Advertising Platform
The technology stack for modern advertising. For detailed architecture, see the Tech Stack Deep Dive.
The ABCD Overlay
| Layer | Function | Advertising Application |
|---|---|---|
| A - AI | Targeting, bidding, creative | Predictive bidding, DCO, audience modeling |
| B - Blockchain | Verification, attribution | Ad delivery proofs, transparent reporting |
| C - Crypto | Payment, incentives | Micropayments for attention, token rewards |
| D - DePIN | Data collection | Location, weather, mapping, connectivity data |
Core Architecture
DATA LAYER → EXECUTION LAYER → INTELLIGENCE LAYER
CDP + DMP + DePIN → DSP + SSP + Server → Attribution + AI + Analytics
Data Layer
Where audience intelligence lives.
| Platform | Data Type | Best For |
|---|---|---|
| CDP | First-party, unified | Retention, personalization |
| DMP | Third-party, aggregate | Prospecting (declining) |
| DePIN data | Verified, real-world | Location, context, ground truth |
The shift: CDPs gaining importance as first-party data becomes the competitive moat. DMPs declining as cookies deprecate.
Execution Layer
Where ads get bought and served. See Tech Stack Deep Dive for platform-by-platform breakdown.
| Platform | Function | Key Players |
|---|---|---|
| DSP | Media buying automation | The Trade Desk, Google DV360, Amazon |
| SSP | Inventory management | Google Ad Manager, Magnite |
| Ad Server | Creative delivery | Google CM360, Flashtalking |
Intelligence Layer
Where measurement and optimization happen.
| Function | Tools | Purpose |
|---|---|---|
| Attribution | Rockerbox, Northbeam | Touchpoint credit |
| MMM | Measured, Recast | Budget allocation |
| Analytics | GA4, Amplitude | Behavior understanding |
| Verification | DoubleVerify, IAS | Fraud and brand safety |
AI Capabilities
AI is central to competitive advertising. 86% of companies use or plan to implement AI.
| Function | AI Application | Impact |
|---|---|---|
| Bidding | Predictive optimization | 25-30% CPA reduction |
| Targeting | Audience modeling | Reach expansion |
| Creative | Dynamic optimization (DCO) | 10-20% CTR lift |
| Content | Generative ad creation | 60% time savings |
| Fraud | Invalid traffic detection | Budget protection |
Identity Infrastructure
Third-party cookies are dying. Identity strategy determines targeting ceiling.
| Solution | Type | Scale | Privacy |
|---|---|---|---|
| First-party cookies | Deterministic | Own traffic | Low risk |
| Hashed emails | Deterministic | Logged-in users | Low risk |
| Unified ID 2.0 | Industry standard | Growing | Medium |
| Privacy Sandbox | Google-controlled | Massive | Medium |
| Contextual targeting | No identity | Unlimited | Zero risk |
| Data clean rooms | Privacy-safe | Partner data | Low risk |
DePIN Integration
How decentralized data infrastructure plugs into the ad tech stack:
DePIN Sensors → Verified Data → CDP Integration → Audience Enhancement → DSP Targeting
↓
On-chain attestation
(provenance proof)
| Integration Point | DePIN Data | Value Add |
|---|---|---|
| CDP enrichment | Location, weather, environment | Hyperlocal audience segments |
| DSP targeting | Real-time context signals | Moment-based targeting |
| Creative triggers | Weather, foot traffic, events | Dynamic creative optimization |
| Measurement | Physical world verification | Offline attribution |
Build vs Buy
Summary from Tech Stack Deep Dive:
| Component | Recommendation |
|---|---|
| DSP | Buy |
| CDP | Buy or build |
| Attribution | Build + buy |
| Creative tools | Buy |
| Optimization AI | Build |
| Reporting/BI | Build |
| Identity | Buy + partner |
Hybrid principle: Build proprietary intelligence, buy commodity infrastructure.
Stack Evaluation
Measure your stack, not just your campaigns:
| Metric | What It Shows |
|---|---|
| Time to activation | Speed from data to campaign |
| Data freshness | Lag between event and use |
| Match rates | % users identifiable cross-platform |
| Integration reliability | Sync uptime and success |
| Total cost of ownership | Platform + engineering + ops |
Context
- Tech Stack Deep Dive — Full platform architecture
- Advertising Overview — The transformation thesis
- Protocols — How data flows through the stack
- AI Data Platform — Data infrastructure that feeds advertising
- ABCD Stack — Broader technology framework