Case Studies

How DeviceAtlas powers device detection for Byyd's advanced Demand Side mobile advertising platform

Case Studies

byyd global mobile advertising


“The DeviceAtlas service and its extensive device database provides an important component of Byyd's advanced Demand-side Platform for mobile advertising targeting and reporting. The DeviceAtlas team has been flexible and responsive to our needs."
Wes Biggs, CTO at Byyd

Executive Summary

Global mobile advertising Demand-side Platform, Byyd, enables advertisers to bid for display advertising space on mobile sites and applications to extend their reach and drive results, and publishers to maximize the earning potential of their mobile traffic. Byyd runs an average of 3000 campaigns a month for clients including Samsung, Warner Bros. eBay, McDonalds, Groupon and Google and reaches an estimated 100 million unique mobile users monthly. Over 15 billion monthly ad requests are generated through Byyd's network. The company is headquartered in London with further operations in New York, Paris, San Francisco and Seville.

The Challenge

With mobile rapidly gaining a greater share of advertising budgets and average monthly spend per campaign well in excess of $100k in developed markets, maximising reach of customers’ campaigns is an essential part of Byyd’s offering. In practice, that means ensuring campaign creative is rendered flawlessly across all handsets in use in the market.
 
Added to that, Byyd must ensure campaigns can be targeted by device type, platform and capabilities. Being able to accurately identify and measure which devices are requesting content from their network is essential to provide the metrics and targeting capabilities clients demand. And to provide a seamless user experience, device detection must be carried out at high speed for billions of requests each month.
 
This is a complex task in a diverse device landscape with thousands of different devices with different capabilities and screen sizes in use, and more variations coming to market every week. Specifications can vary substantially across platforms. Even within smartphone platforms like Android, there are a variety of different screen dimensions and device capabilities that advertisers and publishers may not be aware of. A full-featured device detection engine powered by a rich device database is therefore a key requirement. Byyd needed a solution that would be a solid partner that would be responsive to the ever-changing demands and requirements of the mobile advertising market.

The DeviceAtlas Solution

Byyd chose DeviceAtlas to ensure that their business has the most accurate and comprehensive device detection available on the market. With the sheer volume of ad requests coming through the platform, Byyd needed a highly reliable solution that would perform at high speed and ensure highly accurate device detection.

DeviceAtlas’ high speed APIs  are capable of making well over a million detections per second for each server deployed. And because the DeviceAtlas has a small server footprint, infrastructure costs are kept  can rely on DeviceAtlas’ data accuracy with data sourced from multiple industry partners, and over 14,000 unique devices supported.Wes Biggs, CTO at Byyd, comments The DeviceAtlas service and its extensive device database provides an important component of Byyd's advanced mobile advertising targeting and reporting capabilities. The DeviceAtlas team has been flexible and responsive to our needs."

Results

Byyd was able to quickly deploy DeviceAtlas to power its rich device detection and analytics for publishers and advertisers. DeviceAtlas automatically provides data updates on a daily basis, ensuring device data is always current with no need to manage constant data updates, giving a low total cost of ownership.
 
DeviceAtlas adds significant value to Byyd’s business by ensuring it can provide the reach and detailed reporting metrics advertisers demand. DeviceAtlas is highly scalable as both a technology product and a service proposition. As Byyd continues its expansion into new markets and territories, the team is confident that their device detection strategy will be able to support and move with them. 

 

 

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