Insights

AdTech stack for a leading OTT video-streaming publisher

A major OTT video-streaming platform in Asia set out to take control of its advertising operations by replacing third-party tools with its own custom-built AdTech stack. The goal? To create a closed ecosystem where they could fully manage their advertising processes and make better use of their first-party data.

July 27, 2025 3 min read

  • Client NDA
  • Industry Video Streaming
  • Service AdTech
  • Technologies AWS, Python, Go, React, Terraforms, Docker, TypeScript, Django, Bitbucket, and many more.

Introduction 

A leading OTT video-streaming publisher partnered with Avenga to design and build its proprietary AdTech stack. 

  • 18

    Months of end-to-end development partnership covering planning, build, and support phases

  • 12+

    Technologies used across the stack, including AWS, React, Python, Go, and Terraform

Our client wanted to build their own AdTech stack to create a walled garden and monetize their first-party data. 

We designed and built the key platforms in the AdTech stack, including a self-serve ad platform, an ad server, a data lake, and a customer data platform (CDP). 

Challenge 

  • The client lacked full control and ownership over their advertising technology due to reliance on third-party tools like Google Ad Manager. 
  • They needed to create a walled garden to securely manage and monetize their first-party data amid rising privacy regulations and industry changes. 
  • Existing platforms limited their ability to run targeted campaigns and manage advertising internally with flexibility and transparency. 

Solution 

The self-serve ad platform acts as the main user interface whereby advertisers, advertising agencies, and our client’s internal AdOps team can create, change, and monitor their ad campaigns on our client’s video-streaming platform.
The ad server would replace its existing ad server, Google Ad Manager, and serve video and image ads inside its video streaming platform.
The data lake was built to retrieve data from multiple sources, including our client’s streaming service, analytics platforms, subscription database, external data sources, and device information.
The CDP would query data from the data lake and integrate with the ad server and self-serve ad platform to allow advertisers to run targeted campaigns on our client’s OTT video-streaming platform.

Process 

Scoping the Project

We started the project with our scoping phase, whereby we identified the key technical requirements and challenges.

During this phase, we also selected the key features for the MVP and chose the programming languages and frameworks for the tech stack.

Building the MVP

Development efforts centered on the minimum viable product, including the main AdTech platforms and components.

Each part was built to support core advertising operations from campaign setup to targeting.

MVP Release and Support

Once we released the MVP of our client’s AdTech stack, we provided maintenance and support.

This allowed our client to showcase and test the solutions with their internal teams.

Results 

We released the MVP version of the AdTech stack to our client’s internal teams so they could test it with their clients (i.e. advertisers). 

Planning your own AdTech stack? We’ll help you map it out. 

Let`s talk

By delivering the MVP version of the AdTech stack, our client gained a solid foundation for running and managing ad campaigns on their own terms. The custom-built platforms now support internal testing, targeted advertising, and a long-term strategy for full control over monetization and data use. 

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