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  • Solution development
  • AI & ML

Building performance-oriented mobile DSP with innovative user behavior prediction mechanism

Download the case study

Client background

Xenoss website Dataseat logo

Dataseat offers brands a demand-supply platform to manage their high-performance mobile advertising campaigns. The company provides advertisers with all the necessary tools to ensure effective control and transparency in media buying.

In December of 2019, Dataseat secured its seed funding and raised $2.3m from Play Ventures, Backed.vc, and SAATCHiNVEST.

https://dataseat.com/

Xenoss website Dataseat logo

Business Challenge

Dataseat was looking to quickly get a
share of the performance ad market.
  • Dataseat had 3rd party data on user behavior.
  • The idea was to build a DSP (media buying system) to enable ad targeting at users who have demonstrated interest in specific game genres.
  • Dataseat didn’t want to use white-label DSPs, due to the lack of features, flexibility, impact on capitalization, aggressively growing prices, and IP issues.
  • From-scratch development wasn’t a good fit for Dataseat because of time limitations.
  • Existing AI libraries were poorly integrable into AdTech solutions due to their real-time nature.

 

Xenoss Solution

Extremely fast start and process adaptation
for quick delivery
Building the team of experienced
engineers from top AdTech firms
We didn’t have much time for team integration into the domain. We needed a team that could start bringing value from day one. Xenoss leveraged its network inside the AdTech engineering community to hunt down the top engineers from the leading AdTech companies.
Fast start ensured by
Xenoss Acceleration Team
Xenoss employed its in-house Acceleration Team. We initiated early-stage work streams while our Recruiting department was looking for permanent developers. Once the permanent devs were found, the Acceleration Team onboarded and trained them. They smoothly integrated the new team into the project as their replacement.
Job parallelization
Xenoss designed a development plan that would entail simultaneous feature development. This way we managed to ship the early versions very fast, so the business was able to swiftly start course calibration.
Streamlining processes
during the early stages
We decided to take advantage of our highly-senior team and simplify engineering processes in order to ensure high development velocity. The established process was formalized after the MVP was shipped.
Technology boost
Using Ready-to-use AdTech components to
speed up development
About 60 percent of the solution was built from Xenoss Framework, a library of ready-to-use blocks, enabling construction of the solution quickly.
Adopting AI toolset for AdTech to
leverage high-performance computing
We compiled the AI models into directly executable code using a sophisticated approach. This enabled the adaptation of the state-of-the art AI toolset to be used in the high-performance environment.

Results

MVP TIME-TO-MARKET
3.5 months
The MVP version was delivered 14 weeks after the project kickoff. It’s one of the best results on the market for the complex DSP projects.
TEAM CAPACITY
7 engineers
We managed to keep a very small team, due to team seniority, work parallelization, and the use of ready-made components.
INTEGRATIONS
4 SSPs
In just 3 months after the start of the development, the 4 major SSPs were successfully integrated.
PERFORMANCE
400k QPS
400k queries per second handled by 8 c5.2x large servers.
COST OF OPERATIONS
Minimal
Optimally designed solution architecture ensured record low expenses per one QPS. The monthly cost for the whole system is below $20k.
CONVERSION RATE
High
Due to the smart adaptation of the existing AI toolset, the real-time prediction mechanism was included in the MVP, ensuring above-market conversion rate.

Client’s feedback

We were looking for an experienced vendor to develop a performance-based media buying solution from scratch. One of the main reasons why we chose Xenoss was their extensive domain knowledge. It allowed us to save time and effort at the initial stages and dive right into product development. The team’s been very professional and responsive to our needs and was able to deliver the MVP under just several months. Later on, they’ve transformed it into a fully-featured platform for in-game advertising, which already proved highly scalable and able to manage the high load. I’ve been truly happy with their work, high-quality standards, and communication.

Xenoss website photos - David Philippson
David Philippson
CEO & Co-Founder, Dataseat

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