Neev built the first version of an ad-serving platform for a mobile advertising company which can be accessed by over 1 billion people. The application can serve a large number of ads being scalable as well as cost effective.

The Client

InMobi, formerly mKhoj, was conceptualized by a team of young entrepreneurs and has grown by leaps and bounds since then. On entering the international market, mKhoj was rebranded as InMobi, to symbolize the company’s long term goal of being an intelligent global mobile advertising network. Their advanced technology enables advertisers to discover their target audience on mobile internet sites in a measurable manner.

Business Need

Neev was initially the complete technology partner for mKhoj. InMobi approached Neev to develop the first version of their ad serving platform. They required an application that can handle a huge flow of traffic and were looking for a solution that provides an ideal trade-off between scalability and cost effectiveness. The application was also required to have a rich user interface.

Neev Solution

Neev developed the first version and subsequent enhancements for InMobi. We made use of the .Net framework and the Enterprise DB. We implemented an algorithm that mimics Google AdSense on the WAP delivery front. Neev also developed WAP/WML based mobile websites for InMobi’s partners. Publishers can leverage the capability of the application to serve contextual ads to the users of their sites.

Technology footprint

• .Net
• IIS
• WML/WAP
• WURFL
• Enterprise DB

Top features

• Rich user interface
• Publishers can leverage the capability to serve contextual ads to the users of their sites, thereby increasing the value of their mobile property
• The platform can be accessed by over a billion people
• InMobi found a reliable partner to take care of the existing application.

Top Challenges

• Serving up thousands of ads and scaling up and maintaining the performance of the application.
• Identifying and picking up the right ad to display from their ad inventory to suit the form factor of the device.