Challenge:
Building an in-house ad-server as 3rd party product replacement in 6 months
It should:
- handle over 2 billion impressions per month
- handle unpredicted traffic spikes gracefully
- create rich analytics for ads-operations to make informed decisions on optimization
- create rich campaign setup and optimization features
- support a wide range of creatives
- create flexible pricing options
- provide a different set of features for different users
Solution:
Client Benefits:
- The project was made possible by the continued collaboration of domain experts: Ads-Operations, Media-Buyers, and Media-Sellers to understand business needs
- SCRUM process with 2-week iterations to show result quickly and have early feedback from business
- Cloud-based deployment with auto-scaling features to seamlessly handle traffic changes
- Ad-hoc analytics that can be grouped and drilled-down by the number of parameters and show calculated metrics and costs
- Optimization features - targeting, frequency capping, click capping, budget capping, conversion capping, hard limits, multi-level weights system
- Template system for creatives - where business users can create and save the template for any creative type
- Cost models implemented - Flat-Rate, CPM, CPC, CPA, Revenue Share
- Role system implemented