Programmatic Video Distribution Platform

From Unscalable Legacy to Maintainable System: Programmatic Video Distribution Platform Revived

89% Reduction in Infrastructure Costs

Achieved by eliminating unnecessary resources and overprovisioning

Zero Downtime, Zero Data Loss

Flawless migration from legacy system to a scalable architecture

Future-Ready Foundation Established

The modernized system now supports ongoing product development and scalable growth

Industry

AdTech

Media

Programmatic Platform

Provided Services

Legacy Software Repair Service Digital Transformation Software Application Support & Maintenance

Duration

8 months + continuous support

Tech Stack

Ruby, Rails, Scala, Clojure, AWS, Terraform, ECS (Amazon Elastic Container Service)

[ about/ ]

Our client is a programmatic video advertising platform connecting brands, agencies, and publishers in one ecosystem.

Our client is a programmatic video distribution platform, with a Demand Side Platform (DSP) and Data Management Platform (DMP) for advertisers, as well as a Supply Side Platform (SSP) for publishers.

These tools allow advertisers to execute programmatic media buying and audience targeting, while publishers efficiently manage their video advertising inventory to maximize revenue.

Business Goal

The long-term vision is to build a robust and scalable platform that seamlessly connects advertisers with publishers while optimizing ad performance and revenue generation.

[ challenges/ ]

The Core Challenges Solved

It was once an innovative and successful ad project, but became a legacy burden after multiple ownership and development team changes.

C1:

Broken Production Environment

The production environment was only partially functional—some core services weren’t running at all, making the system unreliable.

C2:

Outdated Tech Stack & Monolith Architecture

The platform ran on a 2011–2016 legacy stack with deprecated dependencies. The monolith made it hard to scale or refactor.

C3:

Undocumented Code & Unclear Configuration

No documentation on expected system behavior or configurations, making debugging and onboarding extremely difficult.

C4:

Infrastructure Waste

Infrastructure inefficiencies—high cloud spend caused by overprovisioning.

C5:

Unmaintainable Codebase

No ability to maintain or contribute to the code—even restarting the service was risky, with no guarantee it would come back up.

C6:

No CI/CD pipeline

Deployments were done manually, increasing the risk of errors and slowing down delivery cycles.

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[ how we did it/ ]

Solution & Implementation

To stabilize, optimize, and modernize the platform, our approach focused on key infrastructure, deployment, and development improvements.

01.

Infrastructure & Cost Optimization

Conducted a full infrastructure audit, eliminating unnecessary resources.
Optimized infrastructure, reducing operational costs by 89%.

Developed Infrastructure as Code (IaC) using Terraform, ensuring repeatability and scalability—critical for deploying new instances for partners and continuously improving the system.

02.

Tech Modernization & Stability Enhancements

Built a CI/CD pipeline from scratch, enabling seamless deployments.
Containerized services, including the monolithic system and a database maintenance service.
Fixed multiple configuration bugs, improving system stability.

Enabled environment-based configurations, adding flexibility for different deployment scenarios.
Modernized logging, improving debugging and observability.

03.

Development Environment & Execution Roadmap

Revived the development environment, enabling smooth testing and faster iteration.
Addressed outdated dependencies, ensuring a more stable system.

Implemented a structured roadmap, gradually modernizing the platform.

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[ contact us/ ]

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