EZDSP
Performance DSP for Conversion Outcomes
In-house RTB bidder + ML optimization (tCPA)
About / What We Do
EZDSP is a performance-focused demand-side platform engineered for conversion-driven advertising campaigns. Our proprietary real-time bidding infrastructure integrates advanced machine learning models to optimize toward target cost-per-acquisition (tCPA) goals across display and native inventory.
Unlike traditional DSPs that rely on third-party bidding engines, we maintain full control over our bidding logic, enabling rapid iteration on optimization algorithms and granular control over bid decisioning. Our platform is designed for advertisers who prioritize measurable outcomes over vanity metrics, with transparent reporting and rigorous attribution methodologies.
We believe in building long-term partnerships with supply-side platforms and RTB hubs through technical excellence, regulatory compliance, and transparent communication. Our pilot program is structured to minimize risk while demonstrating platform capabilities in real-world conditions.
Technical Readiness
Our platform is built on modern infrastructure with a focus on reliability, performance, and compliance. Below is a comprehensive overview of our technical capabilities:
| Capability | Implementation Details |
|---|---|
| OpenRTB Version | Full OpenRTB 2.5 support with selective 2.6 features (roadmap for full 2.6 compliance in Q2 2026) |
| Formats Supported | Display (banner, interstitial), Native 1.2 (in-feed, content recommendation). Video (VAST 4.x) in active development. |
| Supply Chain (schain) | Full schain object parsing and validation. sellers.json integration for transparency. ads.txt and app-ads.txt verification support. |
| GDPR/TCF Consent | TCF v2.2 compliant consent string parsing. Pass-through of user.consent and regs.gdpr fields. Automatic blocking of non-consented requests in EU regions. |
| Win/Bill/Loss Notifications | nurl (win notice), burl (billing notice), lurl (loss notice) with macro substitution. Retry logic with exponential backoff for failed callbacks. |
| Creative Validation | Pre-bid validation: size, format, MIME type checks. Post-bid validation: malware scanning, policy compliance. Support for secure creative serving (HTTPS only). |
| No-Bid Logging | Detailed reason codes logged for every no-bid decision (budget exhausted, targeting mismatch, floor price exceeded). Logs available via API for SSP troubleshooting. |
| Latency Targets | p95 bid response time < 100ms (measured from request receipt to response sent). Regional deployment strategy to minimize network latency (EU, US, APAC). |
| Monitoring & Alerts | Real-time dashboards for QPS, win rate, spend, latency. Automated alerts for anomalies (traffic spikes, error rate increases, budget overruns). Integration with PagerDuty/Slack for incident response. |
| S2S Conversion Postbacks | Server-to-server postback URLs with configurable attribution windows (1-30 days). Support for multiple conversion events per user. Deduplication logic to prevent double-counting. |
| Dedupe Strategy | Event-level deduplication using unique transaction IDs. Cross-channel dedupe for multi-touch attribution. Configurable dedupe windows (default: 24 hours). |
Compliance & Privacy
Data protection and user privacy are foundational to our platform architecture. We implement industry-leading practices to ensure compliance with global regulations:
GDPR & TCF v2.2 Compliance
Our platform fully supports the Transparency and Consent Framework (TCF) v2.2, including parsing and respecting user consent strings. We pass through all relevant consent signals (user.consent, regs.gdpr) to downstream partners and automatically block bid requests from users who have not provided consent in applicable jurisdictions. Our data processing activities are documented in our Data Processing Agreement (DPA), which is available upon request.
Consent Signal Handling
We parse TCF consent strings to determine user consent status for specific purposes (e.g., personalized advertising, measurement). Bid requests lacking valid consent signals in GDPR-applicable regions are automatically rejected. We support both opt-in and opt-out mechanisms depending on regional requirements.
Data Retention Policies
User-level data (IP addresses, device IDs, user agents) is retained for a maximum of 90 days, with configurable retention periods for specific use cases. Aggregated, anonymized reporting data is retained indefinitely for performance analysis. All data retention policies are documented and auditable.
User Rights Management
We provide mechanisms for data subjects to exercise their rights under GDPR, including data access requests, deletion requests (right to be forgotten), and data portability. Our legal team coordinates with SSPs and publishers to fulfill these requests within regulatory timelines.
Audit Trails & Compliance Reporting
All bid requests, responses, and user interactions are logged with immutable timestamps for compliance verification. We provide quarterly compliance reports to partners upon request, detailing consent rates, data retention metrics, and user rights requests.
Brand Safety & Policy
Brand safety is a shared responsibility between advertisers, DSPs, and SSPs. Our platform implements multiple layers of protection to ensure ad quality and policy compliance:
IAB Content Categories
We support the full IAB Content Taxonomy (v2.2) for both targeting and blocking. Advertisers can specify allowed categories (e.g., IAB1-2: Automotive - Auto Parts) or blocked categories (e.g., IAB25: Non-Standard Content). Category signals are passed via the bcat field in OpenRTB requests.
Domain & App Allow/Deny Lists
Advertisers can upload custom whitelists (allowed domains/apps) or blacklists (blocked domains/apps). Lists are enforced at bid-time with sub-millisecond lookup latency using in-memory hash tables. We also support integration with third-party brand safety vendors (e.g., IAS, DoubleVerify) for real-time blocking.
Creative Review & Validation
All creatives undergo automated validation for technical compliance (file size, dimensions, MIME type) and policy compliance (prohibited content, misleading claims). High-risk creatives (e.g., health, finance) undergo manual review by our compliance team before serving. We support secure creative serving (HTTPS only) and reject creatives with malware signatures.
Policy Enforcement
We maintain a comprehensive policy framework aligned with IAB standards, covering prohibited content (adult, violence, hate speech), deceptive practices (clickbait, malware), and regulatory restrictions (alcohol, gambling, pharmaceuticals). Policy violations result in immediate creative suspension and account review.
Measurement & Attribution
Accurate measurement is critical for performance optimization and advertiser trust. Our platform implements industry-standard attribution methodologies with full transparency:
Server-to-Server Conversion Tracking
We support S2S postback URLs for real-time conversion tracking. Advertisers provide a postback URL with macros (e.g., {transaction_id}, {conversion_value}) that we populate upon conversion events. Postbacks are sent with configurable retry logic (up to 3 retries with exponential backoff) to ensure delivery.
Attribution Windows
Configurable attribution windows from 1 to 30 days (default: 7 days for clicks, 1 day for views). We support both click-through attribution (CTA) and view-through attribution (VTA) with separate windows for each. Attribution logic is deterministic and auditable via our reporting API.
Event Deduplication
We implement event-level deduplication using unique transaction IDs to prevent double-counting. Cross-channel dedupe is supported for advertisers running campaigns across multiple DSPs or channels. Dedupe windows are configurable (default: 24 hours) and can be adjusted per campaign.
Attribution Models
We support multiple attribution models, including last-click (default), first-click, linear, time-decay, and position-based. Advertisers can select their preferred model at the campaign level. Multi-touch attribution (MTA) is available for enterprise clients with custom reporting requirements.
Transparency & Reporting
All conversion events are logged with full attribution paths (impressions → clicks → conversions) for auditing. Advertisers have API access to raw event data for custom analysis. We provide daily, weekly, and monthly performance reports with granular breakdowns by geography, device, format, and publisher.
Pilot Proposal
We propose a structured pilot program to demonstrate platform capabilities while minimizing risk for both parties. The pilot is designed to validate technical integration, performance optimization, and compliance workflows before scaling to full production.
| Parameter | Proposed Value | Rationale |
|---|---|---|
| Regions | EU (starting with 1-2 countries, e.g., Germany, France) | Focus on high-quality inventory with strong regulatory frameworks. Allows us to validate GDPR compliance in real-world conditions. |
| Formats | Display (banner, interstitial) & Native 1.2 | Proven formats with broad SSP support. Video to be added in Phase 2 after initial validation. |
| Daily Spend Cap | €200–€500 | Conservative cap to limit financial exposure while generating statistically significant data for optimization. |
| QPS Cap | 50–200 queries per second | Allows for meaningful traffic volume without overwhelming SSP infrastructure. Can be increased incrementally based on performance. |
| Targeting | Category whitelists (e.g., IAB1: Arts & Entertainment, IAB3: Business), domain allowlists (top 500 publishers) | Ensures brand-safe inventory and reduces risk of policy violations. |
| Prepayment | Available upon request | We offer prepayment options to demonstrate financial commitment and expedite onboarding. |
| Duration | 2-4 weeks (renewable based on performance) | Sufficient time to validate technical integration, optimize campaigns, and assess partnership fit. |
Success Metrics
What We Need from SSP / Hub
To expedite technical integration and minimize onboarding friction, we require the following information and resources from SSP/RTB hub partners:
Endpoint Configuration
Bid request URL (production and sandbox environments), timeout settings (recommended: 100-150ms), QPS limits (initial and maximum), IP whitelisting requirements (if applicable)
Supported Fields/Extensions
Required fields (e.g., imp.id, site.domain, device.ip), optional fields supported (e.g., device.geo.lat/lon, user.buyeruid), custom extensions (e.g., proprietary floor pricing, private marketplace deals), unsupported fields (to avoid unnecessary data transmission)
Test Seat / Pilot Deal Access
Sandbox seat credentials for integration testing, pilot deal IDs (if applicable) with associated floor prices and targeting rules, access to test inventory (non-production traffic for validation)
Win/Bill Notifications
Expected callback URLs and formats (nurl, burl, lurl), macro substitution support (e.g., ${AUCTION_PRICE}, ${AUCTION_ID}), retry expectations (number of retries, timeout intervals)
Floor Pricing Guidance
Minimum bid floors by geography, format, and device type, private marketplace (PMP) deal structures and negotiation process, dynamic floor pricing mechanisms (if applicable)
Log-Level Signals
Availability of bid response logs (for debugging no-bid reasons), access to SSP-side error logs (e.g., timeout errors, malformed responses), support contact for technical troubleshooting
Policy Restrictions
Prohibited content categories (beyond standard IAB restrictions), creative specifications (file size limits, aspect ratios, MIME types), domain/app restrictions (blocked publishers, geographic restrictions)
Billing Terms
Payment schedule (e.g., NET-30, NET-60), prepayment options and discount structures, invoicing details (billing contact, currency, payment methods), credit requirements (if applicable)
Downloadable Documentation
We provide comprehensive technical and legal documentation to support seamless onboarding and ongoing partnership:
Technical Integration Checklist
Step-by-step guide covering endpoint configuration, authentication, OpenRTB field mapping, and testing procedures
OpenRTB Sample Requests/Responses
Annotated examples of bid requests and responses, including edge cases (e.g., GDPR-blocked requests, floor price rejections)
Security & Infrastructure Overview
Architecture diagrams, encryption standards (TLS 1.3), DDoS mitigation, and monitoring infrastructure
Data Processing Agreement (DPA)
GDPR-compliant legal framework covering data processing activities, sub-processors, and liability terms
Privacy Policy & Terms of Service
User-facing compliance documents detailing data collection, usage, and user rights
Brand Safety Policy
Detailed content standards, prohibited categories, and enforcement procedures
Frequently Asked Questions
Common questions about our platform, policies, compliance, and technical integration:
Contact / Get in Touch
We prioritize transparent, responsive communication with our partners. Our team is available to discuss technical integration, compliance requirements, and partnership terms.