Mobile Based Ad Publishing Platform Platform for mobile advertisers and publishers with features for detecting user location and displaying appropriate

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Case Study
Mobile-Based Ad Publishing Platform

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The client required that with the help of this system, the
advertisers can advertise their products/services on
publisher’s mobile sites to increase sales thus increasing
the revenue generation. The advertisers would only
require paying based on the effective views and visits of
their advertisement on the publisher’s network.
The publisher can earn revenue by publishing ads from
various advertisers on their mobile sites. Client would be
taking their share from the revenue earned by the
publishers while providing services.
The system provides a vast opportunity to its advertisers
by allowing them to reach their target audience by
configuration to advertise based on the users location. It
provides freedom to the advertiser by allowing them to
display their ads based on user’s geographical location
within certain miles. This way, the advertiser can target
specific products/services to a very limited and relative
audience resulting into more ROI on their advertisement
Client Requirement
This system is to
provide a platform
for Mobile
Advertisers. It
aims to provide a
platform to all the
Advertisers and
Publishers across
the world for
mobile sites.
Project Challenges
Team faced the following challenges:
• Identifying the user’s geographical location based on the latitude and longitude for
their mobile devices and catering them with relative advertisements.
• Allowing the site to handle millions of request from publisher’s network at the same
time without slowing down.
• Harmonizing the simultaneous execution of various integrated features and options
while maintaining consistent load balance.
• Ensuring safe and secure transfer of data while integrating third-party APIs and
JavaScript compatible for all the browsers.
• Developing a sturdy and dependable framework to support the real-time updation of
content on the site.

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Technologies Used
Manpower
Planning
The following four-tier development approach was adopted to equip the site with
numerous features and functionality mentioned below:
• The Database layer containing MySQL Server Database, Tables, Triggers and so on.
• The Data Access layer containing the Data Access DLL responsible for accessing data from
the database.
• The Business layer DLL consisting of all the business logic procedures for modules such as
Advertisers, Publishers, Banners, Payment Reports, Earning Reports etc.
• The User Interface layer which formed the Graphical User Interface of the website.
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

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Architecture
N-tier architecture was adopted to efficiently meet the needs of the enormous website.
Following are the layers involved which are loosely coupled with each other:
• User Interface Layer: This will include the page level layer which will be accessing the
other layers beneath to present the data.
• Business Specific Layer: This acts as a bridge between the User Interface layer and the
Database Layer. This will contain all the business logic for the different components involved
in the project.
• Database Specific Layer: This acts as a bridge between the physical database and the
business logic accessing the data.
• Physical Database Layer: This includes MySQL with the tables, views and stored procedures.
Development Highlights
The design approach was built around PHP5 and MySQL SERVER 5 due to the nature of the
website. Modules like Advertisers, Publishers, Banner Management and Payment facilities were
developed in PHP such that they can be executed directly from the UI layer. In order to most
effectively access the database in an object-oriented context, an interface translating the object
logic to the relational logic was used to communicate with the relational databases in an object-
oriented manner. An intermediary abstraction layer was created for accessing data from the
database.
The UI layer was kept free of any business logic with images, applications and data being called
from their respective servers. Web usability guidelines were strictly followed during
development and the interface was made easily navigable through judicious use of AJAX, CSS
and HTML controls. The site was developed and fully functional within a span of 4 months.