Quantum Path – A system that integrates all programatic ad platforms

The 2045 collective empowers independent agencies and brands to scale efficiently through cohesive data-led digital marketing. 2045 is an ad partner for agencies and brands focused on expanding their market share. 2045’s customized media solutions scale goals and budgets while delivering enterprise-grade service, products, and performance. 2045 provides the following services: creative campaign design, multi-platform targeting science, personalized customer journeys, increased touchpoints, and mid-funnel targeting to brands and agencies through programmatic advertising.

The aim was to create a platform that integrates with all advertisement platforms with minimal changes. The platform was to help marketing agencies create campaigns on all advertising platforms with a single click or with a unified strategy.

2045 partnered with us, considering our vast expertise in product strategy and product engineering and our ability to provide valuable insights transparently. We were rookies in the advertising domain, but with their experts, we got a good understanding of the advertising space and helped us focus on what we do best is BUILD SYSTEMS.

The 2045 team mapped out the standard database models of all the major advertising players. They then created a database with all common entities rolled up in a single 2045 database called the master database. The nuances of each platform were added to a platform-specific info table. This structure helped us map out commonalities and nuances separately.

We started small with the aim of building this common platform for DV360 and TTD and then expand it to other platforms like XANDR etc. This approach helped us start small and prevented us from being overwhelmed with these complex API systems.

The next strategy was to create a JSON mapper that maps all different systems to the common 2045 giant system through s simple JSON mapper. The purpose of the JSON mapper was to map out different elements in each API to common elements in the 2045 system and platform-specific elements to the platform-specific info table.

This JSON mapper for each API then ran through a data mapper that created the request body for the API with the correct mappings. This was then passed to the API orchestration system where the API was constructed and called. The API response was again passed through the Data Mapper to map the response data with the data in the 2045 system. Eventually the response was saved back in the 2045 system. This generic engine was the crux of the project. Once this engine was built the 2045 system could easily be scaled with only the JSON mapping process. Our CTO Ratnadeep, along with the 2045 team, built this system and trivialized the problem of mapping over 5000 APIs to JSON mappings.

(I) Our approach to building the system

a) Identifying a scalable approach:

Along with the 2045 team, we identified a mapper technique to reduce the API integration problem to mapping API fields to our database fields. Choosing this process helped us break the problem down into a simpler problem. Also, this approach helped us look at the problem from a different lens.

We set up a proper testing environment for the platform, which was totally detached from the current system. This ensured seamless training and testing of the system from time to time to make it more robust. Postman played a crucial role to test the phase 1 of the project which was primarily integrating with DV360 and TTD.

This system was not a typical platform with a front end and a back end. The only way to QA the system was to have logs and check third-party platforms for the correct data. We set up training on how to test the system and worked very closely with the marketing team to ensure the data that we wanted to push to DV360 and TTD was accurate. This process was crucial to completing our phase 1.