AdDaptive Intelligence is a B2B advertising agency that combines offline business data with proprietary targeting to help their clients reach the ideal audiences. Setfive and AdDaptive have been long term partners through one re-brand and several changes in their business.
As AdDaptive's business matured, they recognized that a key differentiator would be making proprietary data available to target within the online advertising exchanges. In order to do this they had to build a data provider bidder, and they turned to us for help.
After taking a holistic view of the problem we realized that we were really looking for two things: a high performance distributed database and a high performance HTTP layer. The approach we took was to quickly set up several prototypes using a mix of databases and HTTP frameworks, which we evaluated for performance, ease of development, and expected maintenance.
This was one of the more technically challenging projects we've worked on. There was a bit of trial and error, but we ultimately delivered a solution that checked all the boxes and continues to deliver for the AdDaptive team.