Adfectious

Challenge

Digitair Servicii Informatice SRL is a leading Romanian mobile application developer and provider of integrated mobile marketing solutions, as well as a premium content creator and publisher. Digitair became a BREW Authenticated Developer with Qualcomm in 2003, making it the first software development firm in Romania to adopt BREW. Nowadays development competencies have been extended to most important mobile platforms, including iOS and Android. Digitair’s mobile application clients span major newspapers and magazines, big international and domestic consumer brands and various local artists.

Digitair needed a reliable, competent software development partner to bring to life their ideas on next-generation mobile advertisement. This project’s challenge was to build a robust, scalable, flexible and future-proof advertising solution, easily adjustable to the ever-changing fast evolving mobile ecosystem. Being an experienced company in providing Android outsourcing services, we certainly accepted this challenge for our team.

Solution

We evaluated existing mobile advertisement systems like Greystripe, BuzzCity, ADmoda, and AdMob. AdMob is well known for its concept that suits advertisers and site owners along with being sold to Google for $750 million. We added their best features to our vision of Adfectious. Building it from scratch, the Redwerk development team designed the system’s overall architecture and an advanced banner processing engine, capable of processing billions of banners, handling targeted and personalized ads, and therefore monetizing mobile traffic.

We researched the best ways to track mobile web surfers by main targeting criteria. Part of the research required developing a dependency table between carriers and their IP addresses, and device manufacturers and software platforms to User-Agent values.

To allow easy and flexible deployment of ad-codes on various customers platforms, we implemented the banner install code in PHP, ASP, C#, CGI/Perl, Ruby on Rails, JSP, VB.Net and extended this standard list with the iPhone JavaScript.

We employed a flexible ACL system that lets administrators log in using the same form as regular users. The Admin UI is very similar to that of the user’s, but has extended elements and rights. For example, dynamic pages for ads and landing pages can be created being instantly displayed the same way they will look on different screen sizes.

At the end of the first development cycle, Redwerk’s QA team performed advanced distributed load testing to make sure the system was capable of handling lots of data and requests. It definitely passed the testing, and then some further enhancements were made after production deployment.