Full-stack campaign platform built for a United States marketing company, with advertisement generation engines built in house

The challenge

Paid campaigns in the United States run across several advertising and data services at once. Each holds its own credentials, its own campaign model and its own reporting format. Effort that belongs on the campaign goes instead into moving between consoles and lining up what each one reports.

Creative production is the second constraint. Image and video advertisements are commissioned or assembled outside the campaign tools. That sets a floor on the cost and the turnaround of every variant a campaign needs.

The brief was to hold both in a single product: one portal campaigns are run from, with advertisement generation built into it.

What we built

A full-stack product built from a blank slate. No inherited platform, no third-party product rebadged.

• A single campaign portal. Planning, launch and ongoing management of United States marketing campaigns run from one interface.
• Multiple third-party API integrations. External services are driven from inside the portal, so operators work in one place rather than across separate consoles.
• An image advertisement generation engine. Built in house, producing advertisement imagery inside the product.
• A video advertisement generation engine. Built in house, producing video advertisements inside the product.
• Owned technology. Both generation engines are our own work. We hold the technology rather than licensing it in.

How we worked

A product build, owned end to end. We took the system from architecture through the integration layer to the generation engines, under single-supplier accountability.

That shape suits a platform of this kind. The integration layer and the generation engines are not separable workstreams, and decisions in one constrain the other.

Building the engines ourselves, rather than integrating a vendor product, kept the technology with us.

Outcomes

• Campaign operators work from one portal instead of several platform consoles, with the integration work absorbed by the platform.
• Image and video advertisement generation is a feature of the platform rather than an external production step.
• The generation engines are proprietary technology we own, with no licence dependency on a third-party vendor.
• The engagement shows end-to-end product engineering in a single delivery: architecture, third-party integration, generative media and the campaign portal around them.