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MemeMachine

The goal of this project was to create a unique analytical system with an enormous database that eliminates the need for a deep research and gives clients the best recommendations on their ad campaigns within seconds.

  • Industry - Media and Advertising
  • Services - Web Development / IT Consulting / QA
  • Main Technologies - Python / Django / Angular

Up to 250%

campaigns' setup speed increase reached.

Over 1.5 Billion

ad impressions worldwide scored.

Velocity & Simplicity

Together with Meme Global, we had created a unique system that helps its clients to create and launch the most effective ad campaigns. What once took a client about two weeks to setup one video ad campaign now can be easily achieved within a few minutes. The most precise recommendations on targeting, location and time are the results of our deep video ad market research, careful technologies selection, and the implementation of our specially designed cutting-edge analytical tools.

Problems to Solve

This project intended to solve two main problems. On the one hand, clients who wanted to set up their ad campaigns had to spend enormous resources on research to define their precise target consumers, prime-time and a lot more parameters to build an effective campaign. On the other hand, it was a complicated work of the analytical team to hand-check all the information and parameters to give customers suggestions required for their future ad campaigns. By automating the process of data gathering and analyzing we needed to make the new system generate the most effective recommendations. Also, it had to be easy to navigate for an average user.

Challenges & Solutions

Information Gathering and Analysis

From the very beginning of working on this project, we had to conduct a variety of researches to define what technologies are best to use for each stage. Thus, we needed to find out what exact tools, methods and technologies to use for data gathering and mining. The main difficulty lied in choosing technologies that would interact with RTB platforms and fit for creating Ad Servers and CRM system perfectly. The test versions of the system's component parts were written using PHP, Python and Node.js to see what technology is the most suitable for creating the final product. It was decided to choose Python as it has the resource to make the system flexible for scaling and adding new advertising platforms (i.e. search, social, display ads, content advertising and more) in addition to the existing video ad platform.

Video Market Research

In terms of this stage of working on the project we had to make a broad-scale video ad market research. This research helped us to create special tools for automating the research entirely. Basing on the information gathered from thousands of websites and subject directories we had built parameters and flow on the ad placement analysis for scraping bots. These scrappers had to track information from different locations and devices at different times of day to collect all possible information on video ads, its providers and final consumers. It required 10 servers to ensure non-stop data collecting and renewal. At the same time, we used Silenium to emulate profiles and actions of real users. After gathering all information needed, we delivered it to analysts for further processing and creating the Brief Buster feature.

Feature That Leads to Greatness

The core of this challenge lied in the necessity to create a unique system that would analyze a huge amount of information and generate the most precise and effective recommendations for each consumer, and give them the ability to adjust their own ad campaigns to the maximum efficiency. Our collaboration had resulted in the creation of the Brief Buster feature. In brief, it is a popup that allows users to see within a few seconds how leading global companies adjusted their ad campaigns in order to use this experience for their own video ad campaigns.

Big Data and Reporting

Shaping all collected data into one integrated information database was highly challenging yet achievable. It was impossible to place this amount of data on one single server, so we had to use different sharding technologies to achieve maximum database reply speed on requests from consumers. Also, we had decided to combine SQL and NoSQL databases to ensure the highest level of productivity. The second main problem in handling this amount of data was the proper database maintenance and support as the information constantly changes in its content and size. This problem was handled by integration of different API services that continuously provide support and maintain information on ads from the variety of advertising platforms up to date.

CRM System that Brings Optimization

The last, but not least challenge was to gather all managerial and other feature sets, data warehouses and analytical subsystems into one wholesome CRM system that would raise the client's business efficiency. As a result, the system gives managers the ability to assist clients with their ad campaigns and an access to the clients' actions and payment history. In addition, the clients themselves get an understandable and easy-to-navigate website architecture that offers advanced advertising campaigns customization and navigation.

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And, as a result…

Together with Meme Global, we had created a unique system that makes the process of market research and an ad campaign setup fully automated and as fast as it can be today. This project was a huge challenge for us and a reason to be proud of ourselves. Months of our deep research, data analysis and software development have transformed into seconds of time spent by the Meme Global managers and clients on adjusting and setting up advertising campaigns. Today, any client can build their campaign basing on the experience of leading worldwide companies and increase their success in business within seconds.

Team & Time

  • 1 Project Manager
  • 1 Team Lead
  • 1 QA
  • 4 Developers
  • 3 Years

Technologies

  • Python
  • Angularjs
  • Django
  • Celery
  • Google Ad API
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