Omnichannel Media Buying Platform

The client wanted to upgrade their legacy media management platform to a modern, scalable system that enhances performance, usability, and integration capabilities. The upgraded platform would support real-time data processing and advanced analytics, while ensuring seamless connectivity with external tools such as finance systems and data sources. It would offer a responsive user experience along with capabilities to scale in line with growing business.

• High-volume data: The client handles multiple media projects. Often, a single media plan that includes up to 15,000 line items, adds stress to the system's grid rendering and data processing efficiency.
• Real-time sync: The platform required real-time synchronization with external finance systems and research data sources.
• Sluggish APIs: Several APIs had high response times, negatively affecting overall user experience.
• Data inconsistency: Discrepancies between the client’s platform and external systems needed constant monitoring and reconciliation.
• Legacy tech stack: The existing system was developed using outdated technology, requiring frequent redesign and modernization.
• Lack of scalability: Constant requests for implementation from the product team, along with performance improvements impacted critical processes such as merging code, testing, and releases.

A 60-member cross-functional team that included developers, architects, testers, and DevOps engineers, upgraded the media management platform. The revamped platform connects brands, agencies, suppliers, and ad-tech partners within a centralized workflow across channels. Legacy modules were migrated to Spring Boot, improving maintainability and scalability. Spring Boot was selected for its rapid development capabilities, ease of use, and support for microservices architecture. Additionally, MongoDB was implemented to handle diverse data formats and scalability to ensure a robust database.

• Improved Productivity: The upgraded platform significantly improved user experience, leading to higher productivity for media planners.
• Assured Financial Accuracy: Data integrity across systems ensured more accurate billing and audit accuracy.
• Ensured Future-proof Capabilities: The platform became scalable and future-ready after the modernization effort.
• Enhanced reliability and responsiveness: Intelligent performance optimizations, real-time sync strategies, and comprehensive monitoring made the platform more reliable, responsive, and ready to support enterprise-scale media buying.

Performance Optimization

• Asynchronous Processing: Moved heavy data columns, such as research data, to async calls, reducing the initial grid load time.
• Background Services: Restructured services to offload non-critical tasks to background workers, improving UI responsiveness.
• Grid Virtualization: Grid components were reengineered to deliver consistent performance even with large datasets.

Monitoring and Corrective Actions

• New Relic Integration: Continuous monitoring was set up with New Relic to identify slow-performing APIs.
• API Tuning: Performed targeted optimizations on bottleneck APIs (indexing, batching, caching).
• Error Detection: Logs and performance traces were analyzed to identify memory leaks and database call overhead.

Data Sync and Integrity

• External Validation Scripts: Employed automated scripts to compare the client’s platform data with finance systems.
• Checker Application: Implemented a custom visualization tool to display discrepancies, helping teams resolve data mismatches quickly.
• Daily Sync Reports: Auto-generated reports alerted stakeholders about missing or delayed sync events.

• IntelliJ IDEA
• Bitbucket
• GitHub Copilot
• JDK
• Maven
• Spring Boot Core
• Spring Data JPA
• Hibernate
• Spring Cloud Config
• Spring Actuator
• ReactJS
• Knockout.js
• MongoDB
• MongoDB Compass
• RabbitMQ
• Hazelcast
• Apache Solr
• New Relic
• JProfiler
• JConsole (JMX)
• Spring Boot Actuators
• Jenkins
• JaCoCo
• SonarQube
• JUnit
• Mockito
• Karate
• Selenium
• JMeter
• Amazon Web Services
• Docker
• Rancher
• Jira Cloud
• Confluence