platform for mobile advertisers,advertisers and publishers ad platform for mobile sites,ad publishing platform See More At: http://www.greymatterindia.com/ad-publishing-platform-for-mobile-advertisers

1. Client Requirement
Client required a system where in advertisers could advertise their products and services on
publisher’s mobile websites to enable rise in sales and revenues. The advertisers would be paid
depending on the views and visits of the ad on the publisher’s network.
A publisher earns revenue by allowing advertisers to publish ads on their mobile websites.
Client will take their share from the earned revenue of the publishers while providing services.
This system provides great opportunities for advertisers to target different audience as per
their location and configure ads accordingly. The advertiser has the freedom to display the ads
as per user’s geographical location within certain miles. This enables an advertiser to target
their marketing approach by advertising specific products and services to a limited by relevant
audience, hence increasing ROI for the advertisement.
Challenges
The team faced the following challenges:
 Displaying relevant ads to users by identifying a user’s geo location based on the
latitude and longitude of their mobile devices.
 The site should handle millions of requests from a publisher’s network without slowing
down.
 Simultaneous execution of various features should not impact the site and it should
maintain load balance.
 While integrating third-party APIs and JavaScript compatible for all the browsers, safe
and secure transfer of data should be maintained.
 A robust and dependable framework was required to support the real time updation of
website content.

2. Technologies Used
Manpower
Operating System & Server
Management
Red Hat Linux OS, Multi-Server Architecture with Staging & Production
Environment through Version Controlling releases, Server Optimization,
Security & SSL Implementation, Scheduler for Back-ups, Alert Monitoring
System Integration, Server Performance Tuning at regular intervals,
Software Firewall Configuration & Maintenance
Development Tools &
Environments
PHP5+, Zend Studio, Symfony Framework, Microsoft Visio, AJAX, Java
Script, HTML5, CSS3, SVN etc.
Database MYSQL Database Server, DB Clustering, DB Optimization, Master Slave
Replication, Query Optimization, Scheduler for Backups
Project Leader 1
Developers 1
Designers 1
Quality Assurance Testers 1

3. Planning
To equip the site with the numerous functionalities and features, a four tier development approach
was adopted:
 Database Layer – Consists of MySQL database, tables and stored procedures
 Data Access Layer – consists of the Data Access DLL that accesses data from the database.
 Business Layer – contains the business logic procedures for the various modules like Offices,
Properties, Maps etc.
 User Interface Layer – this forms the user facing Graphical User interface.
Architecture
The following layers of the n tier architecture were loosely coupled to efficiently meet the
needs of this enormous site.
 User Interface Layer –This layer accesses the layers beneath it to present data. It is a
page level layer.
 Business Specific Layer – acts as a bridge between UI layer and Database Layer.It
contains the business logic for all the project components.
 Database Specific Layer – acts as a bridge between the physical database and the
business logic.
 Physical Database Layer – This is the MySQL database with tables, views and stored
procedures.
Development highlights
PHP 5 and MySQL 5 was used for the development of this site to accommodate the social networking
nature of the website. User Profiles, Invitations, Forums and Blogs modules were developed using PHP
so that they can be directly executed using the UI. An interface translating the object logic to relational
logic was used to communicate with the relational databases in an object oriented manner. This enabled
effective access to the database. The intermediary abstraction layer ensured ease of access of data from
database. Triggers, stored procedures and custom MySQL functions used for complex calculation of data
from multiple tables. Conditional syntax was used to ensure smooth functioning of the website. The UI
layer was isolated from business logic and images, apps and data was called from their respective
servers. Web usability guidelines were strictly followed and AJAX, CSS3 and HTML5 controls were used
to make the site’s navigation more intuitive and user friendly. The site was developed and fully
functional within a span of 6 months.