Extending a Japanese 1st-party ads system to the US market

01: BACKGROUND

1st-party ads, from Japan to the US

A 1st-party ads system running for the Japanese market was strategically slated for expansion into the US, to establish ad operations independent of 3rd-party ads. A Delta Quest member led the technical design and implementation as frontend lead.

02: CHALLENGE

Currencies, time zones, and per-market feature flags

Supporting different currencies and time zones, and managing feature flags per market, were the main technical challenges, all while continuing new feature development for the Japanese market and keeping the impact of the US rollout to a minimum.

03: APPROACH

Extend, don't rebuild: release behind flags

Rather than rebuilding, the existing system was extended so JP/US functionality could be switched flexibly. Feature flags kept each market's releases independent, allowing a controlled, staged launch. After launch, impact was measured through internal dashboards, Google Analytics, and user interviews, with continuous improvement via A/B testing.

stack: React · TypeScript · feature flag operations · A/B testing

04: RESULT

120% adoption, 200% ad revenue, JP development uninterrupted

Initial user adoption reached 120% of target and ad revenue 200% of forecast, while new feature development for the Japanese market continued in parallel with the successful US rollout.