including:

Custom OpenRTB Extensions

To support the unique aspects of a crypto-native advertising platform, custom extensions can be added to the standard OpenRTB bid request and response objects. These extensions can include information related to tokenized ad inventory, On-Chain Ad Protocol, user segmentation data from decentralized DMPs, and proof of completion mechanisms.

These custom fields will be added as extensions using the "ext" field. Bid Request Extension:

{
  "id": "12345",
  "imp": [
    {
      "id": "1",
      "banner": {
        "w": 300,
        "h": 250
      },
      "ext": {
        "on_chain_ad_protocol": {
          "user_wallet_address": "0x1234567890abcdef1234567890abcdef12345678",
          "token_type": "ERC20",
          "protocol": "0x9876543210abcdef1234567890abcde987654321",
          "mechanic_id": "MECHA123"
        }
      }
    }
  ],
  ...
}        

In the bid request, we include the user's wallet address, the token type (e.g., ERC20), and the mechanic_id for which the user is engaging. This information will help the advertiser target the user and link the right ad content to the target mechanic validation.

Bid Response Extension:

{
  "id": "12345",
  "bidid": "abc123",
  "seatbid": [
    {
      "bid": [
        {
          "id": "1",
          "impid": "1",
          "price": 2.50,
          "ext": {
            "on_chain_ad_protocol": {
              "reward_token_contract_address": "0xabcdef1234567890abcdef1234567890abcdef12",
              "reward_amount": 50,
              "engagement_rules_url": "<https://example.com/rules>"
            }
          }
        }
      ]
    }
  ],
  ...
}        

In the bid response, we include the reward token contract address, the reward amount, and a URL containing the rules. This data will be used by the publisher to display the ad to the user and inform them about the rewards they can earn for successful completion.

By adding these custom extensions to the OpenRTB bid request and bid response objects, we can effectively integrate the On-Chain Ad Protocol's unique features into the existing OpenRTB framework. This enables seamless interaction between the crypto-native advertising platform and the traditional programmatic advertising ecosystem.

AdServer Oracle

To bridge the gap between the off-chain OpenRTB ecosystem and the On-Chain Ad Protocol, an AdServer Oracle can be employed. This server-side component is responsible for translating OpenRTB bid requests and responses into on-chain transactions and vice versa. The AdServer Oracle ensures seamless communication between OpenRTB-enabled DSPs/SSPs and the crypto-native advertising platform's On-Chain Ad Protocol.

Suppose a publisher wants to display an ad with a quest engagement from the On-Chain Ad Protocol. Here's a step-by-step technical illustration of how the AdServer Oracle comes into play:

Publisher sends ad request to AdServer Oracle:

When a user visits the publisher's site or app, the publisher sends an ad request to the AdServer Oracle, including the user's session and wallet information:

{
  "user_session": "session123",
  "wallet_address": "0x1234567890abcdef1234567890abcdef12345678"
}        

AdServer Oracle fetches on-chain data:

The AdServer Oracle connects to the blockchain and fetches the relevant on-chain data, such as available ad inventory, quest details, and reward token information. This is done by interacting with the On-Chain Ad Protocol's smart contracts.

AdServer Oracle communicates with off-chain components:

The AdServer Oracle communicates with off-chain components, such as the Demand-Side Platform (DSP), Supply-Side Platform (SSP), and Data Management Platform (DMP), to gather user performance data, segments, and ad inventory.

AdServer Oracle prepares the ad manifest:

Based on the on-chain and off-chain data, the AdServer Oracle prepares an ad manifest containing the ad content, engagement details, and reward token information:

{
  "ad_content": "<https://example.com/ad_creative>",
  "quest_details": {
    "mechanic_id": "MECHA123",
    "engagement_rules_url": "<https://example.com/rules>"
  },
  "reward_token": {
    "contract_address": "0xabcdef1234567890abcdef1234567890abcdef12",
    "amount": 50
  }
}        

AdServer Oracle sends the ad manifest to the publisher:

The AdServer Oracle sends the ad manifest to the publisher, which then displays the ad content and the quest engagement to the user. The user can interact with the mechanics, and upon successful completion, the user's wallet will receive the reward tokens as specified in the manifest.

By utilizing the AdServer Oracle, the crypto-native advertising platform can efficiently bridge the gap between on-chain and off-chain components, allowing for seamless integration and interaction between the various advertising ecosystem participants.

Integrating On-Chain Ad Protocol with OpenRTB

The On-Chain Ad Protocol should be designed to handle OpenRTB-compatible bid requests, validation, reward distribution, and proof of completion. By updating the On-Chain Ad Protocol to support OpenRTB-related metrics and analytics, the crypto-native advertising platform can effectively measure and optimize campaign performance in line with industry-standard practices.

Let’s focus on the role of the Supply-Side Platform (SSP) and Demand-Side Platform (DSP) in this integration.

SSP Integration:

The SSP will need to include the On-Chain Ad Protocol-specific information in the bid request, as well as integrate with the AdServe partner SDK to retrieve on-chain ad inventory.

When a user visits a publisher's site, the SSP will create a bid request that contains the necessary information about the user, such as their wallet address, token type, the address of the on-chain protocol contract, and mechanic_id. This can be included in the ext field of the bid request object:

"ext": {
  "on_chain_ad_protocol": {
    "user_wallet_address": "0x1234567890abcdef1234567890abcdef12345678",
    "token_type": "ERC20",
    "protocol": "0x9876543210abcdef1234567890abcde987654321",
    "mechanic_id": "MECHA123"
  }
}        

The SSP will then send the bid request to the connected DSPs, which will use this information to determine the best ad content for the user based on the On-Chain Ad Protocol.

DSP Integration:

The DSP will need to analyze the bid request and decide which ad content is most suitable for the user based on the On-Chain Ad Protocol information provided. It will also need to include the relevant reward and quest information in the bid response.

Upon receiving the bid request, the DSP will analyze the user's wallet address, token type, and mechanics to determine the best ad content to serve. It will then create a bid response that includes the necessary information about the reward token contract address, reward amount, and rules URL:

"ext": {
  "on_chain_ad_protocol": {
    "reward_token_contract_address": "0xabcdef1234567890abcdef1234567890abcdef12",
    "reward_amount": 50,
    "engagement_rules_url": "<https://example.com/rules>"
  }
}        

The DSP will send the bid response back to the SSP, which will then forward it to the publisher for displaying the ad content and engaging the user with the quest mechanism.

By integrating the On-Chain Ad Protocol with OpenRTB in this manner, SSPs and DSPs can effectively bridge the gap between the crypto-native advertising platform and the traditional programmatic advertising ecosystem. This enables seamless interactions between the various participants, including publishers, advertisers, and users, while leveraging the unique features of the On-Chain Ad Protocol.

Enhanced Publisher Integration

Publishers play a crucial role in the success of the crypto-native advertising platform. To fully leverage the platform's innovative features and ensure seamless integration with the ecosystem, publishers need to make several updates and enhancements to their existing infrastructure. Key aspects of this enhanced publisher integration include:

By implementing these integrations, publishers, advertisers, and users can all experience the full potential of the platform and contribute to a more efficient and effective advertising ecosystem.

Benefits of Integrating OpenRTB with a Crypto-Native Advertising Platform

By integrating OpenRTB with a crypto-native advertising platform, the benefits of both systems can be realized:

1. Enhanced Transparency: Blockchain technology introduces transparency and trust in the advertising ecosystem, reducing the risk of fraud and manipulation.
2. Improved Targeting: Decentralized DMPs provide user segmentation intelligence, allowing for highly targeted ad campaigns that take into account user preferences and behavior.
3. Secure and Anonymous Reward Distribution: Tokenized rewards and decentralized identity solutions enable secure and anonymous reward distribution without requiring users to disclose personal information.
4. Automated Attribution and Rewarding: The Proof of Completion mechanism ensures that users are automatically rewarded upon completing an engagement

Why This Crypto-Native Advertising Platform Model is Novel

The crypto-native advertising platform model stands out due to its innovative approach to the digital advertising landscape. By combining the strengths of OpenRTB and blockchain technology, it creates a unique ecosystem that addresses many of the challenges faced by traditional advertising systems. The novel aspects of this model include:

1. Decentralization: The platform leverages blockchain technology to decentralize the advertising process. This allows for greater transparency, reduced risk of fraud, and more equitable distribution of rewards among participants in the ecosystem.
2. On-Chain Ad Protocol: The On-Chain Ad Protocol is a set of smart contracts that handle ad bookings, validation, reward distribution, and proof of completion. It operates on the blockchain, ensuring that all transactions are transparent, secure, and tamper-proof.
3. Proof of Completion: This mechanism, embedded within the On-Chain Ad Protocol, enables users to prove that they have completed their engagements or actions. As a result, the platform can automatically trigger attribution or reward distribution, eliminating the need for manual tracking or intervention.
4. Tokenized Ad Inventory and Rewards: The platform uses cryptographic tokens to represent ad inventory and rewards. This approach allows for easy tracking, transfer, and exchange of value within the ecosystem, while ensuring that participants maintain control over their assets.
5. Decentralized Data Management Platforms (DMPs): This model leverages decentralized DMPs for user segmentation and targeting. These DMPs maintain user privacy while providing valuable insights that help advertisers deliver highly relevant and targeted ad campaigns.
6. Privacy-Preserving User Tracking: The platform integrates with decentralized identity solutions to protect user privacy. This ensures that users can engage with ads and receive rewards without disclosing personal information.
7. Seamless Integration with OpenRTB: By integrating the well-established OpenRTB protocol, this novel model allows the crypto-native advertising platform to interact with existing DSPs and SSPs, making it easier for advertisers and publishers to adopt the new technology.

In summary, the crypto-native advertising platform model is novel due to its unique combination of blockchain technology, on-chain smart contracts, tokenization, decentralized data management, and privacy-preserving user tracking. This innovative approach addresses many of the challenges faced by traditional advertising systems, making it a promising solution for the future of digital advertising.

Conclusion: A New Era of Digital Advertising

The crypto-native advertising platform represents a ground breaking shift in the digital advertising landscape. By harnessing the power of blockchain technology, decentralized identity solutions, and the OpenRTB protocol, this novel model addresses many of the challenges faced by traditional advertising systems. The platform ensures greater transparency, enhanced user privacy, and improved targeting capabilities, all while offering a streamlined and rewarding experience for users, publishers, and advertisers alike.

As more publishers embrace this innovative model and integrate its features into their platforms, we can expect to see a more equitable and efficient digital advertising ecosystem emerge. This will not only benefit the various stakeholders in the industry but also elevate the overall user experience.

By fostering a decentralized, secure, and user-centric environment, the crypto-native advertising platform ushers in a new era of digital advertising that is primed to revolutionize the way we engage with online content and interact with brands. As the industry continues to evolve, this innovative approach will undoubtedly play a significant role in shaping the future of advertising and creating lasting value for all participants in the ecosystem.