BuySellAds.com Case Study

BuySellAds.com Case Study

Industry

Advertising

Site

http://www.buysellads.com

Description

BuySellAds helps small to medium sized website publishers sell more ads and make more money from their websites while helping advertisers find better placements and streamline the process of working with small to mid sized publishers. BuySellAds focuses on superior customer service, in-depth knowledge of inventory and being very easy to use.

Products

Testimonial

“NetDNA is all about speed and efficiency, and helped us craft a new approach to our ad delivery methods. This approach has already lead BuySellAds to being nearly twice as fast. I would recommend them.”

Todd Garland, CEO

Project Overview

BuySellAds started working with NetDNA in 2009, wanting to reduce traffic on their Amazon S3 buckets to increase performance while lowering overall hosting costs. While evaluating solutions, BuySellAds determined they needed a CDN that could easily handle 2+billion small file requests per month, speed up their performance and easily integrate a Cache Purging API call into their existing backend.

Challenge

After reviewing BuySellAds original hosting, NetDNA identified a number of vital concerns that needed to be addressed in with the CDN hosting:

Need to handle more than 2 billion requests per month

The need to significantly speed up advertising delivery

Allow automatic purging of cache from BuySellAds’ PHP infrastructure

Price sensitivity in not having a per 1,000 request charge

Solution

NetDNA’s self-service tools provided a series of solutions to assist NetDNA in accelerating it’s advertising delivery:

Automatic high-throughput memory-based edge caching of BuySellAds banners

Compression on all static elements

Provided access to NetDNA’s RESTful API for Cache Purging

Results

Among the initial achievements within months of launching BuySellAds on NetDNA:

Over 50% decrease in cost from Amazon S3

Nearly 200% speed up (see BuySellAds

blog post

from October 2009)

Find out how NetDNA can transform your business.

Problem

BuySellAds served dense ad creatives at more than two billion requests a month. Origin could not sit on the publisher hot path.

Setup

HTTP caching (EdgeCaching) for creative files close to publishers, with reporting on which files burned bandwidth.

Result

Advertising delivery stayed on the edge. The 2013 customers page states “advertising delivery at more than 2 billion requests per month.”

Metrics on recovered studies use figures published on the 2013 NetDNA site. Vertical pages describe the pattern, not a named customer’s private numbers.

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