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The Objective
Development
Full stack
Integrations
Development and integration of improvements in high performance digital media.
the customer
The Objective is one of the most relevant digital media in the Hispanic panorama.
With millions of monthly readers and a constantly growing audience, it has established itself as an informative reference for its rigorous approach, its careful editorial design and its commitment to technological innovation in the digital environment.
the challenge
In October 2024, The Objective's digital product team presented us with a clear need: to reinforce their technical capacity to address a long list of improvements and integrations in their platform.
Their team required a new senior Full-Stack developer profile, able to integrate into their agile workflow and provide concrete and efficient solutions to the various technical challenges of a platform with very high traffic levels, performance requirements and complex monetization needs.
Their team required a new senior Full-Stack developer profile, able to integrate into their agile workflow and provide concrete and efficient solutions to the various technical challenges of a platform with very high traffic levels, performance requirements and complex monetization needs.
"You have worked together with The Objective's product and development team in an effective way to solve the daily problems of the newspaper as well as to optimize and create new products. As Product Manager I highly recommend your services, especially for publishers and e-commerce clients."
Ariana Basciani
The objective - Head of Product and Digital Strategy
our solution
The project was developed on a custom WordPress platform, with its own theme and a structure prepared to scale without compromising stability or performance. For this we formed a hybrid team with a full stack and a project manager that ensured planning, monitoring and delivery.
For a year we worked as an extension of their team, integrated into their tools and agile methodologies (Slack, Trello, GitHub), addressing frontend and backend developments and ensuring a continuous evolution of the project.
For a year we worked as an extension of their team, integrated into their tools and agile methodologies (Slack, Trello, GitHub), addressing frontend and backend developments and ensuring a continuous evolution of the project.
The main technologies include:
Frontend: HTML, SCSS, Vanilla JavaScript
Backend: PHP (WordPress core and custom theme), MySQL
Git repos: TO_Theme_2022 and TO_AMP_2023
Integrations: Stripe, Didomi, Marfeel, Opti Digital, GFK, Outbrain, Comscore, GTM, Teads, GA4, among others.
outstanding developments
Throughout this time, we have worked closely with The Objective's product and business team to execute key enhancements and evolutions:
Scalability and performance analysis: technical audits, optimization proposals, and platform evolution roadmap.
Evaluation of possible CMS migrations for future product phases.
Refactor and enhancements of code (front and back), database and infrastructure flows.
Integration of advertising, analytics and complex data systems, such as Outbrain, Comscore, GTM, GA4, Opti Digital, Teads or GFK.
Improved consent management (GDPR) through Didomi integration, ensuring compatibility with vendors such as Outbrain.
Marfeel Pass + Donations: system that eliminates advertisements to registered donor users, integrating login logic and role management.
Creation of an interactive online bookstore for the Elystone project, with a first book in digital format as branded content.
Infinite scroll (experiment): design and implementation of a new experience of continuous reading of articles.
HTML Mailchimp Template The NieTO newsletter.
Impact
Working with The Objective has had a direct impact on the medium's ability to continue to innovate and scale its editorial product without compromising performance or stability.
In addition to speed of execution and technical capacity, we have established a smooth, sustainable and mutually trusting partnership.
This case demonstrates how a leading media company can rely on an external team to continue growing without friction, with technical vision and business focus.
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