Modernization of Programmatic Ad Platform with Microservices Architecture and Expanded Capacity

The client’s existing programmatic advertising platform is built on outdated monolithic architecture with deprecated modules and legacy code, leading to limited scalability, reduced capacity to handle increasing volume of ad impressions, support for limited ad formats, and potential security vulnerabilities. These limitations hinder the ability to efficiently manage a high volume of campaigns and deliver targeted advertising at scale.

A large-scale digital media publisher with extensive online content and advertising operations, seeking to upgrade its automated ad management infrastructure to support increased traffic, diverse ad formats, and enhanced security.

• Replace the monolithic architecture with a scalable microservices-based platform to improve system robustness and maintainability.
• Enhance platform capacity to support a higher volume of ad campaigns, placements, and impressions, aiming for handling over 10 billion daily impressions.
• Expand the variety of supported ad formats, including banners, videos, and newly emerging formats.
• Modernize integration points with backend systems and data sources for real-time bidding, targeting, and campaign reporting.
• Improve platform security and compliance standards to safeguard user data and ad inventory.
• Develop an intuitive publisher UI/API for managing and targeting ad campaigns efficiently.

• Modular microservices architecture replacing legacy monolithic systems for scalability and ease of maintenance.
• API-driven campaign management and ad delivery system supporting diverse ad formats.
• Integration of real-time bidding engines, including demand-side platform (DSP) and supply-side platform (SSP) functionalities.
• Advanced analytics and reporting modules for campaign performance, capacity forecasting, and capacity reservation.
• Secure user authentication and authorization for publishers and partners.
• Retrofit of backend integrations to ensure seamless data flow across existing data sources and external ad exchanges.
• Enhanced UI for campaign setup, targeting parameters, and performance insights.

• Existing ad exchange and supply-side platform (SSP) integrations.
• Demand-side platform (DSP) integration for bidding and campaign targeting.
• Backend data sources for user targeting, campaign forecasting, and analytics.
• Security and identity management systems.

• Platform must support over 10 billion ad impressions daily with minimal latency.
• Real-time bidding response time within 100 milliseconds.
• System scalability to accommodate rapid growth in campaigns and ad formats.
• Security protocols compliant with industry standards to protect user data and inventory.
• High availability with 24/7 uptime and disaster recovery capabilities.

The implementation of a microservices-based, scalable, and feature-rich ad platform is expected to significantly boost operational speed and capacity, enabling the client to handle a higher volume of campaigns and impressions efficiently. This modernization will facilitate support for a broader range of ad formats, improve security, and enable real-time analytics, resulting in increased revenue potential and a better experience for publishers and advertisers alike.