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Real-Time Bidding Platform Modernization and Scalability Enhancement

instinctools.com

Advertising & marketing

eCommerce

Information technology

Challenges in System Maintenance and Performance Optimization

Existing RTB platform suffers from inadequate documentation, monolithic architecture limiting scalability, latency issues exceeding 100ms thresholds, and lack of real-time monitoring capabilities. System requires modernization to handle high-volume SSP requests while maintaining cost-effective impression bidding.

About the Client

Digital advertising platform specializing in programmatic ad buying and personal retargeting solutions

Project Goals for RTB Platform Modernization

Refactor legacy system into microservices architecture for improved scalability
Achieve sub-100ms latency for real-time bidding operations
Implement comprehensive monitoring and error tracking systems
Enhance integration capabilities with major SSP platforms
Optimize infrastructure costs through cloud-native solutions

Core System Functionalities and Key Features

Personal retargeting scenarios based on user behavior
Dynamic bid optimization using audience value metrics
Real-time user engagement tracking across platforms
Automated impression buying with cost minimization
Multi-SSP platform integration (Facebook Exchange, Taboola)

Technology Stack Requirements

Amazon Web Services (EC2, ELB, S3, Redshift, EMR)

Go language for performance-critical components

Ruby/Sidekiq for business logic processing

DynamoDB and Aerospike for high-volume data storage

Redis for temporary data management

NSQ for distributed queue processing

External System Integrations

Facebook Exchange (FBX)
Taboola
Google Ad Manager
Third-party demand-side platforms (DSPs)
Analytics and reporting tools (Grafana, Graphite)

System Quality Attributes

99.99% system availability
Sub-100ms response times for bidding decisions
Horizontal scalability to handle 1M+ requests/second
Real-time error tracking with Rollbar
Automated CI/CD pipeline with Gitflow

Expected Business Impact of RTB Platform Modernization

Projected 40% reduction in bid processing costs, 25% improvement in ad conversion rates through enhanced targeting, and 50% faster time-to-market for new features. Modernized architecture will support 3x current traffic volume while maintaining performance SLAs.