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Demand-Side Platform (DSP)

A US-based AdTech company, partnered with Qinshift to gain access to more mobile inventory, optimize its DSP’s infrastructure to serve more ads, and minimize discrepancies among its supply-side partners.

About Our Client

Our client is a demand-side platform (DSP) vendor that helps the world’s largest brands reach its audiences via location-based technology.

Its DSP leverages Consumer Behavior and Location Sciences™ to create tailor-made, data-driven strategies and media solutions for a wide range of brands.

The company is known for its top-tier, internally developed location-data technology stack, delivering granular data, real-time insights, and successful media campaigns. 

The platform utilizes in-store targeting, proximity targeting, geo-conquesting, and attribution data to generate audience profiles and design highly focused campaigns for brands, resulting in measurable outcomes. 

Our client's cutting-edge technology, powered by real-time data and location-based insights, empowers clients with a distinctive advantage in comprehending and influencing the future of retail and consumer behavior.

The challenge

Before collaborating with Qinshift, our client possessed substantial expertise in the advertising industry. 

However, the company wanted to broaden its programmatic advertising operations. To achieve this, they needed an experienced development team skilled in advertising technology development.

Our client approached Qinshift in late 2013, requesting our assistance in tackling several technical and business challenges, which included:

  • Enhancing our client's advertisers' online media campaigns by acquiring additional inventory to extend its reach and boost performance.

  • Optimizing the infrastructure to: 

    • Amplify the number of bid requests the DSP’s bidder can handle per second.

    • Minimize manual tasks such as managing multiple databases and performing regular backups.

    • Simplify the process of adding and removing instances based on demand and business objectives.

    • Perform accurate frequency capping to reduce ad waste, enhance campaign performance, and optimize media spend.

    • Produce final reports based on tracked events in an efficient and timely manner.

    • Improve campaign reporting by including multidimensional data.

  • Minimizing variances in impressions and media costs between the DSP and ad exchanges/SSPs. 

  • Enhancing platform stability, uphold uninterrupted uptime, proactively monitor performance, and promptly respond to incidents. 

The solution

To solve the challenges, we:

  • Integrated our client’s DSP with numerous ad exchanges and supply-side platforms (SSPs).

  • Solved  the infrastructure challenges by implementing a diverse range of Amazon Web Services (AWS) solutions.

  • Collaborated directly with multiple ad exchanges and SSPs to create tailored reporting mechanisms.

  • Supplied our client with round-the-clock monitoring along with a service-level agreement (SLA) to maintain continuous surveillance of the platform.

The benefits of working with Qinshift

By working with Qinshift, our client was able to improve various aspects of its DSP, which resulted in improved business performance and an increase in revenue.

Specifically, the our client’s DSP:


  1. Integrates with over five ad exchanges/SSPs, providing clients with access to more supply.

  2. Can handle 260,000 queries per second (QPS) — i.e. bid requests.

  3. Can launch new instances quickly if they become unresponsive or faulty, allowing the DSP to maintain high availability.

  4. Provides granular frequency-capping by querying user-level data at low latency.

  5. Produces final reports within 15 minutes from the last tracked event, which provides our client’s team with accurate, up-to-date campaign-performance data.

  6. Generates campaign reports that include 13 dimensions and 27 metrics (country, language, device type, geolocation, carrier, etc.), which allows our client’s team to create more accurate audiences to improve targeting and boost campaign performance.

The keys to the project’s success were:


  1. Qinshift’s experience, skills, and knowledge of designing and building custom advertising technology.

  2. Our incremental and agile approach to software development. 

  3. Our cooperation with our client and their internal teams.