Mutt Data’s Journey to AWS Advertising & Marketing Technology Competency

👉 What is AdTech & MarTech? Why is it important?

👉 What is the difference between AdTech and MarTech?

👉 Our Trajectory

👉 Mercado Libre

👉 Etermax

👉 X3M

👉 What comes next?

We’ve got huge news: Mutt Data is now officially an AWS Advertising and Marketing Technology Competency Partner! This competency continues our ongoing partnership journey with AWS, from AWS Select Partners, RDS specialists and AWS Advanced Partners. Now we’ve been recognized in the field of Advertising and Marketing.

Mutt Data has become the only AWS Partner in the SOLA region to obtain this competency.

This competency validates our experience and successful projects in the fields of AdTech and MarTech. But what are they?

What is AdTech & MarTech? Why is it important?

We’re experts at the intersection of Technology and Data in the fields of Advertising and Marketing. Basically, we empower efficiency in your marketing actions through a combination of data, technology, Machine Learning, Deep Learning, Neural Networks and Predictive Analytics! With the power of data it’s possible to find ways to efficiently distribute your marketing spend to maximize results or find the users who are most likely to be interested in your Ad. All that and more can be automated through AI Algorithms and optimized through developing technical capabilities of an AdTech or MarTech stack.

What is the difference between AdTech and MarTech?

AdTech (Advertising Technology) focuses on tools and software used to manage, deliver, and analyze digital advertising campaigns. It includes technologies such as demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, ad networks, and data management platforms (DMPs). AdTech helps advertisers reach their target audience, optimize ad spend, and measure the effectiveness of their campaigns. It also includes tech related to building, running and optimizing Retail Media Networks and Ad Managers.

MarTech (Marketing Technology) encompasses tools and software used to plan, execute, and measure marketing campaigns across various channels. This includes customer relationship management (CRM) systems, email marketing platforms, social media management tools, content management systems (CMS), and marketing automation platforms. MarTech enables marketers to create personalized customer experiences, track engagement, and optimize marketing efforts.

Adtech and Martech are two sides of the same coin. Each plays a critical role in the advertising ecosystem. While Adtech encompasses technologies that help to sell ads focusing on the delivery and measurement of advertising campaigns. MarTech on the other hand, groups together technologies that aid in buying ads, managing and analyzing marketing efforts to optimize consumer engagement and sales.

We have experience carrying technical tasks like:

AdTech

✅ Research, design and development of new auction, pricing and pacing mechanisms. Via Real-Time Bidding (RTB), a Demand-Side Platform (DSP) and a Supply-Side Platform (SSP).

✅ Developing solutions for Dynamic Pricing, cost based optimization, relevance based optimization, and automated bidding.

✅ Training of Machine Learning models for predicting Win Rate, Cost, CTR, CVR, and CVR_VTA. Implementing multi armed bandit models for creative optimization.

✅ Building performance based pacing and price modulation.

✅ Event streaming architectures combining Kafka and Druid/Pinot or Kinesis with S3.

✅ Efficient Data Lakes combining AWS EMR with Presto/Trino, AWS Athena, AWS Glue, and/or Delta Lake format.

✅ Predicting Ad Network CPM and latency at the user level to optimize Mobile Ad Waterfalls.

✅ MLOps capabilities:

✅ Real-time Feature Store

✅ Automated model variant generation, versioning, backtesting, and monitoring.

MarTech

✅ Creating lift based Multi Touch Attribution system based on Deep Learning models.

✅ Combining data-driven MTA, with Marketing Mix Modeling and Lift Tests for measuring true marketing incremental lift and saturation.

✅ Generating data-driven accurate marketing spend plan scenarios through the combination of MMM and demand forecasting.

✅ Developing predictive LTV models for understanding true campaign ROI for user acquisition.

✅ Understanding campaign and Adset saturation and optimizing bids and budgets to maximize overall results.

✅ Using Generative AI to generate creatives and copies at scale for large ecommerces.

✅ Optimizing product feeds and user segmentation.

✅ Predicting user propensity and product recommendation.

✅ Applying Generative AI and Mult Armed Bandit approaches to generate optimal messaging content and delivery for Own Media.

Our Trajectory

Mercado Libre

MercadoLibre is the largest online commerce and payments ecosystem in Latin America. Through a suite of technology solutions including Mercado Pago, Mercado Ads, Mercado Envios ,and Mercado Crédito they enable customers in 18 countries to carry out their commerce offering solutions across the entire value chain. We’ve had multiple fruitful collaborations with Mercado Libre:

• Lift Based Multi-Touch Attribution: Online attribution systems typically try to measure the contribution of each advertisement touchpoint (usually ad clicks) in conversion journeys. This means trying to accurately measure the incremental lift brought by each touchpoint. Our teams collaborated to design and implement a new multi-touch attribution platform using advanced deep-learning models for understanding true click-level impact. The result: a real-time and campaign-level measurement much closer to the real lift estimations of each channel.

• Internal Bidding System: the Product Ads Team (searched items promoted by Mercadolibre sellers) needed to develop an improved internal bidding system. We’ve developed a new system running bidding in real time, as the search was made. The system performs CTR (Click Through Rate) and CVR (Conversion Rate) estimations on each item to determine their position while estimating the impact on the marketplace’s GMV (Gross Merchandise Volume) and deciding the optimum tradeoff. The result: a 25% increase in clicks without affecting organic GMV.

Etermax

Etermax is one of the largest gaming companies in the world, especially known for its trivia games headed by the global hit Trivia Crack. Mutt Data collaborated on improving the performance of their Demand Side Platform against the most established mobile Demand Side Platforms. The result? After just four months of work, with no modifications to the previously used budget, Etermax’s system showed a 40% Decrease in Cost Per Clicks (CPCs)

X3M

X3M emerges as a fresh and dynamic AdTech enterprise with strong industry support. Their primary goal is to establish a publisher-centric approach in an industry predominantly focused on advertisers. Their comprehensive range of services encompasses a fully managed AdOps service, a mediator, an exchange, and various other offerings. X3M's mediator encompasses a key aspect of their services: optimizing waterfalls. This presents a unique challenge as publishers possess less data compared to advertisers and must navigate multiple advertising platforms with varying behaviors, all while contending with the ever-shifting landscape of buying mechanisms. They contacted Mutt Data In order to bring a fresh approach leveraging AI and Machine Learning to achieve the next significant breakthrough. The result? An innovative real-time waterfall optimization algorithm driven by state-of-the-art AI systems that led to a 20% increase in CPMs.

What comes next?

Obtaining the AWS AdTech&MarTech Competency is a huge milestone for us, recognizing our successful projects in this field. Together with AWS, we’re working hard to deliver the best solutions in the world of AdTech & MarTech (keep your eyes open for future success cases!). And who knows, maybe even a new competency 😉.

If you’re interested in our data or AdTech&MarTech solutions, you can contact us here.