How MGID Cut Developer Dependency Across Ad-Tech Operations With ToolJet?

MGID is a global advertising technology company that operates one of the world's leading native advertising platforms. Their internal teams, including support, programmatic, and business operations rely on a constantly evolving set of internal tools to manage CRM workflows, execute mass database actions, and interact with external partner APIs. With an engineering team focused on the core product, keeping those internal tools current and accessible was a persistent challenge.

MGID had previously used Retool for internal tooling. While functional, the cost of scaling licences and the relatively steeper learning curve made it difficult to put the platform in the hands of anyone beyond a small circle of technical developers. As the list of internal tool requests grew from support mass-actions to ad-partner API dashboards, the team began evaluating a more accessible alternative.

MGID's engineering team faced a recurring challenge where business and support teams needed to perform repetitive database operations and interact with external partner APIs, but had no safe, user-friendly interface to do so. Every request had to be routed through developers, who were already stretched thin building and maintaining the core product.

• The Mass Action Problem: Support staff needed to make bulk adjustments across client accounts in their CRM system. Without a self-service interface, they were forced to ask developers to run raw DB queries on their behalf — a slow, error-prone, and resource-intensive process.
• The UI Gap Problem: Whenever the engineering team shipped a new backend feature, a corresponding user interface was often out of scope. Useful capabilities sat unused for weeks because non-technical staff had no way to access them.
• Partner API Management: The programmatic team needed to manage white and blacklists with external ad partners via API. Without a dedicated UI, every change required developer involvement, limiting the team's ability to react quickly to campaign or partner changes.
• Reusability Gap: As the number of apps grew, the team found themselves duplicating JavaScript and SQL query logic across multiple applications, leaving no clean way to share business logic across apps.

MGID adopted ToolJet as their primary internal tooling platform, migrating existing Retool applications and building new ones to cover expanding use cases across support, business operations, and programmatic teams.

• Self-Service Mass Action Interfaces: ToolJet enabled MGID to create simple, secure UIs that allow support and business staff to perform bulk database updates themselves, without writing SQL or relying on developers. This freed up engineering time and dramatically sped up routine operations.
• Rapid UI Gap-Filling: Whenever a new backend feature was shipped without a corresponding UI, MGID's ToolJet builders could spin up a working interface within days. This ensured internal teams could access new capabilities immediately, without waiting for a formal front-end release cycle.
• Partner API Management Dashboards: The programmatic team now manages white and blacklists for external ad partners through a custom ToolJet interface connected to partner APIs. What previously required developer involvement is now a self-service operation for business managers.
• Reusable Workflow Automation: The team adopted ToolJet Workflows, a feature that lets developers chain JavaScript and SQL queries into a parameterised flow that can be triggered from any application. Instead of duplicating logic, a single Workflow can be called across multiple apps, keeping code consistent and maintenance lightweight.

ToolJet's adoption delivered measurable improvements across MGID's internal operations:

• 20 internal applications built and actively maintained across support and business teams.
• 4x growth in user base from 10 support-only users to 40+ users spanning multiple departments.
• Significant reduction in developer dependency for routine support operations and business workflows.
• Zero developer involvement required for partner API management and mass database actions, previously a persistent bottleneck.
• Faster feature access with new backend capabilities now accessible to internal teams within days of release, not weeks.
• Reusable Workflow logic has eliminated duplicated query code across apps, lowering maintenance overhead as the library grows.
• Successful migration from Retool with reduced tooling costs and broader team adoption.