Recently, zMaticoo, the AI-powered programmatic advertising platform under Edotday (301171.SZ), officially announced the completion of a system-wide upgrade to its Ad Exchange (ADX) platform. Leveraging the private deployment of the DeepSeek-R1 large model, the upgrade enhances tag systems for both advertisers and publishers, refines deep learning algorithms and upgrades the lakehouse architecture. This has not only elevated advertiser-traffic matching accuracy to an unprecedented level but also achieved breakthrough advancements in core processes such as win rate prediction.

As the "trading engine" of the programmatic advertising ecosystem, ADX plays a pivotal role in balancing the value between Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) during traffic circulation. Unlike traditional ad sales models, ADX uses Real-Time Bidding (RTB) mechanisms to identify the most relevant target audiences for advertisers and deliver targeted impressions, tailoring ads to user preferences and maximizing advertising ROI.

"While traditional RTB mechanisms deliver millisecond-level response times, they face significant bottlenecks in user intent understanding and dynamic bidding strategies," shared Roger Lu, Senior Technical Director at eclicktech. "The technical upgrade of zMaticoo ADX directly addresses these pain points. By rearchitecting two core technical modules, we have systematically updated the ADX's Deep Semantic Understanding Layer and Intelligent Bidding System."

• Deep Semantic Understanding Layer: Built on DeepSeek-R1, the advertiser demand parsing system transforms over 100,000 advertiser tags into a dynamic semantic network. It enables three-dimensional budget-traffic matching via an intent inference engine, further improving data quality within the Data Management Platform (DMP).

• Intelligent Bidding System: Incorporates a deep reinforcement learning framework into the bidding process. By optimizing win rate prediction algorithms, it delivers mutual benefits for both DSPs and SSPs, driving a 37% increase in Effective Cost Per Mille (ECPM).

For DSPs (advertisers), the newly upgraded zMaticoo ADX offers core advantages including precise targeting via multi-dimensional tags, access to over 8,000 premium traffic sources, transparent buying workflows and robust anti-fraud capabilities. These features significantly boost ad conversion rates and budget utilization, ensuring every advertising dollar delivers maximum value. For SSPs (publishers), it provides seamless integration and supports all ad formats, effectively improving traffic monetization efficiency.

Amid the ongoing ad tech revolution fueled by large models, the revamp of zMaticoo ADX is more than just a product iteration. It marks a pivotal milestone in the transition of AI-powered marketing from proof of concept to large-scale implementation. As Roger Lu put it: "When every impression is precisely understood and every bid is powered by intelligent strategy, the true value of ad tech will finally align with its core business purpose."