Technology challenges of ad serving and exchanging

by DMG Team June 7 , 2009 04:31
By Gilad Helerman, CTO 
As I stated in my previous post[g1]  , the numbers that we are talking about, in online advertising are huge. As an example, the Google ad network displays more then 6 BILLION impressions per day, which is at least 700,000 banners each second!, and they are not the largest network in the world. Right Media displays more! This poses technological challenges in several areas:
Delivery, DNS resolving, computation power (for the exchange ad servers mainly) and of course storage for the huge data collected along the way. Other then that, there is a huge challenge in the user interface area, in which the ad server needs to provide its users with analyzed data and reporting and control mechanisms to operate and run its campaigns.
Another technological challenge is the constant, significant change in demand which results in sudden surges of demand which might be followed by an abrupt slump. The final hurdle, and in my opinion, the most difficult and important one is the integration challenge, meaning:
How do we make a platform that can take parts of its most basic logic from external modules and how do we introduce and incorporate new technologies that appear each and every day?

This problem is in the very heart of the industry as it is currently one of the barriers of entry for new technologies which are major growth catalysts in this rapidly changing market. If the common ad servers does not know to integrate and use these new technologies easily and efficiently, they will have to either develop these abilities by themselves in order to keep up with the market and the competition, or leave their customers with an inferior product. In this highly competitive market, this is a huge risk.  Link to the previous post - Turning Information into Knowledge

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