Development of an Intelligent Ad Performance Measurement Platform with Legacy Support

The client faces difficulties in supporting legacy TV ad measurement interfaces while developing new, sophisticated analytics platforms. Limited budgets restrict access to senior engineering talent with legacy stack experience. There is a need for seamless team integration that aligns with the company's culture and development approach, amidst transitioning from supporting existing interfaces to building new ones. The client requires a scalable solution that can support multi-channel ad performance metrics, audience profiling, and dynamic reporting capabilities.

A rapidly growing advertising technology startup focused on delivering integrated metrics for TV and online ad campaigns, requiring advanced analytics, real-time reporting, and platform UI reengineering.

• Implement a comprehensive ad performance measurement system capable of measuring TV ad impressions, delivery, and frequency metrics.
• Enable cross-platform reach analysis including website traffic, app downloads, and online engagement post-ad exposure.
• Develop audience profiling and campaign comparison features to optimize ad effectiveness.
• Create a flexible, customizable dashboard system that allows users to generate dynamic reports based on aggregated campaign data.
• Support legacy system maintenance during transition and subsequently phase out outdated interfaces to optimize resource allocation.
• Achieve cost efficiencies and improve time-to-market for new features through a scalable, modular architecture.

• Measurement of TV ad impressions and delivery metrics to evaluate campaign reach and frequency.
• Correlation of TV ad data with online website traffic, app downloads, and other online engagement indicators.
• Audience profiling that enables segmentation and targeted analysis of viewer demographics.
• Cross-channel reach extension metrics for comprehensive funnel analysis from initial ad exposure to conversion.
• Interactive report builder allowing users to create and customize their own analytics reports.
• Seamless support and maintenance of legacy interfaces alongside new, user-friendly UI development.

• TV and broadcast data sources for ad impression and delivery metrics
• Web analytics platforms for online traffic and engagement data
• CRM and campaign management systems for audience profiling and segmentation
• Reporting tools and dashboards for customized report building

• System should support at least 100 concurrent users for analytics dashboards with real-time updates
• High availability with 99.9% uptime to ensure continuous data access
• Data security compliant with GDPR and other relevant data privacy standards
• Scalable architecture to accommodate future feature additions and data volume increases
• Intuitive UI/UX design to facilitate ease of use and rapid onboarding

The implementation of this comprehensive analytics system is expected to significantly reduce operational costs by streamlining ad measurement processes, enable the onboarding of new clients through advanced and flexible reporting capabilities, and enhance the client’s market position. Drawing from prior similar projects, this platform aims to support scalable growth, improve client satisfaction, and contribute to an increase in revenue, comparable to previous outcomes where targeted technological enhancements led to a doubling of revenue and successful acquisition.