Oxagile and client duo: how we co-developed a DSP aggregation tool

Integrating different DSPs under one roof for the needs of a marketing agency

What makes the project stand out?

Started as an idea on a napkin

Working hand in hand with the client, we turned a raw concept into a market-ready product.

Product elaboration strategy

Oxagile went beyond mere suggestions of tech stack or architecture, supporting every step of the solution development cycle.

Dealing with LATAM specifics

For the successful product delivery, we needed to deftly navigate the nuances of the Latin American market.

What were client challenges from the very start?

Functional
The current DSP ecosystem did not meet all of their needs.
A few uncoordinated DSPs in use, which was inconvenient and hard to manage
Limited by the capabilities of the DSPs in use
Not enough functionality for new clients
Operational
Daily reporting issues slowed down the processes time and again.
It was tortuous and time-consuming to collect analytics from different DSPs and manage reports for various clients on a regular basis.
Processing
Process automation was identified as a crucial step to make for achieving efficiency.
While the client’s business was scaling, it was getting hard to manage all campaign-related processes manually. So, the need arose to decrease staff costs through automation.
Financial
More effective budget allocation was required.
The ability to switch between different DSPs automatically was missing to achieve better margin.

Solution to craft

With all the aforementioned challenges in mind, Oxagile endeavored to create an orchestrator that enabled seamless communication with different DSPs, integrated them under one roof, and introduced a handy UI to quickly configure, launch, and analyze efficient campaigns.

Additionally, the client can opt for its SAAS model and distribute the aggregator to their customers.

Project roadmap

Oxagile’s responsibilities weren’t limited by the creation of the DSP aggregator — we started with in-depth research of various DSP systems to find out which of them are aligned with the customer requirements to the must-have features. Below is a step-by-step project roadmap disclosing our efforts to bring together a couple of the most relevant DSPs under one umbrella.

1. Analysis

Business analysis of client requirements to DSPs to choose a minimal number of DSPs on the market to fully cover all needs

2. API checks

Checking out APIs for each of the DSPs chosen to make sure integration requirements will be fulfilled

3. Integration

Creating integration algorithms for the DSPs selected to allow for a unified campaign creation

4. Campaigns

Either switching between campaigns or choosing the most beneficial in case both DSPs have the very same ad campaign rule.

5. Unified UI

Presenting DSP features on the unified UI of a newly-made solution, a DSP orchestrator

6. Reporting

Gathering analytics from both systems, visualizing it, and introducing clear BI reports so a user could instantly see all data in one place

Here is how the solution architecture looks

What about the DSP aggregator features available?

User Management

Support for corporate accounts registration
Different roles and permissions added to restrict access to the system (if needed)

Campaign Management

Campaign creation
Budget allocation opportunities
Ad campaign settings
Creatives upload

Analytics

Automatic collection of reports in one place
Custom BI visualization
Setting up different types of analytics (by ad channel, audience segment, DSP)

Notifications

Timely alerts to inform about overspending or the best performing ad channel
Push notifications for users to know about the inventory available on a publishing platform of interest

Targeting

Retargeting (delivering ads to people who’ve already seen / clicked the campaign ads or visited a website with a pixel installed)
Geolocation targeting
App-based targeting

CTV

CTV advertising is included to address TV viewers that are usually hard to reach with traditional TV commercials, and go beyond linear TV to cord-cutters and cord-nevers who refused or never used pay-TV services.

Footfall

Measuring how many users actually visited the offline store or a specific target address after having interacted with an ad

Inventory checks

This feature allows quickly and conveniently checking the availability of websites and apps in the inventory.

Blacklists

There’s an opportunity to add default blacklists to clients, accounts, ad campaigns, and line items, which gives greater control over who sees the ads.

Where are we now?

We’re on a journey of exploration and discovery as we embark upon this new project. We’ve already taken the first steps, but there’s a plenty of milestones still ahead of us.