Advertising Optimisation Systems for Wirtualna Polska

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Case Study Summary

Wirtualna Polska – one of the largest internet publishing companies in Poland – needed more efficient, scalable advertising technology to improve campaign performance and automate workflows.

WEBSENSA delivered high-scale backend solutions such as the Marketing Cloud Platform, AdExchange, and Marketing Automation components, built using technologies like Golang, ClickHouse, and SQL.

Our long-term collaboration enabled WP to modernise its AdTech infrastructure and implement a market-leading approach to campaign optimisation.

WP highlights the outstanding skills of WEBSENSA’s Golang developers and the consistently high quality of delivered code.

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Wirtualna Polska needed more efficient advertising systems

With over 5 million users and numerous thematic portals, Wirtualna Polska required advanced advertising tools to:

• automate campaign optimisation,
• support programmatic ad buying,
• manage both Supply & Demand sides effectively,
• utilise data more intelligently,
• scale their advertising infrastructure.

The challenge: building high-scale AdTech solutions

The goal was to create systems that:

• streamline advertising workflows,
• support OpenRTB and programmatic operations,
• process large data volumes with high efficiency,
• enable marketing automation,
• integrate smoothly with WP’s existing tech stack.

WEBSENSA supported WP in building a modern advertising ecosystem

WEBSENSA’s involvement spans multiple years and multiple project areas:

• high-scale backend development,
• machine learning components,
• Golang, ClickHouse, SQL engineering,
• UI/UX design,
• end-to-end project delivery where required.

Key example: Marketing Cloud Platform

A complex AdTech solution including:

• AdExchange,
• Marketing Automation Bidder,
• analytics and reporting tools,
• big data components.

This platform became a crucial part of WP’s advertising ecosystem.

Project execution – flexibility and seamless collaboration

The cooperation is ongoing since 2017, covering multiple diverse projects, like:

• Data Management Platform
• Marketing Automation System
• OpenRTB Bidders
• Recommendation Systems

WEBSENSA and Wirtualna Polska work together using Jira and Confluence for project management and Microsoft Teams and email for daily communication.

Results: increased efficiency and high technical quality

According to WP, WEBSENSA's contribution has resulted in:

• constant delivery of high-quality code,
• access to exceptionally talented Golang developers,
• the ability to build high-scale software,
• seamless collaboration with internal teams,
• optimised advertising performance and lower operational costs.

Client’s Review

Rating: 5.0 on Clutch

"They focus on delivering projects and have no problem collaborating with other developers." – Paweł Krupiński, Wirtualna Polska

(Verified phone interview, Clutch)

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