The project
Adsmovil is a Colombian company specializing in data and technology applied to the mobile industry and advertising. Adsmovil began operations in November 2010 and was founded by Alberto Pardo, the company's current CEO and President of the Colombian Chamber of Electronic Commerce, who has more than 15 years of experience in digital business. In February 2013, Adsmovil merged with Cisneros Interactive, a division of the Cisneros Organization focused on developing digital businesses for Hispanic audiences in the United States and Latin America.
Alberto Pardo, founder and president of Adsmovil, believes the company's successful expansion into other countries stems from the fact that its home market felt too small from the outset. The company is now well positioned in major markets such as Brazil, Mexico, Argentina, and the United States.
In 2018, the MMA Smarties Business Impact Index, developed by the Mobile Marketing Association to recognize mobile industry companies that generate the greatest impact through mobile device campaigns, ranked the Colombian platform Adsmovil as Latin America's leading technology provider.
“This recognition confirms our commitment to the industry through an efficient platform and integration with partners that guarantee transparency and security for brands when creating mobile advertising strategies,” said Alberto Pardo, CEO and founder of Adsmovil.
The challenge
Adsmovil had a content delivery and analytics solution for data collected from advertising processes on mobile devices, supported by a cloud computing provider. Its existing infrastructure holds a large volume of transactional business data that the company is interested in analyzing and using across different time horizons. For this reason, the Adsmovil team launched a project to migrate its entire solution to Google Cloud Platform, given its versatility in analyzing large volumes of information to support business decision-making. One of the major challenges involved in this decision is restructuring data ingestion and processing to enable real-time information analysis.
The solution
During the transformation of AdsMovil's solution to take advantage of Google Cloud Platform's benefits, Servinformación worked actively with AdsMovil's technical team to define the roadmap, reference architectures to support the different processes, strategic data pipelines, and the incorporation of best practices for the selected Google Cloud products.
Thanks to products such as Google AppEngine, Adsmovil deployed scalable backends that now handle transactional information ingestion from the digital business, originating in advertising applications on people's mobile devices. Pub/Sub was also used to ingest advertising information from mobile devices. In addition, Adsmovil created data pipelines that combine real-time and transactional information using Cloud Dataflow, ultimately establishing a Data Warehouse on Google BigQuery to support decision-making.
“Thanks to Google Cloud technology, Adsmovil and its technical team have begun a journey to establish a set of strategic projects that will enable them to harness the information generated by the business and undertake analytics initiatives. In the near future, these will include the use of Artificial Intelligence technologies to address the challenges facing the advertising industry in this era of digital transformation.”
Alejandro Leyva – Chief Data Officer at AdsMovil
