Platform Overview

Ring DAS is a comprehensive SaaS advertising technology platform that provides integrated ad serving, delivery optimization, and analytics. This page provides a high-level overview of Ring DAS capabilities, core modules, and common use case scenarios.

What is Ring DAS?

Ring DAS (Digital Advertising System) is an enterprise-grade advertising platform that combines:

Campaign Management - Complete deal, line item, and creative lifecycle management
ML-Powered Ad Delivery - Machine learning-based decision engine for optimal ad selection
Retail Media Capabilities - Purpose-built features for product catalogs, sponsored products, and attribution
Inventory Management - Comprehensive tag, placement, and targeting configuration
Audience Segmentation - First-party data activation and behavioral targeting
Activity Tracking - eCommerce event tracking and conversion measurement
Self-Service Portals - White-label advertiser, brand, agency, and affiliate portals
Real-Time Analytics - Comprehensive reporting with low-latency data updates

Core Platform Modules

Ring DAS is organized into modular domains that work together seamlessly:

DELIVERY (Ad Server)

The DELIVERY module is the heart of campaign management and ad serving.

Key Capabilities:

Campaign Hierarchy: Deal → Line Item → Creative structure
Campaign Lifecycle: Draft, reserved, active, paused, completed states
Priority System: Sponsorship, standard, price, and house priorities
Creative Management: Multiple format support including display, video, and rich media
Budget & Pacing: Automatic pacing to meet delivery goals

Who Uses It: Campaign managers, traffickers, ad operations teams

Learn More: Campaign Management

OFFERS

The OFFERS module manages product catalogs and advertising offers for retail media and dynamic creatives.

Key Capabilities:

Catalog Management: Store up to 50,000 product catalogs per network
Product Data: Support for up to 10 million products per catalog
Schema Definition: Flexible product schemas with custom fields
Sync Methods: API and file-based catalog synchronization
Data Processing: ETL pipelines for data mapping and transformation

Who Uses It: Retail media operators, platform administrators, data engineers

Learn More: Offers & Product Catalogs

INVENTORY

The INVENTORY module provides centralized configuration for ad units, placements, and targeting.

Key Capabilities:

Ad Units: Define advertising placement locations
Targeting Keys: Up to 100 custom key-value pairs for targeting
Tag Management: Centralized script and pixel management
Floor Pricing: Dynamic floor price configuration
Placement Types: Support for display, video, native, and sponsored product placements

Who Uses It: Inventory managers, publishers, platform operators

Learn More: Inventory Management

AUDIENCE

The AUDIENCE module builds and maintains user segments for targeting.

Key Capabilities:

Segment Builder: Create segments based on behavioral, contextual, and demographic criteria
Segment Limits: Up to 1,000 segment definitions per network
First-Party Data: Integrate your own user data
Real-Time Updates: Continuous segment membership updates
Segment Overlap Analysis: Understand audience composition

Who Uses It: Data analysts, targeting specialists, marketing teams

Learn More: Audience & Data

DAS PIXEL (Activity Tracking)

The DAS PIXEL module collects user activity and eCommerce events.

Important: DAS PIXEL is a separate module from AUDIENCE. It provides the raw event collection that feeds into audience segmentation and ML models.

Key Capabilities:

JavaScript SDK: Client-side event tracking
HTTP API: Server-side event tracking
Event Types: Page view, product detail, cart actions, purchase, search, custom events
Session Management: Automatic session tracking and user identification
User Identification: Support for both anonymous (LU) and logged-in (AID) users

Performance Characteristics:

Up to 50 million events per day per network
Event ingestion latency: ≤ 60 seconds
Event retention: minimum 30 days

Who Uses It: Developers, integration engineers, eCommerce teams

Learn More: Activity Tracking

SELF SERVICE (White Label)

The SELF SERVICE module provides white-label portals for advertisers, brands, agencies, and affiliates.

Portal Types:

Advertiser Portal: Direct advertiser campaign creation and management
Brand Portal: Vendor/brand management for retail media networks
Agency Portal: Multi-client account management
Affiliate Portal: Partnership and commission tracking

Key Features:

Campaign creation and management
Budget control and pacing
Creative upload and approval workflow
Real-time performance reporting
White-label capabilities (custom branding, workflows)

Who Uses It: Advertisers, brands, agencies, affiliates

Learn More: Self-Service Portals

REPORTS

The REPORTS module provides analytics and performance insights.

Key Capabilities:

Ad-Hoc Queries: Create custom reports with flexible dimensions and metrics
Scheduled Tasks: Automate report generation and delivery
Real-Time Data: Metrics updated within 15 minutes
Data Export: CSV, JSON, and API export options
Custom Dashboards: Build tailored views for different stakeholders

Concurrency Limits:

Up to 30 concurrent reports per network
Up to 3 concurrent reports per data source
Up to 1,000 saved queries per network

Who Uses It: Analysts, campaign managers, executives

Learn More: Reports & Analytics

SETTINGS

The SETTINGS module manages global network configuration and feature flags.

Key Capabilities:

Network Configuration: Currency, timezone, language settings
Feature Flags: Gradual rollout of new features
Integration Settings: Third-party system connections
User Permissions: Role-based access control

Who Uses It: Platform administrators, network operators

Platform Architecture

Ring DAS follows a modular architecture where each component has well-defined responsibilities:

graph TB
    subgraph "Data Input Layer"
        A[OFFERS<br/>Product Catalogs]
        B[INVENTORY<br/>Ad Units & Targeting]
        C[DAS PIXEL<br/>Activity Tracking]
    end

    subgraph "Data Processing Layer"
        D[AUDIENCE<br/>Segments]
        E[SETTINGS<br/>Configuration]
    end

    subgraph "Decision Layer"
        F[DELIVERY<br/>Deals & Line Items]
        G[Bidder<br/>ML Decision Engine]
    end

    subgraph "Execution Layer"
        H[Ad Server<br/>Creative Rendering]
        I[Event Tracker<br/>Conversions]
    end

    subgraph "Experience Layer"
        J[SELF SERVICE<br/>Portals]
        K[REPORTS<br/>Analytics]
    end

    A --> F
    B --> F & G
    C --> D
    D --> G
    E --> F & G
    F --> G
    G --> H
    H --> I
    I --> C
    F --> J & K
    C --> K

    style F fill:#e1f5ff
    style G fill:#ffe1f5
    style C fill:#f5ffe1

Key Data Flows

Campaign Setup Flow
- INVENTORY defines ad units and placements
- OFFERS provides product catalogs (for retail media)
- AUDIENCE defines segments
- DELIVERY creates deals, line items, and creatives
- SETTINGS configures network-level parameters
Ad Request Flow
- User visits website with Ring DAS tags
- Ad Server receives request with context
- Bidder evaluates eligible line items
- ML Decision Engine predicts performance
- Best creative selected and served
- Events tracked via DAS PIXEL
Data Collection Flow
- DAS PIXEL captures user events (page views, purchases, etc.)
- Events processed in real-time (≤ 60 seconds latency)
- AUDIENCE updates segment memberships
- REPORTS aggregates performance metrics
- ML models retrain on new data

Use Case Scenarios

Publisher Monetization

Publishers use Ring DAS to monetize their content with programmatic and direct-sold advertising.

Common Setup:

INVENTORY: Configure ad units across website
DELIVERY: Create deals with advertisers
REPORTS: Monitor yield and fill rate
SETTINGS: Configure floor prices and ad quality rules

Example: News website serving display and video ads across articles, homepage, and mobile app.

Retail Media Network

Retail media networks enable vendors to advertise products on their eCommerce platforms.

Common Setup:

OFFERS: Sync product catalog from eCommerce platform
INVENTORY: Configure sponsored product placements (search, category, product detail)
DAS PIXEL: Implement purchase tracking for attribution
SELF SERVICE: Enable Brand Portal for vendor self-service
AUDIENCE: Build shopper segments based on behavior

Example: Marketplace allowing vendors to promote products in search results and category pages with ROAS attribution.

Learn More: Retail Media Overview

Self-Service Advertising Platform

Advertising platforms use Ring DAS to enable advertisers to create and manage campaigns independently.

Common Setup:

SELF SERVICE: Configure Advertiser Portal with white-label branding
DELIVERY: Automate campaign approval workflow
REPORTS: Provide real-time performance dashboards
AUDIENCE: Enable audience targeting for campaigns

Example: Regional advertising network providing self-service portal for local businesses.

Omnichannel Advertising

Advertisers use Ring DAS to run coordinated campaigns across multiple channels and optimize spend.

Common Setup:

DELIVERY: Create campaigns for on-site inventory
Smart Deals / Traffic Mixer: Optimize budget allocation across channels
DAS PIXEL: Track conversions across online and offline
REPORTS: Unified reporting across all channels

Example: Retailer running coordinated campaigns across website, mobile app, and integrating with Google Ads.

Performance Characteristics

Scale & Throughput

Ad Requests: Up to 10,000 bid requests per second per network
Daily Events: Up to 50 million tracked events per network
Products: Up to 10 million products per catalog
Campaigns: Up to 100,000 deals per network

Latency & Freshness

Ad Decision: ≤ 150 ms per request (p95)
Event Ingestion: ≤ 60 seconds
Reporting Data: ≤ 15 minutes for standard metrics
Config Changes: ≤ 5 minutes for API updates

Availability & Reliability

Platform Availability: ≥ 99.8% per month
Data Recovery: Critical metrics recovered within 3 hours
Backup & Redundancy: Multi-region AWS deployment

Learn More: Rate Limits & Quotas

Integration Points

Ring DAS provides multiple integration methods:

API Integration

ADP API (GraphQL): Campaign management, configuration, reporting
Delivery APIs (REST): Ad requests, event tracking, click tracking
Data APIs: Product catalog sync, user feature store

Learn More: API Reference

Client-Side Integration

JavaScript SDK: Ad delivery and event tracking
Tag Manager: Automated script loading and configuration
Prebid.js: Header bidding integration

Learn More: Integration Guide

Third-Party Integrations

Google Ad Manager: Server-to-server bidding
Analytics Platforms: Data export and dashboards
CRM Systems: Automated campaign creation
Data Management Platforms: Audience data sync

Security & Compliance

Ring DAS is built with security and compliance as core principles:

GDPR Compliance: Full support for user consent and data privacy
TCF v2.2: Transparent Consent Framework integration
DSA: Digital Services Act compliance features
Data Encryption: End-to-end encryption for sensitive data
Access Control: Role-based permissions and audit logs

Learn More: Compliance

Getting Started with Ring DAS

Based on your role, here are recommended next steps:

Authentication - Set up API access
Ad Request Integration - Integrate ad delivery
Event Tracking Setup - Implement pixel tracking
API Reference - Explore endpoints

Frequently Asked Questions

What makes Ring DAS different from other ad servers?

Ring DAS was designed from the ground up for retail media with native product catalog integration, multi-tier attribution, and purpose-built placement types. It combines traditional ad serving with eCommerce-specific capabilities.

Can Ring DAS integrate with my existing tech stack?

Yes. Ring DAS provides comprehensive APIs, SDKs, and pre-built integrations for common platforms like Google Ad Manager, analytics tools, and CRM systems.

What level of technical expertise is required?

Ring DAS serves multiple personas:

Business users can use the web UI and self-service portals without coding
Developers can integrate via APIs and SDKs with standard web development skills
Platform operators need understanding of ad serving concepts and configuration

How is Ring DAS priced?

Contact your account manager for pricing information. Pricing typically considers factors like ad request volume, feature modules enabled, and support level.

Is Ring DAS cloud-hosted or on-premise?

Ring DAS is a fully-managed SaaS platform hosted on AWS. No on-premise installation is required.