Challenge
SocialLocation, a US based start-up, sought to revolutionize digital advertising by eliminating reliance on cookies and mobile IDs while maintaining ad relevance. Traditional targeting methods depended on tracking users’ online behaviour to build profiles and serve relevant ads. However, with increasing privacy concerns and the potential deprecation of cookies, there was a clear need for a more privacy-conscious yet effective solution. SocialLocation envisioned a geo-contextual targeting platform that would leverage social media data to categorize users based on their interests and location, allowing advertisers to make informed decisions about where to focus their ad spend. With a clear vision but no development partner, they needed a software team to bring the concept to life.
Solution
SocialLocation was introduced to Appliscale, who quickly became a trusted partner in refining and executing the idea. The Appliscale team worked closely with SocialLocation to define the project scope, cost structure, and expected deliverables, ultimately developing a proof of concept. Built entirely on AWS, the PoC leveraged a fully serverless architecture for scalability and cost efficiency, using AWS Lambda for compute and DynamoDB for storage. Tweets were ingested in real-time, processed through Lambda, and stored in DynamoDB, enabling efficient data retrieval and analysis. The system categorized neighborhoods into behavioral taxonomies—such as coffee enthusiasts, fitness-focused individuals, or nightlife seekers—by analyzing user-generated content. This allowed advertisers to see, for example, that 90% of a neighborhood in Baltimore engaged with Starbucks, helping brands either reinforce their presence or disrupt competitors. The PoC provided a powerful visual and data-driven narrative, enabling the client to showcase the platform’s innovative potential during two successful investor roadshows.
Results
The PoC was very successful, generating strong investor interest and demonstrating the power of geo-contextual targeting without reliance on cookies or mobile IDs. Appliscale’s deep technical expertise and strategic approach to rapid MVP development enabled the execution of a scalable, data-driven solution. Through close collaboration, Appliscale transformed SocialLocation’s vision into a polished, investor-ready product within just six months, providing a strong foundation for future growth and adoption.
Client Feedback
Having spent 15+ years in the Adtech space, I certainly saw the need for a Geo-Contextual model to help offset user privacy concerns. I felt that I had a really good vision of the business model, yet I didn't know what software development company to use in transforming my vision to reality. A mentor of mine recommended Appliscale, from the great work that they had done for him in the past. It turned out to be a great suggestion and I was overwhelmed at the level of professionalism, the results of the delivered proof of concept (POC) and their commitment to remain in place, offering to take part in any investor calls to better explain the behind the scenes technology that was used. A great company that I would recommend for anyone looking for outstanding offshore engineers.