VeraViews - an end-to-end ecosystem for transparent advertising

VeraViews powers a transparent, secure ad ecosystem with integrated exchange, SSP, fraud protection, and video player.

Role

Senior Designer

Platform

Web platform

Industry

Ad Tech

Duration

4 years

VeraViews is a B2B digital advertising platform designed to deliver transparency, security, and performance-driven solutions in the online ad industry. Originally launched with a basic set of functionalities, the project has evolved over several years into a complex, scalable ecosystem — integrating campaign management, ad fraud prevention, real-time analytics, and verification tools.

Stage 1. Business Objectives

The primary business goal was to develop a reliable and verifiable ad delivery platform in a highly competitive and often opaque market. The project was conceived to address growing concerns about ad fraud, inefficient media buying, and the need for transparent reporting. Over time, VeraViews expanded from a straightforward ad-serving platform into a comprehensive ecosystem, capable of supporting complex, multi-layered advertising campaigns across different verticals and regions.

Stage 2. Design System & Scalability

To support the product’s growth and operational flexibility, I developed a modular, scalable design system from scratch. The system was designed to simplify scaling, support rapid iterations, and maintain a clean, consistent structure as the platform evolved.

Key highlights:

Created a custom icon set tailored to the product’s functionality and visual language.
Built all components with extensive customization options, enabling quick adjustments and adaptations for different use cases and client requirements.
Implemented a design token-based framework to centralize control over colors, typography, spacing, and states.
Ensured the system supported fast iterations and allowed product teams to efficiently test and roll out new features without rebuilding the UI structure.

This flexible, well-documented system helped speed up collaboration with developers and made it easy to scale the product as new modules and integrations were introduced.

Stage 1. Business Objectives

Stage 2. Design System & Scalability

Key highlights:

Created a custom icon set tailored to the product’s functionality and visual language.
Built all components with extensive customization options, enabling quick adjustments and adaptations for different use cases and client requirements.
Implemented a design token-based framework to centralize control over colors, typography, spacing, and states.
Ensured the system supported fast iterations and allowed product teams to efficiently test and roll out new features without rebuilding the UI structure.

This flexible, well-documented system helped speed up collaboration with developers and made it easy to scale the product as new modules and integrations were introduced.

Stage 3. Product Structure & Complexity

As a B2B solution, VeraViews features a deeply interconnected structure with multiple functional modules, including:

Inventory management
Fraud detection dashboards
Campaign reporting tools
Various analytics and verification tools etc

The design process involved:

Carefully mapping out complex dependencies between modules
Creating intuitive, efficient user flows that minimized cognitive load for enterprise clients
Supporting advanced customization options within the platform’s interface

An additional challenge was the need to continuously adapt to new market opportunities and feature ideas identified by the project’s founders. As the online advertising landscape evolved, the team frequently introduced new functionalities and capabilities that had to be seamlessly integrated into the existing system.

At the same time, it was crucial to:

Preserve the system’s overall consistency and visual integrity
Ensure each new feature blended naturally into the existing ecosystem
Maintain a clear and coherent user experience, even as platform complexity increased

This approach allowed VeraViews to stay flexible and competitive in a dynamic, rapidly shifting market while providing enterprise clients with a reliable, intuitive, and scalable toolset.

Stage 4. Adoption & Industry Recognition

Thanks to its verifiable, blockchain-supported advertising model, VeraViews quickly gained traction in the digital advertising space, securing dozens of successful integrations with partners and ad networks. Notably, the platform was selected as a pilot technology for an official government project in the UAE, focused on combating ad fraud in state-funded advertising campaigns — a significant validation of the platform’s credibility and technical robustness.

Conclusion

Despite intense competition in the digital advertising industry, VeraViews has successfully established itself as a trusted, transparent solution for enterprise clients, combining technical innovation with measurable business outcomes.

The platform continues to evolve and expand, regularly introducing new modules and features in response to market demands and client feedback. Thanks to the flexible, scalable design system and modular product structure developed during earlier stages, the team is now able to:

Add new functionalities quickly and efficiently
Reduce development and design time for feature rollouts
Minimize operational costs associated with UI/UX updates and system maintenance
Easily adapt the product to new use cases and integration opportunities

This approach has effectively transformed VeraViews into a dynamic, constructor-like ecosystem, where new components and services can be seamlessly integrated without disrupting the platform’s integrity or user experience.

As a result, the product has not only maintained its market position but continues to gain traction — including being selected for a government-backed pilot project in the UAE, aimed at combating advertising fraud in state-funded digital campaigns.

Conclusion

Add new functionalities quickly and efficiently
Reduce development and design time for feature rollouts
Minimize operational costs associated with UI/UX updates and system maintenance
Easily adapt the product to new use cases and integration opportunities