Adserver API best practices

Ad Server API Overview

The Pentaleap Adserver API is used to request and receive ads from the Pentaleap Retail Media platform.

There are two variations of the API implementation based on your use case:

Standard Use Case: Sourcing all campaigns directly from Pentaleap and API-synced demand sources (such as SKAI or Pacvue).

3rd Party Demand Use Case: Sourcing some or all demand from an existing third party or demand platform.

In both cases, the API implementation remains the same. However, the 3rd Party Demand use case requires the use of our [For 3rd Party Demand] Implement Warmup for Demand Source callsWarmup API call.

Implementation Types

Backend integration has the benefit of minimal, consistent network time between Client and Pentaleap adserver – app integration may add latency

Backend Integration

Client Integration

Recommended ways to integrate the different components

Backend requests

Ad Request: Ensures low network latency with backends hosted in same regions.

Conversion Events: In the backend to keep data hidden and prevent tampering

Frontend Requests

Impressions: In the browser which is aware if an ad on the screen or not. Data in tracking URLs are encrypted.

Clicks: In the browser which is aware of click events. Data in tracking URLs are encrypted.

Best Practices

Accurate Metadata: Ensure that all metadata (e.g., Ad Unit ID, UserID, search query, and category information) is accurate and complete to enable precise targeting and tracking.

Timely API Calls: Make API calls as soon as the final list of products to be shown is known to ensure real-time ad delivery and relevance.

Verify Endpoints and DNS: For each environment, Pentaleap will provide a set of endpoints, DNS, publisher, and site IDs. Verify that you are calling the correct endpoints for each environment to avoid misrouting and ensure data integrity.

Re-use connections

Don’t test speed locally

Load Tests

Products per Request

Cross Page Boosting

Sourcing Demand

Sourcing (third party) demand in parallel to search requests reduces latency

Implementing timeouts on ad requests guarantees that impact on speed is minimal

Demand Sources & Ad Request Logic

Product Overlap

Duplicating sponsored products

Removing duplicates

Desired behavior. When relying solely on third-party sources for ad demand, it's beneficial to ensure that there's significant overlap between the products featured organically and those with bids from the demand source. This practice enhances the relevance of the displayed ads for the end user, leading to better click-through rates (CTR) for the brands and retailers involved.

Adserver API best practices

Ad Server API Overview

Requirements

Implementation Types

Backend vs Client Implementation

Component type suggested integration

Backend requests

Frontend Requests

Best Practices

Ad Server API call

Optimizing and testing connection speed

Organic Products, Cross-Page Boosting and Third Party Demand

Most integrations send 40-100 products

Ideal integration solves for cross-page boosting and better overlap

Sourcing (third party) demand in parallel to search requests reduces latency

Demand Sources & Ad Request Logic