Adtoma RTB Direct the next generation real-time bidding plat-form
| Reference number | |
| Coordinator | ADTOMA AB |
| Funding from Vinnova | SEK 2 100 331 |
| Project duration | June 2015 - June 2016 |
| Status | Completed |
Important results from the project
Adtoma Direct RTB was created to solve issues with correct competitor solutions within the programmatic trading of online advertising. One of the main problems we solve is moving away from a so called ´Waterfall´ principle others solutions rely on resulting on serial bid-requests / bid-responses for each external bidder system. The other is that our solution can compare both internally sold adverts with those bided on by external sources. Our new solution has successfully achieved these ambitions.
Expected long term effects
Adtoma RTB Direct is designed to issue parallel bid requests to external bidders via a server-to-server protocol which leads to significantly faster loading speeds for ads and the medias web pages, increases the number of concurrent connected bidders and can compare external bids to internally sold orders for the same ad-placement in real-time. In other words, the system offers faster load-times and increased revenue for publishers.
Approach and implementation
Adtoma staff and contracted consultants conducted a series of interviews with current and prospective customers in Sweden, Finland, USA and Germany via in-person meetings, phone and email to validate and receive feedback on our theories of both needs and solutions. Thereafter we created a proof-of-concept showing the full process which was presented to a select few, but important customers for further concept validation of both the technical implementation and the business needs for these customers. We then proceeded with the full systems development.