Solutions/Deduping Competitive separation and ad deduplication

The same ad twice in one break. Or two rivals back to back.

Multi-video pods are built from distinct demand sources, and none of them sees the whole break. Deduping stops repeat ads and competitive clashes before the pod is built, inside the latency budget SSAI allows.

Why it breaks

Pods are assembled from distinct sources that cannot see each other.

Both are straightforward when one buyer fills the whole break. Across several DSPs bidding independently, the signals the auction relies on stop being trustworthy.

01 Taxonomy

Every DSP labels differently

Separation is enforced on the adomain and cat fields, and DSPs fill them inconsistently. One insurance advertiser can arrive as auto insurance, as personal finance, or with no category at all.

02 Identity

One creative, two identities

A guaranteed deal and an open-market bid can win separate slots with the identical creative. crid is unique per DSP, so the auction sees two ads and the viewer sees one ad twice.

03 Performance

Performance-driven decision

The tmax on a bid request leaves the SSP a thin slice of processing time. Collect every bid, loop for conflicts, drop one, re-run the auction — none of that fits. Separation has to be decided as the pod is built, not repaired afterwards.

How it deploys

Beside the auction, not inside it.

The SSAI timeout window shapes the whole design. Nothing is added to the critical path.

At creative sync Fingerprints are generated as DSPs sync creatives, ahead of any auction. Decoding and hashing happen once per creative, not once per request.

Beside the auction The decisioning engine runs parallel to the core auction, with everything resolvable already resolved. Pod construction is a performance-driven decision against a prepared index.

At request time Only cheap operations remain: comparing integer hashes against a prepared index. No metadata parsing, no category loops, no second auction.

What the publisher sets Separation rules, declared once per inventory group: which categories conflict, how close two brands may sit, whether a repeat is ever acceptable in a long break.