Ad Measurement & Verification Platform Complete Redesign for Adloox 

Introduction 

Adloox is a leading independent European AdTech platform for ad verification and insights. 

Since 2009, it has developed proprietary technology to protect advertisers, agencies, and buy-side platforms from advanced ad fraud, while ensuring ads are viewable, impactful, and brand-safe. 

Integrated with major platforms like Google DV360, Xandr, and Adform, Adloox provides transparent, granular data to help clients improve ad spend efficiency and maximize digital media ROI. 

Adloox undergoes annual audits by the Media Rating Council (MRC) to ensure compliance with industry standards. 

Challenge 

Adloox faced several challenges that prompted the platform redesign. Their existing interface lacked the level of customization and data granularity their clients needed, and internal engineering resources were already focused on maintaining their proprietary ad-verification technology. With over 500 million ads tracked daily, performance and scalability were also concerns, especially when querying large datasets. Infrastructure limitations further complicated things, prompting a migration to Google Cloud Platform to improve speed and ease infrastructure management. The project also addressed inefficient communication between the frontend and backend, all while ensuring the redesigned platform would remain compliant with MRC industry standards. 

Solution 

Process 

Project Planning and Initial Setup 

We started by scoping and planning the project to identify the main challenges, select the main features, and choose the tech stack — programming languages, frameworks, libraries etc.

We then set up a 2-week sprint routine, aligned with the Adloox team’s needs.

Workshops and Functional Specifications

This made it possible to list, contextualize and iterate the functional specs necessary for the realization of the project.

The first big step was setting up joint workshop sessions to sketch out the design of the future interface.

This allowed us to create a complete mockup, along with all the expected functional specs.

Design Approval

Once the final design was approved by Adloox, we moved the project into the MVP Development Phase. 

Frontend Development and Feature Implementation

During the MVP Development Phase, we focused on building the frontend (user interface) of the reporting dashboard according to the designs, features for the platform (e.g. the user management component) and set up the connection between the frontend and backend parts of the platform.

To speed up development time, we worked with Adloox on the designs of the new reporting dashboard and matched them with existing frontend libraries.

Backend Integration and API Setup

In parallel, the technical integration began with the creation of an API system connected to BigQuery, which allowed Adloox to adapt its tech and data stack to the new interface.

While Adloox adapted the backend, we developed the frontend and provided key information to Adloox’s engineers to improve the communication between the frontend and backend.

Infrastructure Optimization 

To help keep the infrastructure costs to a minimum, we avoided adding any additional services.

Ongoing Feedback and Delivery Process

Throughout the MVP Development Phase, Adloox provided us with constant feedback. Both teams regularly monitored the project to ensure it was running according to the schedule and within budget.

We made improvements to the MVP over time, always in the form of bi-weekly sprints.

Results 

• A fast user interface 
  • A very fast user interface as you can query billions of data points within a few seconds. 
• 2FA 
  • Effective implementation of 2FA. 
• Frontend & backend integration 
  • An excellent and smooth interaction between front and back. 

 We designed and built the MVP within the required timeframe, which allowed Adloox to successfully launch its new interface at the beginning of 2022. 

Adloox tested the MVP and provided us with feedback for the Post-MVP Development phase, where we extended the platform with new features. 

In addition to the delivery of a turnkey user interface, we designed and built the platform with the future in mind, meaning the Adloox team can make cosmetic changes easily and independently. 

The final product is clean, very easy to use and up to date.