Programmatic Ad Tracking: Let the power of
Reactive Microservices do talking

Tech Triveni speaker Sumita Mudgil

Sumita Mudgil

Tech Lead

MIQ Digital

About Sumita Mudgil

Sumita is a developer by profession and passion. She believes when building systems for scale, efficiency, and performance which are sustainable. She has worked in different domains like telecom, e-commerce, digital marketing to name a few for over 8 years and currently leads the development team at MiQ which is responsible for handling complex integrations with different Demand Side Platforms and building applications.


We at MiQ bid for billions of impressions every day. This comes at a cost and many technical challenges. After the ad is served we need a mechanism to share insights with clients. We need an application to gather these insights on a periodic basis.

Building microservices is comparatively easy but the more difficult part is everything that happens between the services in distributed systems. That’s where orchestration frameworks like Kubernetes come to rescue. At the same time, microservices need t to minimize synchronous invocations for intra-microservices communications to ensure the best possible isolation. Instead, architects should consider using asynchronous communication between the services. This is why reactive libraries like the ones from the ReactiveX programming, the family has become so popular.

A well-written microservice is generally going to apply the principles of the reactive manifesto. One could assert that a microservices architecture is just an extension of the reactive manifesto that is geared towards web services. But there are related subjects of reactive programming and functional reactive programming which are related to the reactive manifesto. A system can be a reactive system and not use a reactive programming model. Reactive programming is often used to coordinate asynchronous calls to multiple services along with events and streams from clients.

Reactive microservices enabled us to keep the resource costs minimum with a highly scalable, efficient ecosystem. In this session, we dig deeper into the multiple aspects of the challenges, sneak peek with the architecture of the system that keeps delivering for our clients.

Share the talk