FinTech & AdTech
Ocean AdTech
Real-Time Bidding Platform
Full-scale RTB engine for direct publisher partnerships, engineered for transparent, cost-efficient media buying
The problem
The client’s strategic bet is that direct publisher partnerships can beat the open exchange on both cost and transparency, but that requires owning the bidding infrastructure rather than renting it. The build is engineering-heavy: real-time auction logic, campaign targeting, budget pacing, fraud-aware delivery and reporting, all operating within the latency envelope that real-time bidding demands.
How we built it
6 decisionsArchitected the RTB backend around a three-role model: Admin with full platform control, Publishers provisioned and governed by Admin, and Advertisers running self-serve campaigns.
Built the auction and bidding engine with bid evaluation, floor-price handling and win/loss accounting inside real-time latency constraints.
Implemented campaign management with publisher-specific targeting preferences, so advertisers can buy against named inventory rather than a blind pool.
Engineered budget allocation and pacing logic to spend campaign budgets evenly and prevent overdelivery.
Built real-time analytics and reporting across impressions, spend, delivery and campaign performance.
Designed for horizontal scale from the outset, since RTB throughput requirements grow non-linearly with publisher count.
System architecture
7 layersEvery layer designed, built and operated for this system to run in production.
Backend
Node.js high-throughput services with latency-optimised request handling
Database
Relational store for campaigns, budgets and reconciliation with strong consistency
Caching & State
Redis for hot campaign state, pacing counters and rate control
Event Pipeline
Asynchronous event streaming for impression, click and spend telemetry
Analytics Store
Aggregation layer optimised for real-time reporting queries
Infrastructure
Cloud deployment engineered for horizontal scale and low-latency response
DevOps
Containerisation, CI/CD, load testing and performance monitoring
What was delivered
9 modules- 01
Auction & Bidding Engine
Real-time bid request handling, evaluation, floor pricing and win notification.
- 02
Campaign Management
Campaign setup, creatives, flight dates, targeting rules and publisher preferences.
- 03
Targeting Engine
Publisher-specific, geographic, contextual and audience targeting logic.
- 04
Budget Allocation & Pacing
Spend control, pacing algorithms and overdelivery prevention.
- 05
Publisher Management
Admin-controlled publisher provisioning, inventory registration and revenue tracking.
- 06
Advertiser Console Services
Campaign creation, budget control and performance visibility APIs.
- 07
Real-Time Analytics
Impression, spend, delivery and performance metrics at low latency.
- 08
Reporting & Reconciliation
Publisher payouts, advertiser billing and platform-level reconciliation.
- 09
Admin Control Plane
Platform configuration, role governance, policy enforcement and oversight.
Outcomes
3 resultsA platform that gives the client ownership of bidding infrastructure rather than dependency on an exchange.
Publisher-specific targeting enabling transparent, negotiated direct media buying.
Architecture built for horizontal scale as publisher and advertiser counts grow.
Value delivered
For the client: the technical foundation of a cost-effective, transparent alternative to traditional media buying.
Demonstrates DevionX capability on latency-critical, high-throughput backend systems.
Client and product names are used with reference to publicly available product information. Engagement details covered by non-disclosure agreements are described at capability level only.