In a real-time environment, every microsecond counts and speed of decisioning is critical. u-Server, IPONWEB’s proprietary HTTP ad-server, is specifically designed for massive scale, high availability and sophisticated media trading decisioning engines.
u-Server is fast, mature and battle hardened – handling billions of ad selection decisions requests every day. It is the tried and tested underlying technology used to custom ad-servers, SSP’s, DSP’s and other RTB bidding agents.
Importantly each client’s media trading solution is operated as a single tenancy for that client’s specific u-Server usage. It only runs the decisioning logic required for that client’s application and is not running features for any other client of users in the u-Server ecosystem.
This single tenancy approach ensures a number of key benefits:
- The feature-set is specific to each and every client, delivering only what is needed
- Software releases are fast, as each client is iterating their own feature-set independent of all other clients
- Service availability is tailored for each client, meeting different needs of uptime availability or specific market requirements
- Data pipes feeding data in and out of u-Servers are also specific to each client
- Customizable Ad-server or RTB Bidders / hosts
- Tuned for ‘whole of Internet scale’ & performance
- Separated, scriptable business logic
- Manages complex Ad decisioning and Algorithm Optimization
- Fast logic evolution
- Stand-alone instances
- Manages Ad-request & Delivery
- Serves tracking / data pixels
- Manages Real-time Ad decision / Bid filtering process
- Sends impression data to u-Predict
- Receives predict input
- Uses algorithm to make decision