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Recently MediaDesk—a new self-service platform for buying online advertising in Latin America—launched its new real-time bidding (RTB) system. MediaDesk’s RTB system is the first created in Latin America, designed according to the needs of the Latin American digital ad market.
In contrast, other online ad buying platforms that operate in Latin America tend to depend on third party developers for their RTB systems. Although we had the option to use a third party in developing MediaDesk’s RTB system, we decided to create our own from scratch. We did this to offer our clients 3 key advantages:
- Faster speed when bidding in real time
- The possibility of purchasing better inventory
With our system, clients bid on their impressions directly—there isn’t a third party system receiving the bid and processing it. As such, clients make their bids more quickly and in turn this can improve the price. Another important factor is that with our RTB system, we maintain control over the buys and the intelligence gleaned from different campaigns…without having to depend on the system of a third party.
Although development of our RTB system went well, development is only part of the process. To participate in this new programmatic buying universe, demand side platforms (DSPs) need to certify that a developed platform is capable of fulfilling expectations in terms of time and process. This is because an RTB platform has to go through the whole process of reading a bid request, interpreting it correctly, applying logic to determine the best price, responding with an auction value and if the impressions are won, delivering them in 100 milliseconds. Without this a DSP can give a negative ranking to a platform and stop supplying it with traffic.
A Key Certification
Rubicon is one of the pioneer firms in terms of blending technology applications and market intelligence into advertising sales. In fact, Rubicon Project—the firm’s main product—has one of the largest real-time and Big Data clouds on the market, since it processes trillions of transactions in milliseconds every month. MediaDesk and its RTB platform were recently tested and certified by Rubicon’s platform in a complex process that covered the following:
Definition of end points. Rubicon has end points in the east and west of the United States and in Amsterdam. Given the speed at which transactions need to be done, the platform’s hosting and the selection of the right end point are crucial, given that latency can affect response time negatively.
Functional test. Through this process, Rubicon certifies that the response formats supplied are the right ones and that the communication between all platforms is correct.
Latency test. The last step is testing whether the platform responds in the amount of time that’s required and this is in fact the defining test. From its end point, Rubicon sends thousands of bids per second that MediaDesk’s RTB system needed to process in the required amount of milliseconds (less than 100).
The whole process is done with the final platform since Rubicon doesn’t test or certify platforms in a preproduction stage. After the process, in just a few days, Rubicon added MediaDesk to its list of bidders and started directing traffic towards it. As such, since October 2013 MediaDesk has been processing campaigns with real-time bidding (RTB).
Besides RTB, Deeper Reach Was Reached
For media agencies, adding Rubicon doesn’t just improve the service that MediaDesk offers—it also expands our inventory considerably. Rubicon has further expanded the major sources of online ad inventory that MediaDesk already has, such as Yahoo’s Right Media, Google’s Double Click and OpenX.
As such, via MediaDesk media agencies can now reach 95% of the 300 million Internet users in Latin America and they have access to more than 130 billion impressions every month.