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·Engineering
TypeScript, Zig, Gleam: The Three-Language StackOne language for humans to read. One language for machines to execute. One language for systems to stay alive. This is our stack.·Infrastructure
The Advertising Company That Writes Database EnginesPeople ask why an advertising company builds its own database. The real question is why more of them do not.·Engineering
Tail Latency Is the Only Metric That MattersYour p50 is a lie. Your p99 is optimistic. We optimize for p999 because that is where revenue dies.·Tooling
Why We Chose Vite 7 Over EverythingWebpack is dead. Turbopack is not ready. Vite 7 with the Rolldown backend is the correct answer for 2026.·Ad Tech
Attention Metrics Will Replace Impressions and Clicks. Here Is Why.An impression that nobody sees is worthless. A click from a bot is worse than worthless. Attention is the only honest metric.·Tooling
Content Collections for a Technical Blog That Actually PerformsHow we use content-collections with TanStack Start to serve our engineering blog with zero client-side JavaScript for content.·Engineering
Observability at Nanosecond ResolutionMost observability tools add more latency than the bugs they help you find. We built our own.·Ad Tech
Why Every Ad Platform Wastes 80% of Its ComputeThe ad-tech industry runs on JVM bloat, Python inference, and architectures designed for organizational convenience rather than performance.·Infrastructure
The Unreasonable Effectiveness of io_uringio_uring changed what is possible in userspace I/O. Our database would not exist without it.·Regional
The Technical Challenges of Advertising in Southeast AsiaSix countries, twelve languages, wildly different network conditions, and regulatory frameworks that change quarterly. Welcome to SEA ad-tech.·Tooling
Type-Safe SQL Without an ORMORMs are a tax on performance and understanding. We wrote type-safe SQL queries using TypeScript's type system instead.·Tooling
Bun in Production: One Year LaterWe switched from Node to Bun for all our TypeScript services twelve months ago. Here is what broke and what got faster.·Ad Tech
Building Ad Dashboards That Load in Under One SecondOur advertisers see real-time campaign performance in 800ms. Their previous platform took 12 seconds. This is how.·Tooling
We Replaced ESLint with oxlint and Our CI Got 23x FasterLife is too short to wait for JavaScript tooling written in JavaScript.·Engineering
OTP Supervision Trees Are the Best Distributed Systems Primitive Nobody UsesEvery microservice framework reinvents OTP badly. We just use the real thing, in Gleam.·Ad Tech
Ad Fraud Detection in MicrosecondsMost fraud detection happens after the money is spent. Ours happens before the bid is placed.·Infrastructure
Memory-Mapped I/O for Time-Series Ad Datammap is not a database strategy. Unless you control the entire stack and know exactly what you are doing.·Tooling
TanStack Start in Production: The Good, the Fast, and the OpinionatedWe bet our marketing site and internal dashboards on TanStack Start. Here is our honest report after three months.·Ad Tech
The Third-Party Cookie Is Dead. Good. We Never Needed It.Contextual targeting powered by fast systems beats behavioral targeting powered by surveillance. Here is the math.·Infrastructure
Zero-Allocation HTTP Parsing in ZigOur HTTP parser allocates exactly zero bytes on the heap. Here is how and why that matters for ad serving.·Ad Tech
Creative Optimization with Type-Safe Ad TemplatesWe generate 10,000 ad creative variants per campaign using TypeScript's type system to guarantee every variant is valid.·Infrastructure
Why We Left Rust for ZigThe borrow checker is a marvel of engineering. It also tripled our iteration speed on database internals. We switched.·Infrastructure
Inside Our Storage Engine: A Zig Love LetterPage-aligned I/O, zero-copy reads, and an allocator strategy that would make your ORM cry.·Ad Tech
Programmatic Advertising Is a Systems Problem, Not a Marketing ProblemThe companies winning in ad-tech are not the ones with better algorithms. They are the ones with faster systems.·Engineering
The Cost of Every AbstractionWe measured the nanosecond cost of every abstraction in our stack. Most of them were not worth it.·Engineering
Gleam for Ad-Serving PipelinesErlang's concurrency model with a type system that does not make you want to quit programming. We run our bid orchestration on it.·Ad Tech
Real-Time Bidding at the Edge: Why Centralized Ad Servers Are DeadWe moved our bid engine to edge nodes across Southeast Asia. Latency dropped 73%. Win rates climbed.·Tooling
TypeScript Is the Only Frontend Language That MattersWe evaluated every compile-to-JS language. TypeScript won because the type system is a programming language unto itself.·Infrastructure
Zig comptime Is the Future of Systems ProgrammingGenerics solved at compile time with zero runtime cost. Every language that ships a runtime should be embarrassed.·Infrastructure
Why We Are Building Our Own DatabaseEvery database we tested added milliseconds we refused to accept. So we started writing our own in Zig.