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Real-Time Bidding Platform to Improve Advertising Campaigns

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Industry: Marketing & PR


  • An additional revenue channel for the customer (Tinkoff Bank)
  • Attracting loyal customers from a 5-million pool of card holders
  • Managing and tailoring advertising campaigns

Technologies Used: jQuery, Backbone, MySQL, Highcharts, PHP, Big Data, C++, REST API, Symfony, Ext

Methodology: Agile


Based in Russia, The Bank is one of the leading providers of financial services to 5+ million clients. What differs the customer from other banks is that it operates entirely online. Delivering its services through an innovative remote platform, the Bank was recognized as the “Bank of the Year” in 2016 by the most influential Russian finance media website.


The customer turned to HQSoftware to develop custom advertising solution – a real-time bidding platform to aid federal retail chains, local businesses, and online shops in boosting brand recognition, reaching out core audience, and enabling efficient conversion funnel.


Developed by HQSoftware, the System comprises three interconnected solutions: a demand-side platform (DSP), a supply-side platform (SSP), and a data management platform (DMP).

Using the Symfony framework for back end and jQuery for front end, our team designed a demand-side platform responsible for providing access to multiple sources of inventory (advertising banners, videos, etc.). The platform allows for streamlining ad operations with application that facilitate both workflows and report building. Enabling synergy across advertising campaigns, the solution also makes it possible to determine the value of an individual impression in real time based on user history.

Marketing and advertising software solutions

With the same underlying technology stack, a supply-side platform was delivered to furnish users with an instrument capable of managing multiple advertising networks and tailoring campaigns to the organization’s needs.

A data management platform—Backbone.js at the front-end core—was developed to provide detailed data about targeted audience and help to better identify it and improve the conducted campaigns.

To ensure the delivered platforms—as well as each new introduces feature—work appropriately, engineers at HQSoftware covered them with unit tests.

Employing the SSL protocols, our developers ensured security.


Partnering with HQSoftware to get an additional revenue channel, The Bank developed a solution that allows retail chains / local businesses / online shops to attract loyal clients from a 5-million pool of the bank’s card holders. Designed by HQSoftware, the system ensures efficiency of identifying target audience enabling selection across such parameters as:

  • clientele geolocation (e.g., a customer lives or works in the neighborhood of retail chain’s departments)
  • clientele interests (e.g., customer regular expenses accrue to the same products/services offered by a retail chain or an online shop on the Tinkoff Target program)
  • clientele income (how much money a customer usually spend on the goods offered by members of the Tinkoff Target program)
  • learn if a customer prefers a competitor

marketing and advertising custom software solution

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