Custom Software

Tracking your brand’s mentions across the web in real time

  • Product Concept
  • Brand Identity
  • UX Design
  • Front-end Development
  • Back-end Development

Decision to build our own product

The primary goal was to develop a media monitoring software for global market. Mediatoolkit started as a tool that could predict viral news and was initially built for reporters and journalists. Due to the needs of the market and a better product-market fit with brand owners and managers, we decided to transform it into a media monitoring tool.

Media monitoring must-haves

  • Complete – track as many available online news sources as possible
  • Fast – new mentions must be found and delivered in real time
  • 100% uptime – tracking for new mentions and serving them to clients must be running 24/7




Optimizing infrastructure for global domination

Global market demand implies that collected data size will be large and ever-growing, that users all around the world will be using the tool simultaneously, and that the number of people who’ll sell the software will grow a lot.

Along with those requirements, we had to keep the price of infrastructure relatively low. In media monitoring world, top players are using between 1000 and 5000 servers to run their business. Budget for Mediatoolkit’s infrastructure wasn’t high enough to use that number of servers, which meant that we had to really keep an eye on available resources while we developed the system and fully optimize every algorithm we wrote.


Development cycles

From the production aspect, we implemented a full development cycle into the process. It consisted of these 7 aspects:

  • Setting up requirements
  • Wireframing the solution
  • Design
  • Development
  • Integration
  • Testing
  • Maintenance


User testing every step of the way

Full cycle was implemented into the process of making the Mediatoolkit web tool, and we validated our decisions by setting up user behaviour tracking. After that, we had the data needed to make decisions on how to improve parts of the tool that weren’t received well by the users. In a few iterations and in incremental fashion, we managed to be perceived as the most “eye-pleasing” and “easy to use” tool in the market by our clients.

A large number of technologies were appropriately used in the final solution:

  • Java
  • PHP
  • JS
  • Mongo
  • Redis
  • Spring
  • MySQL
  • RocksDB

The entire solution is divided into microservices to simplify maintenance and upgrades. Some of those services include proprietary data collector service, mention filtering service, alerting service, reporting service, API service, web service.

In addition to all that, Android and iOS mobile apps, as well as integrations with various CRMs were created for account managers working on selling the tool.


Global expansion

Mediatoolkit is now a global media monitoring service with clients from more than 50 countries. On a daily basis, it collects and processes more than 75 million new mentions. It can scale on a global level and also provide detailed monitoring for specific markets with minimal effort from the product team. The number of administrative actions towards users in Mediatoolkit is reduced to minimum due to extensive implementation of automatization, so it can scale without additional human workforce.

Mediatoolkit now has clients that are choosing it over top global players in the market, and it is running on just 30 servers, which costs less than 1000-5000 servers on which competitors are running their systems, but achieves the same level of quality because of extensive software optimization.


Visit and see how this monitoring tool tracks online mentions in real time!

Scope of work

  • Competitive Landscape Research
  • User Research
  • Ideation
  • Product-market Fit
  • Persona Development
  • Product Concept
  • User Experience
  • Product Roadmapping
  • Prototyping
  • Art Direction
  • Digital Identity
  • Visual Moodboards
  • UI Design
Technology Used
  • PHP
  • Javascript
  • Java
  • Spring
  • MongoDB
  • Redis
  • MySQL
  • RocksDB
  • Python
  • Nginx
  • Usability Testing
  • Performance Testing
  • Functionality Testing
  • Integration Testing
  • Security Testing