The Design And Implementation Of The Ad Exchange Trading Platform

With the rapid development of the Internet advertising market, RTB(real-time bidding), a new type of advertising is gradually becoming more and more important position in the Internet advertising market. With more and more highly ad views quantity and quality of the DSP (demand side platform) and 4A (American Association of advertising agencies) companies, all kinds of small ad views suppliers have been unable to meet the demand of them. And then the Ad Exchange platform (also called ADX platform) emerged.As the link of the supply side platform and demand side platform, it is important for ADX platform to have huge quantity ad views and to be easy to use.Considering system stability and easy-using, development techniques in this paper are generic industry standards. The back end uses Java as the development language, and the front end uses HTML and JS to develop. The platform uses MySQL as database support for data storage. All the settings is for reducing the learning time and cost of the ADX platform developers and DSP companies when they dock with the ADX platform.In this paper,we design two modules for the ADX platform called the business end and the retrieve end. The business end mainly face to DSP users and system administrators, composed by five modules called system API, administrator system, web main system, report system and financial system. The business end can be considered as a front end for receiving DSP information and outputting all kinds of data results and reports. The retrieve end mainly includes ad views distribution, bid request packaging, ad views call out, bid response receiving, DSP bidding and sorting, win notice sending. The retrieve end is responsible for the whole RTB logic inside of the ADX platform, it is the logic control center of ADX platform.After the ad exchange platform development and detailed testing, it have already been on line and iterative for multiple versions. The ADX platform usage status is good and we have docked many well-known DSP companies by the industry alike. The ADX platform are operating stable so far and as expected we have been successfully sending most of the RTB ad views in our company ad union for the DSP companies to bid by our ADX platform. Average daily consumption steadily improve and has been achieved out desired results. So we are expected to introduce more ad views and dock more DSP users to further increase the market share.