Parity Ad Decisioning for Linear-Digital Ad Delivery Sync
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Solution Overview
Problem
Advertisers face challenges in selling ad space across both linear and digital video content delivery platforms due to different reporting and payment methods, leading to confusion and inefficiencies.
Innovation Solution
A parity ad decisioning system that receives ad requests from both linear and digital platforms, uses scheduling information to select ads, and provides VAST-compliant responses, ensuring the same ads are delivered on both platforms at the same time.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If separate ad sales approaches are used for linear and digital platforms, then each platform can have optimized ad delivery, but the system complexity increases and sales confusion occurs
Solution Approach 1:
The ad decisioning system is designed to handle both linear and digital platform ad requests through a single unified architecture. The system receives ad requests from either platform, uses scheduling information to select ads, and provides VAST-compliant responses, ensuring the same ads are delivered on both platforms at the same time without requiring separate sales approaches
Solution Approach 2:
The system introduces a parity ad decisioning service as an intermediary layer between ad servers and content delivery platforms. This mediator receives requests from both linear and digital platforms, applies scheduling logic, and returns consistent ad selections, thereby simplifying the overall system while maintaining delivery reliability
2Loss of information
If different reporting and payment methods are used for linear and digital platforms, then each platform's specific metrics can be tracked, but advertiser confusion increases
Solution Approach 1:
The system standardizes ad delivery parameters across both platforms by using scheduling information as the key selection criterion. By changing the decisioning parameter from platform-specific metrics to time-based scheduling, the system achieves consistent ad selection while maintaining the ability to track different delivery methods through unified reporting
3Ease of operation
If a single ad package is sold for both platforms, then sales are simplified, but ensuring consistent ad delivery becomes more challenging
Solution Approach 1:
The system performs preliminary action by using scheduling information to pre-determine ad selections before actual ad delivery. By establishing the ad selection logic in advance based on time slots and programming schedules, the system ensures that when ads are delivered to either platform, the correct ads are already identified and ready, maintaining delivery precision while simplifying sales
Data Source
AI summary
An ad decision service (“ADS”) serves advertisements to digital platforms in parity with linear programming schedules. The advertisements are prepared ahead of time by the ADS based on the linear programming schedules that indicate ad space availability. Upon receiving ad requests from a digital delivery platform, the ADS returns digital-compliant ad responses. Thus, the ADS provides the same ads that are chosen for delivery to linear platforms to the digital platforms.