AdTech
Modcart
Starting point
Joined a product that was already running
The platform was live with real advertisers on it. I joined to build new features, then took on the performance work.
What I owned
- Designed
- Built
- Tested
- Shipped
- Operated
The moving parts
What talks to what — clients, services, data, and the boundaries between them.
Push to prod
The checks a change has to pass before it ships, and what watches it after.
Where it lives
The cloud it runs on — ingress, compute, data and messaging — and how that gets provisioned.
Node detail
Pick a box
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The product
Advertising platform with embeddable single-page stores and real-time campaign analytics.
What I built
Joined as a full-stack developer (frontend and backend) on a team of 3 developers, 1 QA and 1 project lead, and took on DevOps after 6 months. Carried the platform's major enhancement work: designed the architecture and schemas for the interactive single-page stores, built access control, Razorpay payments and Kafka-backed analytics, took initial load from about 4 seconds to under 1, added a WebSocket inbox with Meta integrations, and defined every environment as code with CloudFormation, automating the deployment process — including the blue-green cutover that took deployment downtime from about one minute to under five seconds.
Everything I did here
- Joined as a full-stack developer on a team of 3 developers, 1 QA and 1 project lead, working across frontend and backend, and took on DevOps responsibilities after 6 months.
- Delivered significant enhancements to the advertising platform to boost user engagement and extend functionality.
- Designed the architecture and database schemas for user-interactive single-page stores.
- Built responsive single-page ad units that adapt across mobile, tablet and desktop, reaching 98% screen compatibility and letting advertisers reuse one creative across placements.
- Cut initial load from about 4 seconds to under 1 second, so an embedded store renders before a visitor gives up on the host page.
- Integrated robust user access management and payment systems using Node.js, Redis and MongoDB.
- Integrated Razorpay for both platform payments and service payments across the advertiser flows.
- Added Google and Meta social login, so advertisers onboard without creating another password.
- Built role-based access control, payment integration, and analytics on ad interactions and campaign performance.
- Developed dashboard analytics and ad interaction reports using Kafka, Redis and Node.js for real-time data processing and detailed decision-making insight.
- Introduced Kafka event processing to decouple analytics ingestion from transactional workloads, with Redis caching for fast aggregation and reporting.
- Implemented WebSocket communication and third-party tracking systems for real-time interaction with third-party social apps.
- Built a WebSocket real-time chat with Meta integration — WhatsApp, Facebook and Instagram — so advertisers could reach customers across channels from a single inbox.
- Defined dev, staging and production environments as code with CloudFormation, covering the admin portal, user portal, analytics service and ad delivery service.
- Automated the deployment process and added blue-green deployment, cutting deployment downtime from roughly 1 minute to under 5 seconds.
- Implemented CI/CD pipelines for consistent releases across the three environments.
- Supported the entire infrastructure on AWS for scalable, secure deployment.