Moving Forward: Retiring a Legacy System
This Client offers the best attributes of first generation mobile advertisement networks — premium mobile sites, brand safety, custom execution and managed services. These mobile advertising networks are enhanced by cutting-edge, data-driven technology including RTB and real-time, data-driven predictive modeling. The Client’s RTLM “learns” from incoming bid requests and builds and modifies predictive models as it learns. It can then apply such models in live campaigns to match each mobile advertisement with the optimum mobile impression.
The objective was to design a demand-side mobile advertising platform using TIBCO BusinessEvents, as the existing system developed in .NET was not scalable to the anticipated throughput. The .NET system was able to process roughly 2,000 requests/second and serve 3 advertisement exchanges. With TIBCO BusinessEvents, the aim was to scale to 40,000 requests/ second, with four advertisement exchanges in the short term. In the long term, the aim is to scale to 100,000 requests/second, with five ad exchanges.
As a result of this project, the Client was able to retire its legacy system, which could not process the increased number of requests. The new in-house developed TIBCO-based platform was able to scale to the greater volumes of transactions and enabled the Client to greatly increase the size of its business and remain a leader of this dynamic and exciting new service.