The data-driven DSP for programmatic media buying
One of the most notable and influential changes to the online display-advertising industry over the past decade has been the introduction of real-time bidding (RTB). This complex process provides many benefits to both marketers and publishers. For marketers in particular, they can target the right audience, expand their reach, better control their marketing budgets, and optimise ROI.
Unfortunately, there is a lot of obscurity within the industry, especially regarding the actual cost of impressions.
That’s where Kanary comes in. Kanary NEST provides advertisers with an easy way to buy display ads by using programmatic buying (RTB technology) with fully transparent reporting of media spend, conversions, and media-buying commissions.
Goals and challenges
The goal of Kanary was to build a fault-tolerant, scalable demand-side platform (DSP) that optimizes the user experience and provides a clear and interactive user interface that can be operated by even the most novice user.
Establishing and creating a recognizable brand image and designing the UX/UI were also vital to the success of the project.
The main challenges involved developing a platform that could handle billions of bid requests and display the data in real time. In addition to the technical challenges, we also had to address the visual and data presentation aspect, which involves displaying the massive amounts of data in a clear and easy-to-understand way. To overcome this challenge, we had to come up with a user experience and design strategy that would produce a user-friendly interface allowing all users to easily understand their campaigns’ performance.
Building the Kanary platform required a mix of technical solutions coupled with a user-friendly interface and sharp design elements.
Powerful compaign management
Manage any number of campaigns, test different variations, and experiment with numerous campaigns.
Easly scalable, fast bidder
The high-performance platform is capable of handling and processing billions of daily bid requests on limited infrastructure.
Clearer, more transparent and deeper insights into each campaign, ROIs, and each impression cost with real-time analytics.
Manual and automatic optimization
Possibilities to optimize impression purchases through intelligent learning.
Shared vault with resources
Ads are stored in one place and can be accessed all at once.
Prepared to be extend and integrated with 3rd-party apps.
What we did
After carefully defining and planning the scope of the project, we set out to solve the challenges and conquer the project’s goals.
Bid requests: Receiving, handling, and processing bid requests are the core functionalities of the Kanary platform. We designed the system architecture and scaled it horizontally, which enables the platform to handle billions of daily bid requests, while at the same time utilizing limited infrastructure.
Platform performance: We developed the backend of the platform using multiple software development solutions and tools – Python, Twisted, Redis, Storm, and others. This modern and powerful combination enables the platform to maintain ultra-fast performance.
In order to provide marketers with access to the major biddable display advertising inventories, we integrated Kanary with AppNexus and ad exchanges supporting OpenRTB protocols, such as Nexage.
How We Delivered a Successful Project to Kanary NEST
Our extensive experience of developing RTB and Ad Tech solutions and our broad understanding of this fast-changing industry were instrumental in planning, building and launching a scalable, high-performance platform.
Another key to our success was our ability to service all areas of the software development process – from design, to development, through to the maintenance and support of the platform. This seamless cooperation within our full-service team enabled the project to progress at a fast pace and eliminated the risk of miscommunication and delay during the crucial cross-over stages.
We built the project from the ground up and launched the MVP to private beta testers. Based on the feedback received by the initial users, we made improvements and continued to develop the platform.
The platform was featured in the TechCrunch Disrupt 2013 conference in New York and received a lot of positive feedback from attendees.
In August 2014, Kanary NEST was successfully acquired by the online advertising giant, Gravity4.
They simply build things better than the rest – period.
Alex WheldonDirector, Kanary NEST
Download the full Kanary case study.Download Case study
The Kanary dashboard monitors the live status of all campaign activities and gives you insights on how to optimize your strategies.
Campaign and strategy overviews present all the historical data on their performance.
Editing a campaign or strategy will give you the ability to change the settings, including bidding and targeting options.
Besides the application, we created modern-looking marketing materials and the Kanary website.