AdTech Data Management Platform Modernization

CHALLENGE

When an Italian AdTech company approached us to help with an enterprise platform that was struggling under the burden of unreliable third-party APIs and fragile data pipelines, the challenge was set out for us. Campaign data was often incomplete, forecasts were off, and advertisers couldn’t fully trust the platform. Scaling up with the legacy system was a nearly impossible feat, and the platform needed modern AdTech software to support high-volume campaigns and provide actionable insights.

ENGAGEMENT STAGE

We began by stabilizing the core. Legacy code was refactored, and automated scripts validated the ETL pipeline, catching errors before they reached users. Third-party integrations were reinforced, reducing synchronization failures and restoring confidence in the data management platform.

TRANSFORMATION

Next came the big evolution: monolithic architecture was replaced with a scalable microservices system, and cloud-native infrastructure enabled reliable data processing and data lake operations. Dashboards, predictive analytics, and ML-powered budget recommendations turned raw data into actionable insights, completing the next step in data platform modernization.

SERVICES PROVIDED

• Data engineering services
• Software modernization services 
• Full-stack web development (frontend and backend development)
• QA engineering services

DEVELOPMENT TEAM

• 1 Business Analyst
• 1 Frontend Tech Lead
• 1 Scrum Master
• 1 DevOps
• 1 ML engineer
• 2 Backend Developers
• 2 Frontend Developers
• 2 QA engineers

UNSTABLE API INTEGRATIONS

Every campaign relied on a chain of third-party platforms, but even a minor API failure could disrupt that chain inside the data management platform. When data stopped flowing, dashboards went quiet, reports became unreliable, and media teams were forced to make budget decisions without a clear picture of what was actually performing

DATA PIPELINE RELIABILITY

Corrupted datasets and missing metrics will inevitably limit performance and your ability to effectively conduct any analysis. Automated ETL validation and recovery will strengthen modernizing data management software, ensuring accurate, trustworthy insights.

SCALABILITY LIMITATIONS

The platform’s existing monolithic architecture couldn’t support growing enterprise workloads. By transitioning to event-driven microservices, the platform will be able to scale efficiently and handle high-volume campaigns.

LACK OF REAL-TIME INSIGHTS

To run an impactful campaign, advertisers need actionable insights, not just static reports. Introducing predictive analytics, goal tracking, and forecasting dashboards will empower users to make informed decisions quickly.

FRAGMENTED USER EXPERIENCE

The interface didn’t reflect the platform’s intelligence. Redesigning workflows to align with real campaign operations and budget planning will improve usability and make the system more intuitive for enterprise teams.

MANUAL BUDGET OPTIMIZATION

Budget decisions were often based on guesswork. We changed that by implementing machine learning-based recommendation models informed by historical ROI and audience behavior. This update will optimize allocation and campaign performance.

STRATEGY

When we first looked at the platform, it was clear that enterprise advertisers were struggling with inconsistent data and fragile integrations. While campaigns depended on multiple third-party AdTech systems, any failure in the data pipeline could result in a ripple effect threatening to disrupt the entire workflow.

Our mission was to transform this legacy platform into a modern AdTech data platform: our criteria were that it needed to be reliable, scalable, and insightful – capable of supporting complex campaigns while delivering accurate, actionable analytics in real time.

DEVELOPMENT PHASES

+30% FASTER CAMPAIGN EXECUTION

Modernizing the data management platform and implementing microservices reduced processing delays, enabling advertisers to manage high-volume campaigns with greater speed and stability.

+10–20% HIGHER RETURN ON ADVERTISING SPEND

ML-powered budget recommendations and predictive forecasting improved allocation efficiency, strengthening the modern AdTech data platform’s impact on business outcomes.

NEAR-ZERO INTEGRATION FAILURES ACROSS THIRD-PARTY APIs

Automated credential refresh, retry logic, and resilient pipelines eliminated recurring API disruptions, increasing trust in the platform’s data accuracy and real-time synchronization.

ZERO DOWNTIME DURING PLATFORM MODERNIZATION

All modernization stages, including architecture migration, ETL automation, and UI redesign, were introduced without service interruption, ensuring uninterrupted operations for enterprise advertisers.

ENTERPRISE-READY SCALABILITY ON CLOUD ARCHITECTURE

Cloud-native infrastructure and event-driven pipelines now support increasing data loads and global expansion, completing the data platform modernization required for long-term growth.

CHI Software helps organizations create advertising platforms that keep pace with evolving digital marketing needs. Our solutions make complex ad operations more manageable, turning campaign data into actionable insights and improving workflow efficiency across teams.

WHAT WE SPECIALIZE IN

• Development of digital advertising platforms
• AdTech software modernization
• Data-driven platforms for targeting, analytics, and optimization
• Scalable cloud-based data management platforms

WHO WE WORK WITH

• AdTech startups and established platforms
• Marketing and media agencies
• Publishers and content networks
• Enterprises seeking in-house advertising solutions