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NIX transformed a legacy monolithic advertising system into a high-performance SaaS platform, cutting feature release time by 50% and maintenance effort by 40%.
Marketing & Advertising
Web Development, SaaS
ASP.NET, MS SQL Server
The client is one of the leading US providers of digital advertising services, offering an advanced SaaS platform that connects advertisers, publishers, and AdTech partners. The system supports the full advertising life cycle—from dynamic content management and campaign configuration to data processing and performance analysis—making it central to daily operations and revenue generation.
As the business grew, this advertising platform increasingly struggled to keep pace with new demands. Built on a 20-year-old monolithic architecture, it suffered from performance limitations, an outdated and unintuitive user experience, and high maintenance costs, hindering functional expansion. To address these challenges and initiate a comprehensive legacy system modernization, the client engaged NIX as a technology partner to extend their internal engineering capacity.
Our experts were to join the company’s in-house team to analyze the existing system, identify and eliminate bottlenecks, and deliver a comprehensive modernization—transforming a legacy solution into a scalable, future-ready platform.
The primary challenge was modernizing a 20-year-old monolithic system without disrupting daily advertising operations and ensuring backward compatibility. The platform contained tightly coupled components, legacy integrations, and performance issues that limited scalability and made further development costly and risky.
Our engagement began with a joint technical and product-level analysis in which NIX engineers and the client’s internal team reviewed the platform end to end. The goal was to uncover performance limitations, tight coupling, scalability risks, and UX gaps impacting business efficiency.
Based on these findings, our experts recommended moving beyond incremental improvements toward a full architectural upgrade. We proposed replacing legacy structural elements with a layered, service-oriented architecture (SOA) built on a modern Microsoft technology stack. This helped us remove system constraints, reduce maintenance overhead, and create a strong foundation for continuous functional expansion.
The redesigned platform runs on modular backend services that function as reusable building blocks, allowing the client to scale without reworking the core. Each block is responsible for a distinct part of the ad workflow, including data processing, content management, analytics, and external integrations, while a smart communication layer synchronizes legacy and new components throughout the transition period.
This design enables the client to modernize incrementally while preserving all existing business functionality without downtime or regression.
End-to-end digital advertising lifecycle management
Real-time campaign analytics and on-the-fly optimization
Automated interaction between advertisers, publishers, and AdTech providers
High-throughput data processing for large-scale campaigns
Intuitive, role-based UX tailored to different user groups
Backward-compatible legacy integration layer for uninterrupted operations
A key contribution from NIX was the implementation of an advanced approach to data concurrency and management, with a strong focus on performance optimization. We designed and delivered a custom, browser-based data grid capable of handling large volumes of information in real time.
The grid enables multiple users to view, edit, and analyze data simultaneously, with live synchronization comparable to Google Docs. This capability dramatically improved operational efficiency, reduced errors, and empowered teams to make faster, data-driven decisions directly within the platform.
As a result of NIX’s modernization, the client replaced a performance-limited legacy system with a scalable SaaS platform that serves as a single point of interaction for advertisers, publishers, and AdTech partners. It combines real-time analytics with operational efficiency at enterprise scale, establishing a solid foundation for end-to-end advertising management.
By removing architectural bottlenecks and streamlining user workflows, NIX experts made the platform easier to maintain, extend, and evolve. The client gained the ability to introduce new functionality more quickly, reduce staff onboarding time, and utilize technology as a strategic enabler for growth rather than a limitation.
60%
faster platform response times
50%
reduction in time for feature release
40%
lower maintenance effort
30%
faster campaign setup and optimization workflows
25%
reduction in staff onboarding time
~0%
downtime during modernization
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NIX is a product development company in the USA that provides SaaS consulting services and builds multi-tenant SaaS solutions that maintain a competitive edge in the marketplace.
Qualified services for web application development, enhancement, and maintenance. We deliver web app solutions that rise to your business challenges.
NIX is a software engineering company in the USA that offers enterprises digital transformation consulting services to embrace the future and growth.
Elevate your development capabilities with our turnkey team while you concentrate on growing your core business.
Enhance your online presence, optimize operations, and personalize user experiences with full-fletched web development.
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