Dynamic Ad Serving Implementation for Targeted Advertising
This Project highlights how an AdTech team, leveraging its expertise in both advertiser and publisher systems, successfully collaborated to enable dynamic ad integrations across disparate platforms that typically lack interoperability.
🏁 BACKGROUND
An advertiser sought to serve dynamic ads on a publisher’s website based on:
• User’s preferred language
• Geolocation
• Audience segments
To achieve this, integration between the Advertiser’s and Publisher’s Ad Servers was necessary for dynamic ad rendering.
🏁 CHALLENGES
1. Publisher’s Lack of Experience – No prior implementation of dynamic ads; limited technical knowledge.
2. Advertiser’s Limitations – No existing setup or tools to assist in the integration.
3. Complete Technical Ownership – Our team had to handle all technical work for the publisher.
4. Multi-Team Coordination – Required alignment between 5 teams across 2 companies.
5. Tight Deadline – Full implementation within 2 months.
🏁 APPROACH
Environment Analysis: Assessed both Publisher & Advertiser’s ad-serving infrastructure.
Stakeholder Alignment: Provided necessary documentation and conducted regular sync-ups to ensure clarity on execution steps.
Process Definition: Outlined step-by-step responsibilities for each team with deadlines.
🏁 SOLUTION
Upgraded Publisher’s Tech Stack – Modified Google Ad Manager (GAM) to support dynamic ad serving.
Macro Implementation – Since GAM doesn’t share user data externally, leveraged macros to pass key data (language, location, audience) to Google’s DCM/CM.
Krux Integration – Synced Salesforce Krux (DMP) with Ad Manager for audience segmentation.
GPT Tag Updates – Configured tags to pass dynamic variables required for personalized ad serving.
🏁 RESULTS
✅ Successful Dynamic Ad Deployment – Ads served based on user language, location & behaviour.
✅ Krux & GAM Sync – Enabled real-time audience targeting.
✅ Revenue & Performance Uplift
--- 💰 --$350K in incremental revenue
--- 🎯 --35% increase in eCPM
--- 🔍 --20% improvement in inventory utilization
--- ⚙️ --75 million ads served post-implementation
🏁 KEY TAKEAWAYS
💰 - Cross-team collaboration was critical for success.
🎯 - Macro-based data passing resolved GAM’s user-data limitations.
🔍 - Clear process documentation ensured timely execution.
⚙️ - Dynamic ads significantly boosted monetization while improving user relevance.