Zend is IGN Entertainments Next Generation Platform Essay

Zend is IGN Entertainments Next Generation Platform - Essay Example From this discussion it is clear that it operated with Right Media’s optimization technology predicting where the ads will work best. The Exchange afforded buyers and sellers the opportunity to trade digital media on a common platform in a transparent setting. Because so many buyers and sellers come to view the digital products and transact openly, sellers are able to obtain the best price and buyers are able to gain the best value for their money on each transaction, because of the open auction process. Two years after its initial opening, the Exchange has grown tremendously to the point that it serviced a network of 19,000 advertisers and publishers transacting some 4 to 5 billion ads per day, and processing as much as 100,000 requests per second. This study highlights that the company needed to upgrade its service with a convenient and secure application that will interact with the exchange in post the ads, create the inventory, post bid and ask prices and contract the sale via auction, monitor and document the results, and otherwise assist in all the workings of the exchange. The initial foray of Right Media was to provide a Windows-based desktop application which, however, was unsuccessful in carrying out the desired tasks due to difficulty of maintenance, support issues, and frequent updating which customers resented. The firm therefore set out to find a rich web application that customers may use regardless of which platform they were standardized on, and which allowed for frequent updating without too much disruption. PHP 5 was not new to Right Media; in fact, it had initially employed it in its operations as early as 2004 during the creation of the web application as it had already been the standard in the industry. There were several reasons for this choice.