The High-Level Exchange: A Central Hub for Ad Buying

The transformative evolution of the programmatic advertising landscape is giving tough competition to traditional media buying across television, print, and outdoor advertising through the integration of new technologies, platforms, and components at a rapid pace. These emerging automated solutions empower advertisers and publishers through AI-driven bidding algorithms and real-time audience targeting. Additionally, they facilitate automated inventory optimization to optimize ad placement and inventory-selling operations effortlessly.

To benefit the entire ad transaction process, Rishabh Software, as a leading AdTech software development and consulting services provider, has developed comprehensive AdTech solutions built on the foundation of cutting-edge technologies.

In this blog, we will explore high-level ad exchange solution workflow and how we strategically assisted our development partners in streamlining their processes, optimizing the campaigns, and maximizing the returns. Let’s explore the technical workflow of our High-Level Ad Exchange solution, which seamlessly operates within a well-defined ad exchange architecture.

1. The process in High-Level Ad Exchange begins with stored information about assets such as inventory, available space, customer data, and other details in the Inventory Manager.

2. With accurate information, it can proceed with its core responsibility of creating and editing deals based on the available ad inventory. These deals outline the terms or guidelines for selling or trading the ad spaces. Additionally, deals can be canceled at any time.

3. In Media Management, Media Owners can upload creative(s) for each deal. For each creative, it must go through the moderation process to be reviewed and approved to be eligible for play. Once approved, the creative must also be considered eligible for the frames within the deal to win an auction.

4.1 Once the deals are established, the Booking Retriever Updater retrieves them from Supply-Side Platforms (SSPs) and Media Owners (MOs). During this stage, the inventory is validated to ensure the ad spaces are available and appropriately aligned with the campaign’s requirements.

4.2 After validating the deals, the Booking Retriever Updater forwards them to the Booking Processor.

5. After receiving valid deals, the Booking Processor will create offers for inventories. These offers represent the ad spaces available for bidding by various DSPs. They are crafted to be both attractive and easily understandable for potential buyers.

6.1 Based on the created offer, the Auction Conductor sends bid requests to Demand-Side Platforms (DSPs). These requests include details about the ad inventory, such as ad placement, size, and target audience based on open RTB spec, allowing DSPs to determine whether to participate in the auction.

6.2 Once the bid requests are sent, DSPs submit their bid responses. Each response includes a bid price along with creative assets (ads) that they intend to display if they win.

6.3 The Auction Conductor validates the creatives submitted with the bid responses. This step ensures that the ads comply with pre-established standards (format, size, content quality), ensuring they are suitable for display on the publisher’s platform.

6.4 After all bids are collected and validated, the Auction Conductor evaluates them based on price and creative quality. The highest bid, offering the most value, is selected as the winner, ensuring that the advertiser with the most competitive offer secures the ad inventory.

6.5 The winning bidder is notified through tracking URLs, including the Notification URL (NURL), Landing URL (LURL), Billing URL (BURL), and Impression tracker (IMP). These tools facilitate tracking the ad’s performance, engagement, and billing.

6.6 Throughout the process, various transactional streaming messages are generated to record the flow of information. These messages capture real-time details such as offered inventories, results, bid requests, and responses, enabling transparent tracking.

6.7 The Auction Conductor sends offer results to the Booking   Processor.

7.1 Once the trade is completed, the Booking Processor updates the trade status to the Booking Retriever Updater with the result.

7.2 The Booking Retriever Updater then finalizes the trade status to reflect the successful completion of the deal, ensuring that all records are accurate and correct. Additionally, the results of the deal are published, including details such as the price paid and the buyer.

8. The creative (ad) from the bidder is submitted via the bid response, ensuring that the correct ad is prepared for display. Usually, DSPs submit creative via VAST in the “Adm” field.

9. The reporting system utilizes these streaming messages to generate detailed reports on the performance of traded deals. These reports offer critical insights for advertisers and platform managers regarding campaign success, revenue generated, and inventory utilization, helping to enhance future campaigns.

Rishabh Software is a pioneering custom AdTech software development services company that empowers modern digital advertising and media enterprises with RTB-compliant custom-built Ad Exchange solutions. Our practice-proven expertise spans the entire programmatic ecosystem, including DSPs, SSPs, DMPs, Ad Networks, and Ad Exchanges to automate and optimize the buying and selling of digital ad inventories. We specialize in developing high-performance programmatic platforms that can measure the performance of advertising efforts and offer core capabilities in designing and building real-time bidding and programmatic platforms- supporting all programmatic advertising channels, including Display, Video, and CTV.

Our custom-designed AdTech solutions help companies automate and streamline their programmatic ad operations while maximizing ROI through comprehensive campaign analytics and performance measurement.