Send Delta Projects the products worth showing.

Delta Projects is a Stockholm-founded demand-side platform (DSP) used by advertisers and agencies to buy programmatic display, native, video and HTML5 ad inventory in real time. Alongside the DSP, the company runs its own data management platform (DMP) — built on a large pool of European user profiles — and an ad server, giving it end-to-end control over targeting, bidding and creative delivery in one stack. Delta Projects now operates as "Delta Projects — An Azerion Company" following its acquisition by digital media group Azerion.

For merchants and agencies, the part that matters most is Delta's support for dynamic, feed-driven HTML5 creative: instead of building one static banner, you register a product feed once and let Delta's ad-serving layer pull live product data — names, images, prices, stock status — into the ad at the moment it's shown.

A connected product feed turns a single HTML5 creative template into thousands of personalized ad variants. Instead of manually building and re-approving new banners every time prices change, a product goes out of stock, or you want to promote a different category, Delta's Product Feed API reads directly from your feed and swaps in the right product data automatically.

This matters most for retargeting and catalog-driven display: a shopper who viewed a pair of shoes on your site can be shown that exact product (with current price and stock status) in a later ad, without a designer touching the creative between campaigns.

Per Delta Projects' own documentation, there are three supported scenarios for populating a dynamic ad from your feed:

1. Random products — the ad pulls a set number of items at random from the XML feed.
2. Last-viewed retargeting — combined with Delta's ProductView tracking script, the ad prioritizes products a specific visitor actually viewed on your site, filling any remaining slots with random items from the feed.
3. Bidding-plan-specific IDs — a campaign's bidding plan supplies specific product IDs to fetch from the feed, letting media buyers target particular SKUs or promotions.

Which mode is used is configured on the campaign/bidding-plan side by whoever is trafficking the ad — the feed itself just needs to contain accurate, current data for whichever products might be called.

Delta's native product feed format is an XML file structured like an RSS 2.0 document: a top-level <rss version="2.0"> element containing a <channel>, with each product represented as an <item>. Delta's documentation also notes limited support for standard Google product feeds in both RSS 2.0 and Atom 1.0 formats.

Technical requirements confirmed in Delta's own spec:

1. The feed must be reachable over HTTP or HTTPS so Delta's system can fetch it periodically.
2. Text should be UTF-8 encoded (with the exception of the <link> field).
3. Any HTML markup inside a field (e.g. a formatted description) must be wrapped in a CDATA section, e.g. <![CDATA[...]]>.
4. Once the feed is set up, it must be registered with Delta so it can be synced and assigned a feed ID — this is done through your Delta account representative, not through self-serve upload.

Delta's XML Specification defines one required field and eight optional fields per item, each with a documented character limit:

Only id is strictly mandatory, but in practice title, image_link, price and availability are the fields dynamic HTML5 templates actually render, so leaving them out defeats the purpose of a dynamic feed.

Feedance can generate a Delta Projects–compliant XML feed from your existing product data — mapping your catalog into the exact structure Delta's spec expects (RSS 2.0 wrapper, correct field names, CDATA-wrapped HTML, and values kept inside Delta's documented character limits) — and host it at a stable HTTP(S) URL that Delta's system can poll.

1. In Feedance, build a feed profile for Delta Projects and map your product fields to id, title, description, link, image_link, condition, availability, price and any extras you want available to your creative templates.
2. Publish the feed and copy its live URL.
3. Because Delta Projects does not offer self-serve feed upload, share that feed URL with your Delta Projects account representative — they register it on their side, sync it, and issue you a feed ID.
4. Pass that feed ID into the $productFeed variable of your HTML5 creative's manifest.json so the ad can pull products from your feed via Delta's Product Feed API.

Delta Projects' documentation states only that a registered feed is "fetched periodically" by its system — it does not publish a fixed required refresh interval publicly. In practice, that makes it your responsibility to keep the underlying feed current: if a product's price or availability changes and the feed isn't refreshed, dynamic ads can keep showing outdated stock or pricing until Delta's next fetch picks up the change.

With Feedance you can schedule automatic re-generation of the feed (e.g. daily, or more frequently around sales and stock changes) so the source Delta polls is never far behind your actual catalog.

These are general feed-hygiene recommendations, not Delta-specific requirements:

1. Use your real SKU as the id so the same identifier stays stable across catalog updates and campaigns.
2. Keep availability accurate — dynamic retargeting ads that show an out-of-stock item as available create a poor click-through experience.
3. Populate image_link with a clean, on-white product image; Delta's own creative specifications favor simple product shots for HTML5 templates.
4. Wrap any field containing markup (formatted descriptions, special characters) in CDATA to avoid the feed being rejected or garbled on parse.
5. Trim title and description to what your creative template will actually display — long strings past what the template shows just add feed weight for no visual benefit.

Does Delta Projects support standard Google product feeds? Delta's documentation notes basic support for Google-style feeds in RSS 2.0 and Atom 1.0 format, in addition to its own XML specification.

Can I upload or update my feed myself through a Delta dashboard? No — based on Delta's own FAQ, feed registration and syncing is handled by contacting your Delta Projects account representative, who assigns the feed ID used in your creative's manifest.json.

Is Delta Projects owned by the Aleph Group? No. Delta Projects' own site identifies it as "An Azerion Company," following its acquisition by Azerion — it is not part of the Aleph Group.

What's the one field I absolutely must include? id is the only field Delta's XML specification marks as required; every other field (title, price, image_link, etc.) is optional but needed in practice for the creative to render meaningful content.

Can the same feed power both retargeting and prospecting ads? Yes — Delta supports fetching random products, last-viewed products (via the ProductView script), or specific IDs from a bidding plan, all from the same registered feed.

Delta Projects is a Stockholm-founded advertising technology company that operates a demand-side platform (DSP) used by advertisers and agencies to buy programmatic display, native, video and HTML5 ad inventory in real time. Alongside the DSP it runs a data management platform and an ad server, and it now operates as part of the digital media group Azerion.

For online stores, the most relevant part of Delta Projects is its support for dynamic, feed-driven HTML5 creatives. Instead of building and approving new banners every time a price or product changes, advertisers register a product feed once and let Delta's ad serving pull live product data, such as names, images and prices, into the ad when it is shown.

Products are delivered through an XML feed following Delta's own specification, structured like an RSS 2.0 document, with basic support for Google-style RSS and Atom feeds as well. Delta's system fetches the registered feed periodically, and dynamic ads can show random products, chosen products or items matched to a visitor.

Because the ads are assembled from the feed, its quality shows up directly in the creative. Stable product IDs, correct prices, working image URLs and current stock data keep dynamic banners accurate and prevent ads for products that are no longer available.