I feel you bro. It is definitely complicated. I've got a few gray strands to prove it whilst developing Trafficspaces (a SaaS ad manager). It started as a hobb

I feel you bro. It is definitely complicated. I've got a few gray strands to prove it whilst developing Trafficspaces (a SaaS ad manager). It started as a hobby but once I got into it, I got sucked in by the challenge of simplifying all that complexity. For most people, the adserver is just the UI. The complex calculations, ad targeting, and scalability issues are just abstracted away into the abyss. Then there are those heidenbugs that occur at a frequency of 1 in a billion transactions, which can consume your entire weekend! Grrrh! I kinda feel sorry for OpenX though. Their codebase is probably unmanagable by now. I'm sure their devs wish they could just throw it all away and start afresh.