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CASE STUDYSAAS / B2B SOFTWARE · ADTECH PLATFORM DEVOPS FOUNDATION

groweasy

A multi-tenant AdTech platform that optimises campaigns across Google, Amazon, and Facebook, with a Creative AI module, rules engine, and a Kubernetes DevOps foundation on AWS.

83Weeks operated
2k+Hours of work
3Engineers

The brief

Deliver a scalable, production-ready AdTech SaaS platform with a React-based frontend (including Creative AI and Rules Engine modules), migrate backend microservices from Elastic Beanstalk to Kubernetes on AWS EKS, and establish a full DevOps foundation (CI/CD, observability, security) capable of supporting a growing multi-tenant customer base across Google, Amazon, and Facebook advertising channels.

What we built

A production-grade AdTech platform ("Maino/Manthan") for managing and optimising advertising campaigns across Google Ads, Amazon Ads, and Facebook. The platform includes:

  • a React.js frontend with a full design system, Creative AI module (ad performance analysis, ML-driven recommendations, DoD graphs), Rules Engine with Firebase-backed state, Keyword Manager, and Real-time Reports
  • a microservices backend (bff, maino_analytics, orchestrator, reports-manager, celery, google-ads-insights, creative-studio, rules-engine, and others) on Kubernetes (AWS EKS)
  • full observability via EFK stack + Prometheus/Grafana/Alertmanager
  • event streaming via Kafka (MSK), RabbitMQ, and SQS
  • a data/ML layer with SageMaker, Redshift, RStudio, JupyterHub, and Databricks; and
  • SOC2 compliance infrastructure via Sprinto. Infra was migrated from Elastic Beanstalk to EKS over the engagement and continuously optimised for cost and availability.
⊛ Live in production

Production Kubernetes cluster on AWS EKS running 15+ microservices with automated CI/CD (Jenkins multibranch pipelines), EFK logging, Prometheus/Grafana/Alertmanager monitoring, Kafka/MSK event streaming, RDS (multi-AZ with read replicas), Redshift, SageMaker, RStudio/JupyterHub, WordPress (content/blog), and SOC2 compliance infrastructure via Sprinto. React frontend with Creative AI, Rules Engine, and Real-time Reports modules deployed. As of mid-2025, a cluster consolidation (prod→stage) cost optimisation is underway.

How it was built, phase by phase.

8 workstreams across 83 weeks of operated delivery

  1. (001)DEPLOY

    Production Kubernetes Infrastructure Setup

    End-to-end setup of AWS EKS clusters for both staging and production environments, including ingress controllers, node groups, namespaces, configmaps, and deployment manifests for a large microservices fleet.

    ✓ Multiple EKS clusters (staging and production) operational with ingress, TLS, domain routing.

    AWS EKSKubernetesHelmkubectlk9sLens
  2. (002)BUILD

    CI/CD Pipeline Engineering (Jenkins)

    Design and continuous improvement of Jenkins-based CI/CD pipelines for 20+ microservices, including multibranch pipelines, parameterised builds, GitHub webhook integration, Docker build optimisation.

    ✓ Fully automated CI/CD covering staging and production for all microservices; zero-downtime rolling deployments with GitHub commit ID traceability.

    JenkinsGitHub WebhooksDockerMultibranch PipelineArgoCD (explored)AWS ECR
  3. (003)STABILIZE

    Observability Stack (EFK + Prometheus/Grafana)

    Full observability layer deployment: EFK (Elasticsearch-Fluentd-Kibana) for container log aggregation, Prometheus + Grafana for metrics, Alertmanager + Slack/SNS for alerting, and Uptime Kuma for endpoint monitoring.

    ✓ Full-stack observability live on both staging and prod: log aggregation with rotation policies, custom Grafana dashboards.

    ElasticsearchFluentdKibanaPrometheusGrafanaAlertmanager
  4. (004)DEPLOY

    Microservices Fleet Deployment & Management

    Continuous deployment and lifecycle management of 15+ named microservices including maino, manthan, bff-revamp, celery, orchestrator, reports-manager, google-ads-insights, creative-studio, rules-engine, anushudan.

    ✓ Entire AdTech platform microservice fleet running on Kubernetes with individual CI/CD pipelines.

    KubernetesAWS EKSDockerJenkinsAWS RDSAWS Lambda
  5. (005)INTEGRATE

    Message Queue & Event Streaming Infrastructure

    Deployment and integration of RabbitMQ, Apache Kafka (self-hosted on K8s and AWS MSK), and SQS as the messaging backbone for async inter-service communication and ad-platform event pipelines.

    ✓ Multi-broker messaging layer operational: RabbitMQ for task queuing, Kafka (K8s-native then migrated to AWS MSK) for event streaming.

    RabbitMQApache KafkaAWS MSKAWS SQSVPC ConfigKubernetes
  6. (006)STABILIZE

    Security Hardening & SOC2 Compliance

    Systematic AWS security hardening and SOC2 compliance readiness via Sprinto: IAM policies, VPC security groups, NACL reviews, S3 KMS encryption, CloudTrail, GuardDuty, MFA, VPC flow logs, ECR encryption.

    ✓ SOC2 compliance checklist substantially completed via Sprinto; all S3 buckets encrypted, RDS moved to private subnets with VPC peering.

    AWS IAMAWS GuardDutyAWS CloudTrailAWS KMSVPC Flow LogsSprinto
  7. (007)BUILD

    React Frontend (Creative AI & Ad Management UI)

    React.js frontend rebuild for an AdTech dashboard: design system from scratch (components, theming, MobX state), Creative AI module (performance insights, recommendation flows, ad creative analysis).

    ✓ Full design system built from scratch; Creative AI module with performance graphs, recommendation flows, DoD views, and outlier detection.

    React JSMobXFirebase/FirestoreCSS ThemingNext.js (middleware/private routing)Facebook Auth
  8. (008)INTEGRATE

    Data & ML Infrastructure (SageMaker, Redshift, RStudio, JupyterHub)

    Setup and management of AWS SageMaker notebook instances, Redshift data warehouse, RStudio/JupyterHub multi-user data science environments.

    ✓ Multi-user data science workspace operational: SageMaker for model training, Redshift for warehousing ad analytics data.

    AWS SageMakerAWS RedshiftRStudioJupyterHubDatabricksAWS S3

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