The platform provides an intuitive interface to traffickers and campaign managers to manage the various ad campaigns and insertion orders from a central interface which also provides actionable information to make quick decisions.

The Planning and Forecasting tools enable the business to accurately manage and allocate campaign targets to Publishers depending on historical traffic trends, availability of inventory, and constraints imposed by Publishers or Advertisers.

The Intelligent Scheduling Algorithm allocates impressions to various campaigns across hundreds of publishers depending on various parameters like flight delivery rates, available inventory, campaign timelines, and advertiser’s demands.

To serve ads, the Ad selection algorithm has to process various targeting parameters like Geolocation, Keywords, ISP, Browser, OS, Screen Resolution, and Network Connection Speed. It has to also honor frequency capping and priority targets set at various levels.

Various metrics like “ads served”, “ads viewed”, “clicks” and custom events as defined on the creatives are tracked in real-time and sent to the backend where it is stored in a middle-tier cache and frequently cleared back into the enterprise data warehouse. This gives the ability to the business to get actionable insights and take tactical and strategic decisions.