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ML for Adtech

Design and implement integrated Adtech solutions for premium clients in the advertising technology space.

The Trade Desk

Client Information​

  • Client: The Trade Desk
  • Role: Sr. Solution Architect
  • Year: 2019

What is The Trade Desk?​

The Trade Desk (TTD) is a multinational technology company that specializes in real-time programmatic marketing automation technologies, products, and services, designed to personalize digital content delivery to users.

What is Programmatic Advertising?​

Programmatic advertising is the automated process of buying and selling online ad space using software and algorithms. It involves real-time bidding, data-driven targeting, and can operate across various digital platforms. This method makes ad buying faster, more efficient, and more precise compared to traditional methods.

The Trade Desk branding

Background​

What was my role?​

As a Solutions Architect, I oversaw, designed and implemented integrated adtech solutions for business stakeholders from all areas of The Trade Desk ecosystem. I designed and built software solutions for TTD's largest clients across a broad spectrum of custom data science services. My clients included Target, McDonald's Germany, Bayer Pharmaceuticals, Omnicom Group UK, and Dixons Retail.

Deliverables​

1. McDonald's Custom Impression Value​

Client: Omnicom Media Group Germany / McDonald's

Role: Project Owner

Custom Video KPI Development

  • Designed a Custom Video KPI combining multiple video events
  • Incorporated completion quartiles and video viewability metrics
  • Utilized client's REDS data, including Moat Attention metrics

Optimization Strategy

  • Implemented volume control on multiple dimensions
  • Optimized towards a custom KPI modeling awareness & interaction

A/B Testing

  • Conducted A/B test campaign
  • Achieved 2x higher Custom Feature Score in the test ad group vs. control ad group in Open Market

Case Study & Application

  • Created a branded case study with The Trade Desk
  • Applied the solution to further McDonald's campaigns in December 2020
  • Generated interest in other OMG markets in Europe

2. Bayer Supply Path Optimization​

Client: Bayer Healthcare Pharmaceuticals LLC

Role: Project Owner

SPO Solution Development

  • Developed a Supply Path Optimization (SPO) solution
  • Conducted a 3-way test comparing TTD SPO solution, Jounce, and Control campaigns

Performance Improvement

  • Achieved a 12.3% reduction in cost per viewable impression for display campaigns
  • Improved vCPM performance by 12% for video campaigns

Global Application

  • Applied models to all global live video campaigns under Bayer partner account since July 29, 2019

Automation & API Integration

  • Automated spending on better-performing supply partners
  • Updated SPO model bid list via the TTD Enterprise API

3. Dixons Retail Custom Bidding Algorithm​

Client: Dixons Retail Group UK

Role: Project Owner

Optimization Layer Development

  • Activated an optimization layer on the TTD Platform incorporating a custom KPI
  • Operationalized the ML model generating Volume Control priorities

CI/CD Pipeline Implementation

  • Developed a CI/CD pipeline for automatic execution in production
  • Scheduled or triggered execution of the pipeline
  • Pushed the trained model to the model registry

Technical Implementation​

The solutions were built using a variety of technologies and approaches:

  • Machine Learning: Developed custom algorithms for bidding optimization and campaign performance
  • Data Processing: Used Databricks and Spark for large-scale data processing
  • AWS Infrastructure: Deployed solutions on AWS cloud infrastructure
  • API Integration: Integrated with The Trade Desk Enterprise API
  • CI/CD: Implemented automated pipelines for model training and deployment
  • Custom Metrics: Created specialized KPIs and measurement frameworks