Illumobile is changing the world of targeted media by turning local businesses into advertising partners. The company gives retail stores LCD screens and installs free wireless internet in exchange for rotating advertising space on the displays. Scores of Northern California businesses, including bakeries, markets, and gas stations, have taken up the offer, reaping the benefits of a well-targeted community partnership. Illumobile came to Monsoon with several infrastucture problems. First, the company needed a way to track when are where each ad was being displayed on its LCD displays. Second, the company needed a way for its advertisers to create ads, to buy custom ads, and to manage their ad spending. Behind Illumobile’s elegant web front-end and business model is Monsoon Company. We took Ruby on Rails, PHP, and a detailed understanding of how the website would work with the Vennue hardware to custom design both the deceivingly simple front-end and the streamlined back-end. For Illumobile, we designed a sophisticated dashboard that allows the company to manage the ad displays of each retail location. We integrated this application with Google Maps, giving the company graphical control center for the core of their business by allowing them to zoom in and out of their various business areas. We also built a detailed dashboard system for advertisers, allowing them to track detailed data about ad spending, placement, and spending. Unlike most outsourcing firms, Monsoon played a pivotal role in developing the business model of this startup from the ground up. Rather than just implementating a sheet of specs, we worked with the site’s founder to provide strategic consulting, linking the core attractiveness of the business to the appeal of its software. This attention to the details of the mechanics of Illumobile’s business helped to provide the foundation for the company’s success.