Yes. Custom development focuses on performance-driven architecture, real-time data processing and flexible infrastructure that supports growth from day one.
Why this matters especially in ad tech
Ad tech systems fail at scale in ways ordinary applications don't. A bidder must respond within an exchange's timeout — typically tens of milliseconds — or the bid is discarded. Architecture that works at a thousand requests per second may collapse at a hundred thousand, and the failure is silent: you simply stop winning auctions.
What to specify upfront
- Expected request volume now, and in two years.
- Data retention — how much history you need to query, and how fast.
- Geographic distribution — latency requirements mean serving infrastructure near the exchanges.
- Peak versus average — programmatic traffic is highly variable by hour and day.
Be honest about the numbers. Over-specifying costs money for capacity you never use; under-specifying means a rebuild. Give realistic figures rather than aspirational ones.
On the standard platform, scalability is moderate on White Label, high on License and unlimited on Acquisition, with no QPS caps — see How scalable is the platform? and Do you impose any QPS limitations?.
Related: Hosting and infrastructure