Media planners and buyers face numerous challenges. This eBook delves into the complexities of adtech and media planning, offering strategic solutions to overcome these hurdles and optimize campaign performance.

Learn about Key Challenges and Solutions:

Data Fragmentation, Integration, and Real-Time Reporting:

Challenge: Integrating data from various sources (DSPs, SSPs, social platforms, CRMs, third-party data providers) into a unified platform while ensuring data consistency and cleanliness.

Solution:

• Implement a Data Management Platform (DMP) or Customer Data Platform (CDP).
• Use ETL tools for seamless data integration. Incorporate a robust Data Warehouse (DWH) for efficient data storage and analysis.
• Leverage machine learning for automated data analysis.
• Integrate reporting tools for real-time and ad-hoc reports.

Real-Time Bidding (RTB) and Latency:

Challenge: Making split-second decisions in RTB environments, where latency can impact performance and cost-effectiveness.

Solution:

• Optimize platform infrastructure with cloud computing solutions.
• Use edge computing and caching mechanisms. Implement Open RTB protocol with Prebid Server.
• Combine Open RTB and Open Direct protocols for efficient demand management.

Predictive Modelling and AI Complexity: Challenge: Building and training complex algorithms for predictive analytics, optimizing ad spend, and delivering targeted messages.

Solution:
Use pre-built machine learning models from established platforms.
Implement A/B testing frameworks.
Build a cross-functional team of data scientists, media planners, and software engineers.

Scalability of the Adtech Platform:
Challenge: Handling increasing data and transactions without sacrificing performance.

Solution:

• Design systems using microservices architecture.
• Leverage composable architecture for flexibility.
• Use containerization (Docker, Kubernetes) for scalable deployment.

At Endava, we specialize in delivering adtech and media planning solutions tailored to your unique needs. Our expertise in technology and media planning ensures that you stay ahead of the curve, creating impactful campaigns that resonate with your audience.

Meet the Experts:
Robert Atanasoski: Technical Design Authority
Neil McIntyre: Head of Advertising Media Delivery
Michelle Kegg: Global Business Development Director

Ready to transform your adtech and media planning approach? Download today to learn how we can help you navigate the complexities of digital advertising and achieve your campaign goals.