This is not theoretical flexibility. It is the minimum viable architecture for a data company selling through multiple programmatic pipes — and it starts with a deceptively simple insight: data products are platform-agnostic, but their delivery is not.
A footfall retargeting audience built from Veraset mobility data — probabilistic MAIDs observed at advertiser POIs — is the same asset whether it executes on Equativ, DV360, or a DOOH network. What changes across platforms is CPM, activation latency, and delivery guarantees. The underlying data does not.
Our architecture enforces this separation at the schema level. Products define what the buyer receives: audience type, geographic coverage, available verticals, estimated reach, and data source. Distribution lives inside pricing_options, where each entry declares its execution_platform, rate, and any platform-specific parameters. A single product like geo_footfall can carry multiple pricing options — €10 CPM via Equativ (server-side, instant activation), €12 CPM via DV360 (batch upload, 2–6h latency), or flat-rate via DOOH networks (guaranteed plays, negotiated pre-buy).
This design yields three concrete advantages:
Catalog simplicity. Seven data products cover the entire offering, instead of multiplying products × platforms — which would already produce 21+ entries today and grow with every new DSP integration.
Buyer-agent compatibility. A buyer agent operating on DV360 filters pricing_options by execution_platform and sees only what it can actually transact — no dead-end products, no wasted resolution paths.
Independent scaling. Adding a new platform (TTD, Amazon DSP) means appending a pricing option to existing products, not rebuilding the catalog from scratch.
The DOOH extension puts this architecture to the test — and it holds. Footfall retargeting on digital out-of-home screens requires delivery_type: "guaranteed", flat-rate pricing with min_plays_per_hour constraints, and geo-proximity targeting defined by coordinates and radius. None of these additions touch the product definition. They live entirely within the pricing option and targeting parameters. The same Veraset mobility data that powers display retargeting now drives DOOH screen reservation — through a single product, with platform-specific distribution paths.