Online advertising management

Case Study: Implementation of a custom HDF Software system for internet advertising management.

Our client, Medialog Publishing, one of Poland’s largest nationwide publishers in the TSL (Trade Show Logistics) industry, approached us to develop an IT system for managing internet advertising on the Publishing House's website. Previously, the client had struggled with automatic ad blockers, which caused banner advertisements to be blocked, resulting in unsatisfactory marketing campaign performance on the client's site.

"We receive many requests for comprehensive advertising campaigns using banners. We couldn't fully utilize this tool because ad blockers prevented it. We were therefore looking for a custom solution dedicated directly to our needs. We didn’t want to use generally available, off-the-shelf solutions. We needed an IT solution “tailor-made” just for us, which would not only resolve our problem and function in the "background" but would also be equipped with new utilities necessary for professional internet advertising campaigns." explained Krzysztof Pograniczny, President of the Management Board of Medialog Publishing.

Internet Advertising Management System

The internet advertising management system was specially created by HDF Software for the client in 2021. The company utilized modern PWA (Progressive Web App) coding technology and Dom-Injection. The main goal was simple, intuitive operation, compatibility with the current website CMS, and, above all, to hinder the operation of automatic ad blockers. This enabled the client to professionally conduct advertising campaigns on their website.

"A system was created to manage the placement and timing of advertisements on the industry website (advertisement start date, statistics, automatic shutdown, rotation, video, scroll, and banner support), as well as to monitor the effectiveness of campaigns in achieving the website owner's marketing goals" said Łukasz Russak.

The system consists of three modules:

• A module for integrating the system with the website;
• A module for managing the application server and database on the server;
• A module responsible for managing ad serving on the website.

The system is integrated with Medialog's website in such a way that the website administrator can intuitively operate it. It allows for the creation of advertising spaces, the definition of their size, and the addition of the advertisement itself, as well as the proper planning of the duration of the ad display. Implementation of the system took 4 weeks (including testing), while the integration with the website itself took only 1 day, which speaks to the simplicity of the solution.

Benefits for the Client

Since the launch of the internet advertising management system on the Medialog Publishing website, interference from ad blockers has been completely overcome, the ad display has significantly improved, and there’s a greater possibility of complete control over the banners. This immediately translated into more planned and sold internet advertising packages. "We are satisfied with our cooperation with HDF Software. The goal has been achieved, and our internet advertising strategy has been taken to the next level."