Zurla runs your RTB businessFor exchanges, SSPs, DSPs and trading desks

Your RTB platform. Your brand.
Zurla runs the rest.

Run your exchange, trading desk, SSP or DSP (supply-side or demand-side platform) on Zurla’s RTB (real-time bidding) infrastructure, under your brand. Then run the business in a conversation with Zurla. Ask in plain words, and it brings partners on, decides which traffic each partner sees, keeps bad traffic out and adds capacity before peaks, toward your goals, with no ad ops team.

Book a demoFollow the day
Zurla Swarm 2.1Orrinth Exchange · Ad ops
  1. Orrinth Exchange’s ad ops lead asks Zurla to add Vellacourt as a new SSP, for video, connected TV, display and native, from the US and Europe, and to set up its RTB integration.
  2. Zurla creates Vellacourt SSP (partner ID VLC-SSP-01, starting at 20,000 QPS, Orrinth’s brand safety rules, TCF v2.3 and GPP), then sets up the OpenRTB 2.6 integration with three endpoints, US East, US West and EU West, and tests it: 1,000 test requests, all valid, answered in 34 ms.
  3. Zurla offers to email the details from the Gmail integration. The lead says yes, and Zurla writes and sends the email to Vellacourt’s ad ops team with the seat ID, endpoints, specs, test results and an integration guide.
  4. The lead asks to raise Vellacourt’s QPS from 20,000 to 60,000. Zurla does it in three checked steps, 30,000, 45,000 and 60,000, answering in 31 ms with 99.8% valid requests.
  5. The lead asks for the fill rate of Corrandel Bidder and Ostlyn DSP on Vellacourt’s traffic over 7 days. Zurla compares 418 million bid requests: Corrandel fills 87.4%, Ostlyn 81.2%, with Ostlyn ahead on native.
  6. Zurla makes the report: head to head, fill rate by day, by format and by hour, share of wins (56% and 44%), response times of 36 and 42 ms, and three next steps.

11 a.m. · Traffic

Zurla sends each buyer what it buys.
Less waste, more bids.

Each buyer agrees to take a set number of requests a second. Zurla learns what each one buys from every bid and every pass and sends it those requests, inside its limit. When traffic surges past a bidder’s limit, Zurla sends the extra to other bidders that buy it.

Each bidder now gets the requests it buys, inside its limit: 35% fewer requests to bidders, 15% more bids, and late answers cut from 0.8% to 0.4%, well under the 1% limit. What each bidder buys. Bidder A: web banner US, web native US, web banner Europe. Bidder B: app banner US, app native US, app banner Europe, app banner Asia Pacific. Bidder C: web native US, app native US, web native Asia Pacific. Bidder D: web banner US, app banner US, web banner Europe, app banner Europe. Bidder E: web native Asia Pacific, app banner Asia Pacific. Bidder F: web native US, web banner Europe, app banner Europe.

Requests to bidders

Before−35%

Bids

Before+15%

Late answers (too late to count)

0.8%0.4%

from 0.8% · limit 1%

Illustrative data

−35% requests · +15% bids

Zurla · Orrinth Exchange 11:08 a.m.

It’s 11. Is the traffic match ready to roll out?

Yes. A week of testing says it works, for bidders and for you.

  • Learned each bidder’s pattern from every bid and pass
  • Sent each bidder the requests it buys, inside its limit
  • Tested on 5% of traffic since last Tuesday

Go ahead if it’s better.

It is, on every count, so it’s on all traffic now.

  • Requests to bidders −35%, bids +15%
  • Late answers: 0.8% → 0.4%, well under your 1% limit
  • Rolled out · undo in one click

Traffic matched+15% bids

Ask Zurla about Orrinth Exchange

1 p.m. · Quality

Zurla keeps bad traffic out.
Buyers bid with confidence.

Before any buyer sees a request, Zurla checks it for invalid traffic (requests from bots or fraud rather than people), checks that the seller is authorized and applies brand-safety rules. New ads are scanned before they run and watched once they do. Buyers can trust your supply and bid on more of it.

Zurla · Orrinth Exchange 1:06 p.m.

Requests from Brisvale’s weather app tripled at noon. Is that real?

Not all of it. Two of every three come from computers in data centers posing as Brisvale’s app, not from phones.

  • Checked on arrival: data-center addresses
  • Those requests kept out before the auction
  • Brisvale’s real app traffic untouched
  • Details sent to Brisvale’s team

Will buyers see any of it?

None of the requests I kept out, and checks after ads serve add a second layer.

  • Reasons shown in Brisvale’s partner dashboard

Fake traffic kept outBefore the auction

Ask Zurla about Orrinth Exchange

Requests posing as Brisvale’s weather app are kept out before the auction, and Brisvale’s real traffic still reaches bidders. 6.5% of today’s requests were kept out before any buyer saw them, and more checks run after ads serve.

6 p.m. · End of day

No ad ops.
No optimization.
Just goals.

Tell Zurla what you want in bids, quality, speed and growth, and it finds the route. Your team keeps the partnerships and the decisions, and every change is logged and can be undone.

A frontier model, built for advertising.

  • Partner onboarding: Weeks of spec calls and test traffic for every new partnerPartner onboarding: Ask Zurla; partners tested and live in days
  • Traffic: Requests skipped at random once a buyer hits its limitTraffic: Each buyer sees what it buys
  • Quality: Invalid traffic found in last month’s reportQuality: Bad traffic kept out before the auction
  • Peaks: Engineers on call through every peakPeaks: Capacity added ahead of the peak
  • Opportunities: Spotted in next month’s reviewOpportunities: Zurla spots them and acts the same day
  • Goals: Thresholds and rules tuned by handGoals: Goals in plain words; Zurla finds the route

What Zurla does tonight

Illustrative data

Chat

Ask anything about your platform

Zurla answers from your logs and metrics, and acts on what you ask.

Zurla · Orrinth Exchange 6:20 p.m.

I’m heading out. Who’s watching the platform tonight?

I am. The 66 partner reports went out at 6, and everything’s in hand. I’ll message you if anything needs your call.

  • Corrandel Bidder: to 10% at midnight if the numbers hold
  • Kellowan’s deal: matching requests flowing
  • Brisvale: fake app traffic still kept out
  • Black Friday: capacity in place in three regions
  • EU West surge: Bidder D raised its limit at 4:40 p.m.
  • Goals: next check at 7 p.m.; your brief at 7 a.m.

Running hands-free0 people on call

Ask Zurla about Orrinth Exchange

Northstar

Goals, not settings

Tell Zurla the outcome, such as more bids per auction with late answers under 1%. Zurla plans the steps and checks progress every hour.

Radar

Found before partners ask

Every partner, region, format and bidder, watched around the clock.

3 opportunitiesoptions by morning

Foresight

Plan peaks with confidence

Traffic, bids and capacity, forecast months ahead, region by region.

2.4M requests a secondBlack Friday forecast

Forge

Workflows in plain words

Describe a task once. Zurla builds the workflow and runs it, on a schedule or whenever it’s needed.

Swarm

AI agents in every auction

Thousands of agents, every millisecond, all aimed at your goals.

1,284agents working right now

Zero

No ad ops team needed

Zero people on call tonight. Zurla handles onboarding, traffic, capacity, screening and reports, day and night.

0 people on call

What the tiles show, illustrative data. Northstar: +12% of a +20% goal, the ring at 60%. Forge: workflow live, whenever traffic surges: watch traffic against each limit, move the extra to other bidders, send its team the surge numbers, report what it added. Foresight: the forecast peaks on Black Friday at 2.4M requests a second. Zero, the day so far: Corrandel Bidder ramping, traffic matched for every bidder, fake app traffic kept out, capacity in place in three regions, EU West surge captured, 66 partner reports sent, goals checked every hour.

For your CTO

No custom builds.
Zurla writes the setup.

Partners connect with OpenRTB 2.6, the IAB Tech Lab’s standard for bid requests and responses, on both sides, so nobody builds anything custom. Zurla writes each partner’s setup, keeps your sellers.json (your public list of sellers) current and delivers log-level data (one record for every request, bid and win) to your storage. Ask Zurla anything technical, and it answers with the spec.

The code window shows the partner setup Zurla wrote for Corrandel Bidder, approved by your team. Its other tabs show Gildersby Games’ app-ads.txt line and your sellers.json.

partners/corrandel.jsonwritten by Zurla gildersby.example/app-ads.txtyour line orrinth.example/sellers.jsonyour sellers 
{
  "partner": "Corrandel Bidder",
  "side": "demand",
  "endpoint": "https://eu-west.bid.corrandel.example/rtb",
  "openrtb": "2.6",
  "regions": ["eu-west"],
  "qps_limit": 10000,
  "formats": ["banner"],
  "channels": ["app"],
  "countries": ["DEU", "FRA", "GBR", "ESP", "ITA"],
  "tcf_vendor_id": "<IAB vendor ID>",
  "test_requests": { "test": 1, "billed": false, "qa": "passed" },
  "ramp": { "steps": [0.01, 0.1, 0.5, 1], "now": 0.01 },
  "status": "live",
  "written_by": "Zurla",
  "approved_by": "your team"
}
# https://gildersby.example/app-ads.txt (websites use ads.txt, same line)
# Your domain, the seller's ID with you, and the relationship. Illustrative.
orrinth.example, 20917, DIRECT
{
  "version": "1.0",
  "contact_email": "sellers@orrinth.example",
  "contact_address": "<Orrinth Exchange business address>",
  "sellers": [
    {
      "seller_id": "10482",
      "name": "Thistlecomb Media",
      "domain": "thistlecomb.example",
      "seller_type": "PUBLISHER"
    },
    {
      "seller_id": "20917",
      "name": "Gildersby Games",
      "domain": "gildersby.example",
      "seller_type": "PUBLISHER"
    }
  ]
}
Writing…Written by Zurla · approved by your teamJSON · 17 lines Seller ID 20917 · DIRECTPlain text · 3 lines Two sellers, by seller IDJSON · 19 lines

Zurla writes it when you connect a partner, and your team approves it in your dashboard · the format is illustrative

the publisher’s line names your domain, its seller ID with you and DIRECT

two of your sellers shown; the file lists every seller on your platform · illustrative

Illustrative data · endpoints and IDs are placeholders

Zurla · Orrinth Exchange For your CTO

What do our partners need to build to connect?

Nothing new. Supply partners send OpenRTB 2.6 requests to your domain and bidders answer them, as with any exchange. I write each partner’s setup; here’s Corrandel Bidder’s.

  • Written for EU West and app banners
  • Tested with requests that bill no one
  • Live on 1%, stepping up as the numbers hold

Setup writtenYour team approves it

Ask Zurla a technical question

Spec

Protocol
OpenRTB 2.6 on the supply side, the demand side or both, under your domain; partners on 2.5 mapped field by field
Formats
Banner and native (native always labeled as an ad), on websites and in apps
Regions
Four, on three continents; each request handled in a region near its partner; capacity added before known peaks
Speed
Built to keep Zurla’s own time under 40 ms on 99 of every 100 bid requests, apart from the time bidders take to answer
Your domain
bid., bidder., events., notify. and partners. on orrinth.example, pointed at Zurla with a DNS record, with TLS certificates Zurla manages
Supply chain
schain with your domain as its node; sellers.json on your domain; direct publishers’ ads.txt and app-ads.txt lines marked DIRECT
Privacy
IAB TCF v2.3, GPP and COPPA signals carried through and checked for each bidder
Data
Log-level, streamed to your cloud storage or warehouse in near real time

Illustrative data

Every kind of RTB company

Your platform. Your partners.
Your goals.

Exchange, SSP (supply-side platform), DSP (demand-side platform) or trading desk: pick yours, and see what you’d ask Zurla and what it would do.

Exchanges

Both sides in one marketplace.
More bids per auction.

Supply partners send requests in, bidders answer, and your auction decides, under your name. Zurla matches traffic to each bidder and keeps bad traffic out before any bidder sees it.

Zurla · Your exchange

What changed since you took over?

Bidders get the requests they buy now: 35% fewer requests and 15% more bids since week 4.

Traffic matchedInside every limit

Ask Zurla
−35%requests sent to bidders
+15%bids received

Chart, illustrative data over 12 weeks: after Zurla went live in week 4, bids received rose from an index of 46 to 53, up 15%, and requests sent to bidders fell from 74 to 48, down 35%.

SSPs · supply-side platforms

Every publisher, screened and live
under your name.

Publishers and app developers connect to you and list you as a direct seller. Zurla onboards each one, checks its files and traffic and keeps your seller list current, so buyers can trust what they buy.

Zurla · Your SSP

We signed 12 publishers this week. Get them live.

On it. I’m checking each one’s files and traffic, adding them to your seller list and bringing them live one by one.

12 publishers onboardingAbout 4 days to live

Ask Zurla
4 daysfrom signed publisher to live traffic
+24%buyer bid rate

Chart, illustrative data over 12 weeks: after Zurla went live in week 4, the buyer bid rate rose from an index of 50 to 62, up 24%, and requests sent to buyers fell from 70 to 57.

DSPs · demand-side platforms

Answers in time.
Compute where it counts.

Exchanges and SSPs send requests to your bidder. Zurla answers each one well inside the exchange’s time limit; its own part is built to take under 40 ms. It turns away requests none of your campaigns can use and passes the rest to your bidding logic, which stays yours.

Zurla · Your DSP

Can our bidding logic skip the requests we never buy?

Yes. Tested on 5% of traffic, now live: I turn those away in under 20 ms, before they reach your logic. The logic stays yours.

Wasted requests turned away−60% · undo in one click

Ask Zurla
−60%requests reaching your bidding logic
0.4%answers too late, from 3.1%

Chart, illustrative data over 12 weeks: after Zurla went live in week 4, requests reaching your bidding logic fell from an index of 90 to 36, down 60%, and answers too late fell from 31 to 4 per 1,000, from 3.1% to 0.4%.

Trading desks

Your bidder, your deals,
your name on both.

Run a bidder under your brand for the agencies and advertisers you buy for. Zurla sets up each private deal you sign (terms set ahead with a seller), checks where each request came from before you bid, and reports by client and by deal.

Zurla · Your trading desk

Set up the private deals our clients signed this week.

Each deal is live with its code. I check where each request came from before you bid, and you’ll get reports by client and by deal.

Deals live38 running

Ask Zurla
38private deals running
92%deal requests answered with a bid

Chart, illustrative data over 12 weeks: after Zurla went live in week 4, private deals running grew from 10 to 38, and deal requests answered with a bid rose from 60% to 92%.

Illustrative data

Questions

Good to know.

Zurla

Will our partners see Zurla anywhere?

Not in anything they use. They see your domain, your dashboard and your name. I work underneath.

Your brandIn everything partners use

Ask Zurla a question
What does Zurla actually do for an RTB company?

It runs your RTB (real-time bidding) platform on Zurla’s RTB infrastructure, and it runs the business day to day. Zurla brings partners on, decides which traffic each partner sees, keeps bad traffic out, adds capacity before peaks, works with partners’ teams day to day and sends reports, all toward the goals you set. You direct it by talking to it in plain words, and your team keeps the brand and the final say.

Is it really all done through chat?

Day to day, yes. You ask Zurla in plain words, and it acts, then tells you what it did and what changed. Changes that affect revenue are tested on a share of traffic before they roll out, every change is logged with its reason and can be undone, and Zurla can wait for your approval before anything goes live. Your dashboards, alerts and log-level data (one record for every request, bid and win) show the same facts, so your team can check everything for itself. Zurla is a frontier large language model, built for advertising.

Do we still need an ad ops team?

No. Zurla does the daily operations: onboarding and testing partners, matching traffic, screening, capacity, partner support, count checks and reports. Your team owns the partner relationships and the agreements, and can require approval for any change.

Will partners see our brand or Zurla’s?

Yours. Partners connect to addresses on your domain, sign in to a dashboard with your logo and get reports under your name. Zurla works underneath and never appears as a seller.

Supply side, demand side or both?

Either, or both. On the supply side, your platform takes bid requests from publishers, app developers and SSPs (supply-side platforms, which sell ad space for publishers) and runs the auction, as an exchange or SSP does. On the demand side, it receives requests from exchanges and SSPs and answers with bids, as a DSP (a demand-side platform, which buys ads for advertisers) or bidder does. Your bidding logic stays yours.

How do you keep traffic clean?

Before any buyer sees a request, Zurla checks it for invalid traffic (requests from bots or fraud rather than people), checks that the seller is authorized and applies brand-safety rules: yours, each publisher’s and each buyer’s. Deeper checks continue after ads serve, and supply they flag is kept out of later auctions. New ads are scanned before they run and watched once they do. Already work with a verification company? Its signals can feed the same checks.

Can it handle our peaks?

Zurla forecasts traffic region by region, adds capacity before a known peak, adds more as a surprise spike builds and scales back down after. Each request is handled in a region near the partner who sent it, and any region can hand its traffic to regions with room. The figures on this page are illustrations; in a demo, we work from your real traffic.

How are privacy choices handled?

People’s privacy choices travel with every request, unchanged, and Zurla checks them for each bidder. A bidder without consent gets the request without personal data, or not at all, by your rule. Requests from children’s sites and apps carry no advertising or user IDs and no precise location, and reach just the bidders you allow.

Can we move our current partners over?

Yes, partner by partner. Zurla connects each one and tests it with requests that bill no one, while your current setup keeps running beside it, and live traffic moves over at the pace you choose. If your domain and the account numbers you give each seller stay the same, publishers change nothing on their side.

Do we get our data, and is it kept separate?

Yes, and yes. Log-level data, one record for every request, bid, win, loss and render, goes to your cloud storage or data warehouse, and your dashboard shows the same data live. Zurla compares your counts with each partner’s every day, so your numbers and theirs stay in step all month. Your logs, partner lists and settings belong to you and are kept apart from every other platform on Zurla.