Platform Re-architecture and UI Modernization for a Demand-Side Advertising Platform

The client’s core advertising platform is constrained by a legacy architecture and outdated UI, limiting scalability, increasing resource consumption, and hindering the addition of new features. Business logic complexity hampers rapid deployment of enhancements, resulting in lost revenue opportunities and difficulty maintaining a competitive edge as data volumes and client demands grow rapidly.

A mid to large-sized demand-side platform provider serving digital marketers and agencies, managing extensive campaign data across multiple ad exchanges.

• Rearchitect the platform to support scalable management of client entities using a unified database schema and admin panel.
• Optimize resource utilization to reduce server costs and improve system performance.
• Migrate data workloads from high-cost storage solutions to cost-efficient alternatives suitable for big data processing.
• Develop an intuitive, modern user interface to simplify campaign management workflows and enhance user experience.
• Implement advanced reporting capabilities with customizable metrics, filters, and visualizations to enable detailed campaign performance analysis.
• Enable forecasting and predictive analytics for campaign optimization.
• Integrate with external data visualization tools for seamless reporting.
• Ensure the platform supports real-time data processing and delivers high availability and security.

• Single application instance managing all client entities, with centralized data storage to improve scalability and resource efficiency.
• Admin panel supporting editing client details, user account management, inventory type assignment, and third-party data provider oversight.
• Cost-effective big data processing by migrating from high-cost solutions to optimized storage engines like column-oriented databases.
• Intuitive UI that simplifies campaign setup, including goal setting, auto-population of fields, and behavior-driven ad delivery configuration.
• Support for customizable multimedia creatives, campaign parameters (budgets, dates, inventory sources), and batch editing functionalities.
• Transparent change tracking and dynamic RTB seat management.
• Advanced performance reporting with metrics such as impressions, clicks, CTR, remaining budget, gross and campaign costs, anomalies, and conversion tracking.
• Custom integration capabilities with external data visualization platforms for enhanced reporting and insights.
• Forecasting modules to predict ad impressions and optimize campaign parameters.

• Third-party data providers for precise audience targeting and analytics
• External data visualization and reporting tools (e.g., Google Data Studio)
• Real-time data ingestion pipelines for campaign metrics and performance tracking

• High scalability to support growth from hundreds to thousands of clients
• Low latency and high throughput, capable of handling 1,000,000 requests per second
• Cost efficiency, with optimized data storage and processing to contain operational expenses
• High system reliability with minimal downtime
• Security protocols ensuring data privacy and access control
• Compliance with industry standards for data handling and reporting

The platform upgrade aims to significantly enhance scalability and performance, enabling the client to handle over 190 GB of DSP data daily efficiently. Anticipated outcomes include a reduction in server resource consumption, increased system stability, cost savings through optimized data storage, and a more user-friendly interface that accelerates campaign setup times. Advanced reporting and forecasting capabilities will empower digital marketers to improve campaign effectiveness and ROI, supporting the client in maintaining a competitive industry position.