Transforming quality assurance for connected TV advertising

Client profile

The client is a pioneering force in the Connected TV (CTV) advertising landscape, providing a comprehensive platform for creating, managing, and tracking advertising campaigns across streaming services. Founded in 2020, they have rapidly emerged as a significant player in the digital advertising ecosystem, offering advertisers sophisticated tools for reaching streaming audiences effectively. Situational Context In today's rapidly evolving digital advertising landscape, ensuring platform reliability and performance is paramount for maintaining advertiser trust and campaign effectiveness. The client approached Saguna Consulting to establish robust quality assurance processes and team structures that would support their growing platform needs. Their requirements encompassed multiple critical areas:

• Development of comprehensive testing methodologies that would ensure platform stability and performance during high-traffic advertising periods, particularly during major streaming events when campaign management becomes critical.
• Integration of quality assurance processes that could effectively validate complex advertising data flows while maintaining the platform's ability to deliver real-time campaign insights and optimization capabilities.
• Creation of structured documentation and knowledge management systems to support ongoing platform development and feature enhancement while maintaining consistent quality standards across all platform components.

Key challenges

Quality assurance in advertising technology presents unique challenges due to the complex intersection of real-time data processing, campaign management, and performance optimization. Our initial assessment revealed several critical areas requiring immediate attention.

1. Integration and Performance Validation Our team identified multiple areas where systematic testing would be crucial for maintaining platform reliability:
   • The absence of documented requirements and user stories created significant obstacles in understanding the full scope of platform functionality, requiring our team to develop comprehensive testing scenarios from the ground up while ensuring no critical features were overlooked.
   • The complex nature of advertising campaign management demanded creation of test scenarios that could validate both individual features and their interactions across the entire platform ecosystem.
   • Real-time data processing requirements necessitated development of performance testing methodologies that could verify system behavior under various load conditions typically experienced during peak advertising periods.
   ‍
2. Knowledge Management and Process Development Establishing sustainable quality assurance processes required addressing fundamental organizational needs:
   • The lack of centralized knowledge management systems posed significant challenges for maintaining consistent testing standards and ensuring comprehensive coverage across all platform features.
   • Absence of standardized testing procedures made it difficult to maintain quality consistency across new feature deployments and platform updates.
     

Our solution

Drawing upon our extensive experience in quality assurance and testing services, we implemented a comprehensive solution that addressed both immediate testing needs and long-term quality assurance requirements.

• Created a comprehensive knowledge base incorporating detailed platform documentation, testing procedures, and best practices, supplemented with recorded video tutorials to facilitate rapid onboarding and consistent testing execution.
• Established a robust regression testing suite that serves as the foundation for both manual testing cycles and automated testing implementations, ensuring consistent quality across all platform updates and new feature deployments.
• Implemented detailed test case management systems that enable efficient tracking of testing coverage and results, while facilitating continuous improvement of testing methodologies.

Results

Our implementation delivered significant improvements across multiple key performance indicators, demonstrating the value of systematic quality assurance processes.

• Critical bug detection during release cycles prevented potential issues from reaching production environments, significantly improving platform stability and advertiser confidence in campaign management capabilities.
• Enhanced workflow efficiency through implementation of systematic testing procedures, resulting in more reliable feature deployments and reduced time-to-market for new platform capabilities.
• Implementation of comprehensive testing processes led to substantial improvements in user experience, with particular emphasis on ensuring smooth operation of critical advertising management functions.
  

Looking forward

The establishment of robust quality assurance processes and team structures has positioned the client for continued growth in the competitive Connected TV advertising market. As the platform continues to evolve and expand its capabilities, the implemented testing frameworks and processes provide a solid foundation for maintaining high quality standards while supporting rapid innovation and feature development.

The successful implementation of these quality assurance improvements demonstrates the potential for transformative impact when combining technical expertise with innovative testing solutions. As streaming advertising continues to evolve, the enhanced platform provides a reliable foundation for future growth and adaptation to new market demands.

Their distributed team made collaboration across time zones seamless. The expertise of the resources we worked with helped maintain steady progress and a reliable workflow.