ClientAdform
IndustryDigital Advertising
RegionEurope
Work implementedUser Interface Upgrade, Test Coverage, High-Quality Codebase
Founded in Denmark in 2002, Adform is one of the world's largest private, independent advertising technology companies, with over 700 employees globally and offices in 18 countries across Europe, North America, and APAC.
Challenges
As a highly sophisticated business, Adform requires its software to meet exceptionally high quality standards. The key challenges in achieving full compliance with those standards were:- Code readability and structure compliant with all internal and external Adform standards
- Performance as a primary constraint
- All code covered by unit, integration, and end-to-end tests
- All possible and probable edge cases handled in advance
Goals
The primary goal was to deliver redesigned web pages within Adform's banner ecosystem, retaining all existing functionality while providing a new user experience. The entire codebase would then go through Adform's internal review and release processes. Our specific objectives were:- Deliver all required pages by the agreed deadlines
- Submit code for internal review with minimal feedback from the client's side
- Identify and handle all edge cases before Adform's QA team had a chance to find them
Created Value
During our partnership with Adform, we rebuilt a total of four web pages and one backend solution, and developed numerous UI components. Given that all work demanded high-quality solutions, we gave careful attention to every technical and architectural decision. All solutions were designed from multiple angles: - Application runtimes built on robust, widely adopted technologies
- Best programming practices applied consistently
- System architecture designed to accommodate new features with minimal friction
- Fully test-covered code for straightforward long-term maintenance
Finished product - adform.com
AgileTo maintain flexibility and deliver incremental progress, we worked according to Agile principles — specifically Kanban, which proved to be the most effective approach for this engagement. Adform needed to deliver continuous improvements to its customers, and Kanban allowed both sides to track progress and prioritize the most important work without the overhead of fixed sprint cycles.
Code QualityAt most companies, business needs take precedence over technical requirements. Adform was different. While time to market still mattered, the quality of the end product was the overriding priority. Adform required high standards across the board — from user experience to the last line of code. Best practices were non-negotiable: no workarounds, no technical debt, just clean, high-performance code that is scalable, testable, and straightforward to maintain. All code was fully covered not only by unit tests but also by integration tests.
Fast AdaptationAdform's platform is extensive. With hundreds of developers having contributed to it since its launch in 2002, making a meaningful impact without unintended side effects requires a thorough understanding of the system. Our team worked across four projects, each with multiple integrations into other parts of the platform. Adapting quickly to the key areas of the system was decisive in delivering results that met Adform's standards from the outset.
OutcomeThe team delivered full integration with the existing system, performance improvements, and new UI and API components — all compliant with Adform's engineering standards. The result was a consistent, high-quality experience for end users.
Effective collaboration was supported throughout by the Kanban process. Adform holds its partners to exceptionally high standards, and we were glad to meet them.
Effective collaboration was supported throughout by the Kanban process. Adform holds its partners to exceptionally high standards, and we were glad to meet them.
Technologies
The banner management redesign was primarily a UI project, making frontend technologies the central focus. For web development, we used AngularJS, which allowed us to build a range of independent UI components that could be reused with consistent functionality and experience across the new pages. Build processes — minification, compilation, release packaging, local serving, and test execution — were automated using Node.js and Gulp.
Alongside the UI work, we developed a number of RESTful API projects. Backend development was done primarily in .NET with MS SQL databases. Well-structured, performant APIs were essential to delivering a responsive and reliable user experience.
The combination of these technologies produced solutions that are fast, maintainable, and straightforward to extend.
Skills
- Angular
- Node.js
- .NET
- Project Management
- Enterprise Software
- MSSQL
- TeamCity
- PowerShell
- Integrations
- Requirements Analysis
