Discover how Yango Ads streamlines DSP and SSP integration with a transparent, high-performance ecosystem
In programmatic advertising, two essential tools — demand-side platforms (DSPs) and supply-side platforms (SSPs) — are responsible for automating how digital ads are bought and sold. Often, DSPs and SSPs are connected through Ad Exchanges — digital marketplaces where SSPs list available ad impressions, and DSPs bid on them. But Yango Ads does things a little differently. Rather than acting as a middleman, reselling third-party platforms or ads, we offer our own resources
The goal of Yango Ads is clarity, trust, and efficiency. Working only with direct partners means less noise, more control, and better outcomes for everyone involved. Below, we explain how you can benefit from partnering with us.
Benefit 1: Only direct relations and full transparency
The demand side in Yango Ads is represented by Yango Ads Campaigns — a tool for running digital ad campaigns used by more than 600,000 direct advertisers across various industries — gaming, travel, automotive, FMCG, and mobile apps, to mention a few.
The supply side in Yango Ads is represented by our ad network — a platform that serves ads in Yango services and in more than 20,000 partner mobile apps that have integrated our ads SDK. This way, we have real direct relationships with our publishers and sell only first-party premium inventory.
We are not a classic ad exchange intermediary and do not supply our partners’ SSPs with ads from third-party DSPs. When connecting to Yango DSP, partners can be confident that we will only deliver ads from our direct advertisers for display.
Benefit 2: Advantageous competition conditions
All ads from our direct advertisers, as well as those from all DSP partners, participate in Bidding — a unified auction for the right to be displayed across Yango ad network partnered apps.
The journey begins when a user opens an app integrated with our SDK — for example, a mobile game. At the exact moment an ad opportunity appears, such as when a user completes a level, the app triggers an ad request. This request contains key information: available ad formats, the response time window, app metadata, device technical parameters, and the user’s unique identifier. The request is then processed and enriched with additional demographic or contextual signals, such as the user’s gender, age, or application context.
Unlike the traditional Waterfall model, where ad requests are sequentially passed down a hierarchy of networks with varying flags and bid prices, the Bidding model sends the request simultaneously to multiple ad networks. This real-time competition enables faster processing, smarter targeting, and a significant reduction in duplicate and redundant requests — this way, it prevents server overload and increases overall operational efficiency.
Upon receiving the request, each DSP responds with a real-time bid under a first-price auction model: the highest bidder wins, and their creative is instantly served to the user with minimal latency and optimal relevance. Yango ad network inventory is fully open and globally accessible.
Benefit 3: Smart design for ads
Inside our system, the process of choosing a creative to serve a placement is handled by a sophisticated internal engine, often referred to as the “banner engine”. It selects the most suitable ad based on internal formats and campaign parameters.
The engine dynamically adapts creatives for target environments. For simpler display channels like SSP integrations, this involves fitting ads into optimized, pre-designed templates for various screen sizes. For direct channels like Yango Ad Network, the system can deploy smart design technologies that dynamically adjust ad layouts with customized headlines, images, and call-to-actions depending on the publisher context.
After the ad creative is adapted, a final response is generated, specifying exactly how the ad should be rendered within the app or on the website. Our system supports multiple ad types: from fully pre-designed banners to flexible text-graphic native formats, where the ad’s modular elements are assembled directly by the platform based on available layout space and design rules.
Benefit 4: Constant performance optimization
Our dev team is constantly optimizing the technical stack and system performance. For instance, in 2025, we shrunk the amount of script files needed to interact with Yango Ad Network from 1 MB to 100 KB. This reduction significantly improved performance and led to a sharp increase across all key metrics — from impressions to clicks and revenue.
We continue to support and develop the system, adapting it to new requirements and platforms. For instance, recently we rolled out updates in one of the networks, and the number of clicks increased by 220%. For us, working on the Yango Ads system isn’t a one-time task — it’s an ongoing process of improvement and adaptation.
Benefit 5: Powerful anti-fraud
Yango Ads has a dedicated anti-fraud team that analyzes all incoming traffic. Their mission is to determine how legitimate user clicks, impressions, and actions are — for this purpose, the team collects and analyzes various visibility signals (like the metrics of a banner click). Based on this, they identify suspicious patterns and filter out traffic miners, modified ad scripts, and fraudulent bots.
All in all, the team uses over 200 internal rules to filter fraudulent traffic: they are ever-updated and most of them are kept in strict confidence, to prevent fraudsters from adapting their bots and bypassing filters.
Before you go
Yango Ads offers a unique approach to programmatic advertising by combining its own DSP and SSP in a single ecosystem. With direct transparent partnerships, fair bidding, ever-updated anti-fraud rules, and continuous tech optimization, Yango Ads provides a high-performance, secure, and efficient environment for your business growth.
