Network Traffic Management Platform for Programmatic Advertising
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Solution Overview
Problem
The programmatic advertising industry faces challenges with network delays, inefficient ad placement, poor scalability, and high operational costs due to overwhelmed network resources and the inability to filter and route relevant ad inventory effectively, leading to wasted computing and storage capacity.
Innovation Solution
A Software-as-a-Service (SaaS) platform that intelligently routes data through network links based on content requirements, using toggles and algorithms to filter and manage ad inventory traffic, optimizing network performance, computing resources, and data storage by matching demand with supply in real-time.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If DSP servers increase hardware capacity to handle more bid requests, then processing capacity increases, but operational costs increase and network performance does not improve
Solution Approach 1:
The patent introduces a network traffic management platform as an intermediary between RTB ad exchanges and DSP servers. This platform filters bid requests before they reach DSP servers, preventing irrelevant traffic from consuming computational resources. The intermediary applies algorithms to identify and route only relevant bid requests to appropriate DSP servers, reducing the need for DSP servers to process all incoming traffic and thereby lowering operational costs while maintaining processing capacity.
Solution Approach 2:
The network traffic management platform performs preliminary filtering and routing of bid requests before they reach DSP servers. By pre-processing the bid request stream and removing irrelevant inventory, the system prepares optimized traffic flows in advance, allowing DSP servers to focus their computational resources only on relevant bidding opportunities, thus improving productivity without proportionally increasing operational costs.
2Adaptability or versatility
If DSP servers process all bid requests from RTB ad exchanges, then ad inventory coverage is maximized, but network delays increase and performance deteriorates
Solution Approach 1:
The network traffic management platform extracts and removes irrelevant bid requests from the overall bid stream before routing to DSP servers. By taking out non-relevant inventory that would not result in successful bids, the system maintains comprehensive ad inventory coverage for relevant items while reducing the total volume of traffic that causes network delays and performance deterioration.
Solution Approach 2:
The platform performs preliminary filtering of bid requests based on relevance criteria before they reach DSP servers. This pre-processing action identifies and routes only potentially relevant bid requests, ensuring that DSP servers receive a focused stream of opportunities that actually contribute to ad inventory coverage, thereby reducing network delays without sacrificing effective coverage.
3Quantity of substance
If more network resources are allocated to handle increased traffic, then traffic capacity increases, but network performance and computing efficiency decrease
Solution Approach 1:
The network traffic management platform acts as an intermediary that optimizes the flow of data traffic between RTB ad exchanges and DSP servers. It applies filtering algorithms to reduce the volume of irrelevant traffic, allowing the network to handle the necessary traffic volume efficiently without overwhelming computing resources. The intermediary ensures that only relevant bid requests consume network bandwidth and computing power, maintaining computing efficiency while accommodating appropriate traffic volumes.
Solution Approach 2:
The platform performs preliminary filtering and routing of bid requests before they enter the main processing pipeline. By pre-processing traffic to remove irrelevant inventory and route only relevant requests to appropriate DSP servers, the system reduces the overall data traffic volume that requires network and computing resources, thereby maintaining computing efficiency while handling the necessary traffic for effective programmatic advertising.
4Adaptability or versatility
If DSP servers ingest all available bid streams, then inventory selection is maximized, but wasted computing capacity increases significantly
Solution Approach 1:
The network traffic management platform extracts and removes irrelevant bid requests from all available bid streams before routing to DSP servers. By taking out non-relevant inventory that would not match advertiser requirements, the system maintains access to the full range of inventory sources while preventing wasted computing capacity on processing obviously unsuitable bid requests.
Solution Approach 2:
The platform performs preliminary filtering of bid streams based on relevance criteria before they reach DSP servers. This pre-processing action evaluates bid requests against known advertiser requirements and routing rules, ensuring that DSP servers only process bid requests that have a reasonable chance of matching available inventory, thereby maximizing inventory selection range while minimizing wasted computing capacity on irrelevant evaluations.
Data Source
AI summary
A system to control programmatic advertising traffic that provides to a demand-side platform (DSP) server a desired amount and type of digital advertisement inventory data traffic from at least one real-time-bidding (RTB) advertising exchange. The system includes a network traffic management computing platform that receives the digital advertisement inventory data traffic over at least one network. The system also includes a toggle component of the network traffic management computing platform that restricts delivery of a portion and routes delivery of an unrestricted portion of the digital advertisement inventory data traffic to the DSP server based on pre-selected parameters. The toggle component also routes data representing a bid to the at least one RTB advertising exchange associated with the unrestricted portion of the digital advertisement inventory data traffic delivered to the at least one DSP server.