Development of a Modern Administrative Platform for a Programmatic Mobile Advertising Marketplace

The client currently operates a complex, Flex-based administrative platform that manages ad configuration, monitoring, and reporting across multiple programmatic trading models. The aging system faces support challenges due to platform deprecation, difficulty in implementing rapid enhancements, and a need for a more scalable, user-friendly, and maintainable interface to support increasing ad volume and evolving client requirements.

A large-scale mobile advertising exchange platform provider seeking to modernize its administrative system to enhance scalability, usability, and integration capabilities.

• Modernize the existing administrative interface using industry-standard web technologies to ensure long-term support and scalability.
• Improve user experience with a fresh, intuitive, and responsive UI supporting multiple device form factors including tablets.
• Enable rapid modifications and feature enhancements through a flexible, extensible architecture.
• Support comprehensive ad campaign configuration, real-time monitoring, detailed reporting, and data export functionalities.
• Ensure secure communication with backend services, protecting sensitive data and configurations.
• Reduce maintenance overhead and development cycle times by adopting best practices and open-source solutions.

• Support for multi-model ad trading configurations including seller/buyer setups.
• Advanced filtering and screening of ads with real-time bid adjustments based on parameters like eCPM and revenue share.
• Flexible mediation rule definitions dictating ad placement and targeting criteria.
• Integration of data enrichment sources including behavioral, contextual, and location data.
• Workflow-based user interactions with state management for complex configurations.
• Automatic data export capabilities in formats like CSV for further analysis.
• Multi-language UI support and responsive design for desktop and tablet devices.

• Backend ad exchange engines for real-time bid processing
• Data sources for behavioral, contextual, and location enrichment
• Reporting tools and data export modules
• Authentication and user management systems

• System scalability to support increasing ad traffic and user base
• High availability with minimal downtime
• Strong security measures including data encryption and protected APIs
• Rapid deployment cycles with continuous integration/continuous delivery (CI/CD)
• Maintainability through modular architecture and clear API endpoints

The new administrative system is expected to significantly enhance operational efficiency, reduce system maintenance time, and enable quicker deployment of new features. Improved UI/UX will increase user satisfaction and productivity. Scalability improvements will support growing ad volumes, aiming to support at least 50% higher transaction throughput and enhanced targeting capabilities. The modernization will also ensure long-term support and stability, reducing technical debt and support costs.