Native Ads

ADS helps publishers and advertisers generate revenue by providing them with simple and transparent online advertising solutions, particularly in financial marketing. Find out how our team developed a fully fledged marketing platform for advertising.





Business size:

Small Businesses

Problem and Solution Summary

The client's project had challenges such as fragmentation of the final product into multiple services, failed architectural decisions requiring different programming languages for different parts of the project, and ongoing maintenance. At the same time, the client was undertaking a global adtech project and was looking to improve programmatic advertising, particularly removing hidden costs and fraud issues, which ultimately reduced the advertisers' return on ad budget (ROAS).

We offered a comprehensive solution, starting with developing a comprehensive marketing platform that met the client's original requirements. We successfully implemented functionality to ensure easy integration and usability for publishers, advertisers, agencies and brands.

About the Client

The client is a marketing platform based in Canada and has existed since 2014. The company aims to provide publishers, ad networks and SSPs (ad sales platforms) solutions to increase demand and profitability. They focus on creating access to high-performing ads, automating processes and providing transparency for advertisers.


This collaboration resulted in a full-featured marketing platform that fully complied with the client’s requirements outlined at the outset. The client was completely satisfied with the association with Computools's professional team. The platform created allows easy integration and suits publishers, advertisers, agencies and brands.

Several key issues we solved:
  • Implemented responsive widgets.
  • Implemented analytical tools for detailed reports.
  • Support Javascript and major blogging CMS platforms.

Business challenge


  • The final product is divided into lots of services
  • Not all architectural decisions made by the customer were correct
  • Different programming languages were required for each part of the project
  • The final product needs some maintaining


  • A global adtech project
  • Сovers a large proportion of marketing networks
  • Offers several unique services
  • Already has a prepared development plan

Business challenge

Project Completion Details and Current Arrangements

Upon completion of the project, the client and Computools established a seamless arrangement for ongoing collaboration and support. The process involved meticulous planning and execution:
  • Negotiation and planning
  • Flexible communication
  • Transparent reporting
  • Post-implementation support

Business challenge

Why Computools?

The client chose Computools as its development partner because Computools demonstrated extensive experience and expertise in developing complex projects, particularly in the adtech industry. The team's proficiency in handling diverse technologies and languages was a key factor in the selection process.

Contact Computools' experts to learn what we can do for your business!

Contact us →


Computools had a proven track record of success in handling global adtech projects. This aligned well with the client's aspirations for a comprehensive marketing platform with a global impact.

Project Description

The client's main goal was to build a better web by removing disruptive display ads from every website on the planet and replacing them with beautiful and consumable native ads. They aim to supply publishers with powerful tools and responsive widgets to achieve this.

After negotiations, we were ready to offer them experienced developers and a Project Manager who coordinated the project from our side. During the project, we were in touch with the client's coordinator and continually reported progress.

We addressed the following key challenges:
  • We consolidated a fragmented product into a single, complete marketing tool.
  • Our team analysed and optimised the architecture to improve performance and reduce complexity. Measures taken included implementing a number of technologies and frameworks, such as Node.js and Scala, and using different programming languages to optimise the performance of each part of the project.
  • We provided a technology stack optimised for the project requirements, including PHP, Yii framework, Phalcon framework, Node.js, Scala, AngularJS, jQuery, JavaScript, CSS, HTML, MySQL, MariaDB and MongoDB.

Digital Platform & Technology

The customer predetermined the stack of necessary technologies, conditioned by the project's technical features. Since we worked on a multitasking global platform, it took deep knowledge and experience to work with several programming languages ​​at once

Communication Framework

Open and efficient two-way communication is crucial to the success of a digital transformation project. Following consultation with the client, we agreed upon a clear and unambiguous communication framework with scheduled regular face-to-face and online meetings and regular reports by email.Our communication ecosystem also incorporated a structured documents environment and client access to Computools' internal task managing platform. This made both the general project roadmap as well as specific processes transparent and clear for all parties.


To perform this project's tasks, we conducted a rigorous selection process among our employees. The team comprised professionals and engineers with skills best suited to all tasks.

Business Analyst

Nikita Abelmasov

Nikita Abelmasov
Nikita started working on commercial IT projects in 2009, focusing on web development, then switched to management and BA in 2015. He has extensive experience in requirements gathering, start-up and ongoing business solutions consulting, development preparation and organising business processes for a wide range of mixed teams. He is passionate about urban exploration, new technologies, photography and sci-fi universes.
Nikita Abelmasov

Team Lead

Oleg Svet

Oleg Svet
Oleg began to code in middle school, obtained an MBA degree in Computer Science, worked on commercial IT projects in 2011 and worked as mobile developer, start-up, enterprise and Full-Stack Developer. He joined Computools in 2013 as a Co-Founder and, firstly, CTO, then CDO. He’s interested in airsoft, cybernetics, fantasy and MMO computer games.
Oleg Svet

Project Manager

Ivan Kachan

Ivan Kachan
Ivan Kachan is a seasoned Project Manager with seven years of expertise. He is adept at project management and deeply involved in business analysis, process management, testing, and UX/UI. His multifaceted role often simultaneously encompasses project management, business analysis, design and quality assurance, showcasing a strong technical background.
Ivan Kachan

Business Development Manager

Sergey Bidukha

Sergey is the Customer Relationship Director at Computools USA, where he specialises in building sustainable partnerships and helping businesses in the USA achieve their strategic objectives. Sergey's values are rooted in integrity, trust and a commitment to delivering exceptional customer service, aiming to drive optimal outcomes for clients and the organisation.

UX Designer

Valeriy Panchenko

Valeriy Panchenko
Valeriy demonstrates excellent results in the field of user experience, design and research. He enjoys swimming, hiking and cooking.
Valeriy Panchenko

UI Designer

Sergei Shmatov

Sergei is competent at creating new design systems and improving existing ones. He is into sports, especially long-distance running.


Story of a Team Decision

When forming the team, the main criterion was a successful experience in implementing similar projects. Each team member provided their professional background and participation in projects similar in scale and complexity.


A productive collaboration between the team members was provided thanks to well-established internal communication. Each type of meeting – face-to-face brainstorming, video or audio conferences – helps achieve the project's main goal.

Sprint Retrospective

During the sprint retrospective, the team conducted a detailed analysis of the completed sprint, highlighting key insights and lessons for continuous process improvement.

Planning Session

During the planning sessions, the team engaged in collaborative discussions to outline the upcoming sprint's objectives, tasks and priorities. Key elements included defining user stories, estimating work effort and allocating tasks based on team members' strengths and expertise. This session served as a crucial foundation for successfully executing each sprint.

Sprint Demo

The sprint demo showcased the work accomplished by the end of each sprint. Team members presented the completed user stories and demonstrated the functionality implemented during the sprint. This interactive session allowed stakeholders, including the client, to provide immediate feedback, ensuring the development aligned with expectations and requirements.

Communication Flow

A transparent and efficient communication flow was established to facilitate collaboration and information exchange within the team. Regular face-to-face and online meetings, including brainstorming sessions and feedback discussions, were scheduled.

Project Management Methodology

Kanban is a process designed to help teams work together more effectively. Kanban offers a systematic approach to identifying opportunities for improving efficiency. Plus, Kanban is an ongoing practice, so teams can leverage its principles in their everyday work instead of stopping what they are doing to focus on a new improvement initiative. Kanban is based on iterative work or work that is done in small segments to reduce the amount of re-work should any changes occur. For this reason, customers of a team practising Kanban can provide honest feedback and request changes during a particular iteration while preserving the timeline and keeping the budget in check.

Project timeline

4 months
11 months
2 weeks
Consulting & design phase
Engineering phase


  • Defining project scope through detailed consultations
  • Working on a prototype scheme to visualise the project's initial structure and requirements

Product DESIGN

  • Planning and developing a comprehensive strategy for product design
  • Delegating tasks and responsibilities among team members
  • Fostering teamwork through brainstorming sessions to generate innovative solutions
  • Building a prototype based on the developed strategy

Product Engineering

  • Developing individual components of the platform in preparation for integration
  • Working on individual services and connected databases
  • Conducting a series of tests to ensure functionality and identify potential issues
  • Launching and implementing the entire platform


  • Conducting thorough market research to understand the target audience and refine platform features
  • Transferring the final platform to the servers specified by the customer
  • Providing support for education around the platform, though no specific documentation was requested


The customer provided us with a ready-made platform design for refinement. The designers, who were a part of the team, made an audit of the prototype, added the necessary edits and proposed several more innovations that increased the platform's usability for the client.

native ads user persona


Crafting detailed profiles representing target users and their needs

native ads site map


Designing a visual representation outlining the website's hierarchical structure

native ads wireframes


Developing skeletal frameworks to depict page layouts and structure

native ads user interface


Designing an intuitive and visually appealing interface for seamless user interaction


The careful release strategy led to a stable and reliable product launch. User communication and optimisation efforts contributed to a positive overall user experience. The client successfully entered the market with a well-received product.


Dedicated to fostering a lasting partnership through sustained support, we facilitated product adaptation to dynamic needs and evolving technologies. Our team provided ongoing improvements and upgrades for optimised performance.

Contact Us

Get in touch to discuss your project or service expectations. Simply fill in the form below or send us an e-mail to

Thank you for your message!

Your request will be carefully researched by our experts. We will get in touch with you within one business day.