> ## Documentation Index > Fetch the complete documentation index at: https://docs.aiderx.io/llms.txt > Use this file to discover all available pages before exploring further. # A2 Use Cases > Three core use cases for A2 - RMP, Unified Auction, and Direct Sales Ads Management ## What can you do with A2? A2 is an **All-in-One AdSolution** that meets a wide range of advertising business needs. It supports three core use cases. *** ## 1. Retail Media Platform **A data-complete solution that maximizes commerce platform revenue. It creates a virtuous cycle in which ad revenue and sales commissions grow together.** ### Recommended for * Commerce companies that want to offer sales-promotion ad products to their sellers, growing both ad revenue and sales commission revenue at the same time * Companies that want to use users' 1st Party Data to deliver high-performing ads to advertisers * (On-Premise service) Companies that need deployment within their own infrastructure due to data security concerns ### Key features and benefits | Feature | Benefit | | - | - | | **Closed Loop** | Maximizes ROAS/eCPM with 1st party data-based targeting across the entire purchase journey | | **Ad–commission revenue flywheel** | A dual revenue structure: sellers become advertisers and generate ad revenue, and increased seller sales raise commission revenue | | **Data sovereignty** | Deployment within the customer's infrastructure (VPC/On-Prem) ensures security and usability of sensitive data | ### Example A2 use cases | Situation | Use case | Core solution | | - | - | - | | You run only **direct sales ads** and need systematic management and monetization of them | **Direct Sales Ads Management** | **Unified management of guaranteed/performance direct ads with 1st Party Data targeting** | | You run multiple ad sources and want to **optimize revenue** with a real-time unified auction | **Unified Auction** | Eliminates waterfall inefficiency and introduces highest-bid competition | | As a **commerce platform**, you own **1st Party Data** and want to create a new revenue stream | **Retail Media Platform (RMP)** | A dual revenue engine of seller ad revenue and sales commission revenue, plus data sovereignty | | You want to combine **direct ads + ad networks + hyper-personalized targeting** for **business synergy** | **All-in-One** | **A complete monetization mechanism** | *** ## 2. Unified Auction **Maximizes placement revenue by having all ad sources compete simultaneously in a single auction.** ```mermaid theme={null} flowchart TB subgraph Sources["Ad Sources"] DS[Direct Sales Ads] AN[Ad Networks] DSP[DSP] end subgraph A2["A2 Unified Auction"] Auction[Real-time Bidding] end DS --> Auction AN --> Auction DSP --> Auction Auction --> Winner[Highest bid wins] Winner --> Display[Ad impression] ``` ### Problems with the traditional waterfall ```mermaid theme={null} flowchart LR subgraph Waterfall["Traditional: Waterfall"] direction TB W1[Priority 1: Direct-deal ads] --> W2[Priority 2: Network A] W2 --> W3[Priority 3: Network B] W3 --> W4[Priority 4: Network C] end ``` * **Sequential calls**: If priority 1 can't fill the ad, priorities 2, 3, and so on are called in turn, which is inefficient * **Low eCPM**: Sources that could pay more never get a chance if they're further down the line * **Slow response**: Calling multiple networks sequentially causes latency ### Benefits of Unified Auction | Item | Waterfall | Unified Auction | | - | - | - | | **Auction method** | Sequential calls | Simultaneous competition | | **Winning criterion** | Priority | Highest bid | | **eCPM** | Low | High (20-30% increase on average) | | **Response time** | Slow | Fast | ### Recommended for * Publishers with diverse ad sources such as direct ads, Ad Networks, and DSPs that need to run them efficiently in a single environment and optimize revenue * Publishers that want to overcome the revenue limits and inefficiencies of the traditional waterfall * Those who want to maximize both placement price (eCPM) and Fill Rate through real-time bidding competition ### Supported ad sources * **Direct Sales Ads**: Ads from external advertisers sold directly * **Ad Networks**: Platforms that broker between publishers and advertisers (e.g., AdMob) * **DSP (Demand-side Platform)**: Programmatic software for advertisers (e.g., Criteo) * **House ads**: Your own services and content products shown in placements, rather than external ads *** ## 3. Direct Sales Ads Management **Run ads sold directly by the publisher with personalized targeting and the unified auction.** ```mermaid theme={null} flowchart LR A[Direct-deal advertiser] --> B[A2 Direct Sales Ads] B --> C[Priority-based allocation] C --> D[Ad impression] ``` ### Recommended for * Publishers that sell ads through direct sales * Those running guaranteed (CPT) and performance (CPC/CPM) ads together * Those who want to run direct sales ads and network ads together in a single system * Improving ad efficiency by applying users' 1st Party Data to direct ad targeting ### Key features | Feature | Description | | - | - | | **Unified ad auction** | Brings direct ads into the unified auction so they compete with network ads in real time, increasing their value | | **1st Party Data hyper-personalization** | Applies precise targeting based on purchase and behavior history to maximize ad efficiency and Unit Price | | Real-time reporting | View impression, click, and conversion data in real time | ### Workflow 1. **Create placements**: Define where ads will be shown 2. **Register campaigns**: Register the advertiser's campaigns and creatives 3. **Set up allocations**: Decide which campaigns are shown in which placements 4. **Serve ads**: A2 selects and shows the best ad *** ## Next steps Create your first ad placement in 5 minutes Create your first campaign in 5 minutes Send your first ad request in 10 minutes Understand A2's architecture and data flow This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.