Walmart company logo

Saving the operations cost and scaling the product with a custom web app for the Ad Tech company

Chances are you know retailers like Walmart, The Home Depot, CVS Pharmacy, and other large chains in the USA and Canada. You may have seen their weekly ads, deals, and coupons in your Facebook timeline or as Google Ads banners on different websites. The journey from a non-interactive PDF with deals and coupons to that engaging banners has a direct connection to the custom web app we built for the large retail Ad Tech company.

The Challenge

The outdated web app wasn’t a big priority for our client. However, once he had given it to us on maintenance and light reengineering we made a few improvements. It started to support more Facebook ad types, also Pinterest was added and performance got better. Mattew, the co-founder, decided that it’s a promising niche, and it worth building the new app.


With complete support from the client, 7 blackbirders, and 9 months later we successfully implemented the client’s vision into superior ad tech product. Everything from the new UX design, web application architecture planning to final implementation and current DevOps was and is on us.


Was built an entirely new internal operations web app that has improved the operations time by almost 60%, increased accuracy of the curation and supports scale to most of the Facebook, Google and Pinterest ads types. It also helped to reduce the estimated headcount required to support all the planned campaigns. The web app is already in use. More retailers have been onboarded with smaller operations resources.

“You've saved our business! It fits our needs perfectly. It really saves us time and effort. Blackbird is exactly what our business has been lacking. Needless to say we are extremely satisfied with the results.“

Matthew C., Co-founder
About the client201-500 employeesHQ Toronto, CanadaClient since 2018 | Retail Tech and Online AdvertisingFunded Startup previously, SMBs currently
Industry and verticalsRetail & E-commerceMulti-carrier retailers

Scope of project

Key resultsWeb app was built within 9 months and 7 blackbirders involved via fully managed it services model.Front End
Back End
AWS Web HostingAmazon AWSRuby on RailsNoSQLDynamoDBECS through CircleCICI/CD - CircleCI
PlatformsWebServices and expertiseResearchAnalyticsWeb developmentCloud ServicesQuality controlUX DesignUI Design
Other technologiesMicroservice architectureReact v 16.13.1Ruby on Rails as APIRails v 5.2Ruby 2.5.5
Cooperation modelFully managed IT servicesProject managementSlackJiraConfluence

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