|
Original research
EVALUATING REAL-TIME BIDDING ARCHITECTURE FOR CONNECTED-TV ADVERTISING: LATENCY, OPERATIONAL RESILIENCE, AND REVENUE PERFORMANCEPages 67-78
Abstract:
Connected television (CTV) has become a premium programmatic advertising channel whose real-time bidding (RTB) infrastructure must satisfy a strict exchange-defined decisioning deadline, high-CPM revenue yield, and OpenRTB 2.6 protocol compliance at very large request volumes. Prior research quantifies floor-price effects in display and search advertising and documents failure modes of the implementation technologies used in RTB engines, but it does not quantitatively evaluate how the architectural choices inside a CTV RTB engine jointly determine deadline compliance, service reliability, and revenue. This article addresses that gap. It synthesizes a design framework for CTV RTB engines — a latency-budgeted OpenRTB 2.6 pipeline, concurrent demand-side platform (DSP) fan-out, zero-downtime migration by traffic mirroring and health-check gating, and floor-price enforcement — and evaluates it with a reproducible discrete-event simulation (stated parameter set, fixed random seed) that compares a legacy configuration (JSON serialization, sequential fan-out, no floor enforcement, downtime-restart deployment) with the proposed configuration. In the simulation, the proposed configuration reduced p99 end-to-end latency from 194.3 ms to 64.1 ms against a 100 ms deadline, reduced the deadline-miss rate from 94.7% to 0.0%, sustained 1,400 auctions per second at a 1% deadline-miss threshold, held availability at 99.72% through a migration event (against 78.91% for a downtime restart), and increased revenue per 1,000 auction opportunities from $24.12 to $42.31. The article distinguishes these simulation findings from results reported in the cited literature, and draws out the managerial implications and limitations of the framework.
Keywords:
Real-time bidding, connected television, OpenRTB, auction simulation, floor-price optimization, zero-downtime migration, advertising technology management,
|
Sujan Kumar Reddy Challa
PDF 