Summary

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.

Services used:

• HTTP Caching
• Advertising Delivery Solution

Project Overview

BuySellAds started working with NetDNA in 2009, wanting to replace Amazon S3 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
• Provided access to the XML-RPC 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)