Unified Data Infrastructure for AdTech Optimization

This white paper outlines the critical role of a unified data infrastructure in enhancing the efficiency of programmatic advertising within the AdTech ecosystem. It describes the operational demands placed on both buy-side and sell-side platforms, emphasizing the need for real-time access to diverse data sources to support identity resolution, contextual relevance, fraud detection, and attribution. The paper details how AdTech leaders are leveraging advanced technologies to increase personalization at scale, optimize return on ad spend (ROAS), and ensure user trust. It explains the processes involved in real-time bidding (RTB), including bid requests, responses, and the swift decision-making required to serve ads effectively. The document also highlights the significance of commerce media, particularly in e-commerce environments, where targeted advertising can significantly influence consumer behavior. By integrating various data models and technologies, such as the Aerospike Database and Aerospike Graph, the paper presents a comprehensive view of how to meet the evolving challenges of the AdTech landscape.