Modernizing Media Buying Operations for Global Brands

A US-based global ad-tech company providing enterprise-grade media management solutions to leading global brands. Their flagship platform supports large-scale media planning, buying, and reconciliation across platforms and channels.

• High Data Volume: A single media plan could contain up to 15,000 line items, causing rendering and processing slowdowns.
• Real-Time Sync Needs: Required seamless data exchange with finance and research systems.
• API Latency: Several APIs exhibited slow response times, impacting user experience.
• Data Discrepancies: Inconsistent data between internal and external systems demanded manual reconciliation.
• Legacy Stack Limitations: Outdated technology hindered scalability, testing, and deployment.

We deployed a cross-functional team of developers, architects, testers, and DevOps engineers to rebuild the platform. The modernization transformed the legacy system into a cloud-ready, scalable solution that connects brands, agencies, suppliers, and ad-tech partners through a centralized workflow.

• Migration to Spring Boot for microservices-based architecture and maintainability.
• MongoDB implementation for flexibility and scalability with diverse data structures.
• Real-time sync strategies for external data and finance systems.
• Robust monitoring and optimization with New Relic, API tuning, and performance tracing.

Performance Optimization

• Asynchronous Processing: Shifted heavy data columns (e.g., research data) to async calls, reducing initial grid load time.
• Background Services: Offloaded non-critical operations to background tasks, improving responsiveness.
• Grid Virtualization: Reengineered grid rendering for large datasets without UI lag.

Monitoring and Corrective Actions

• New Relic Integration: Real-time performance monitoring to detect and resolve bottlenecks.
• API Tuning: Indexing, batching, and caching to reduce response times.
• Error Detection: Automated tracing to identify memory leaks and database overhead.

Data Sync and Integrity

• Automated Validation Scripts: Compared platform data with financial systems for consistency.
• Checker Application: Visual tool for quick discrepancy resolution.
• Daily Sync Reports: Automated alerts for missing or delayed updates.

• 45% faster grid rendering after implementing async data loading and background services, resulting in smoother navigation and faster plan creation for media planners.
• Up to 60% reduction in API response times through performance tuning, indexing, and caching improvements.
• 99.9% data consistency achieved between the client’s platform and integrated finance systems with automated validation and daily sync reports.
• 30% improvement in user productivity due to enhanced UI responsiveness and automated discrepancy detection tools.
• 50% faster release cycles enabled by the modularized architecture, CI/CD pipelines, and improved testing coverage.
• Future-ready scalability, with the platform now capable of handling 2–3x increase in concurrent media plan loads without performance degradation.