I worked with a team to convert and optimize an ad-driven website Petside.com. Also, converted DinnerTool.com to Drupal 7. This involved some interesting work with site architecture specifically geared toward atomic cacheing on Akamai's CDN. I built a module to convert all blocks in the site to be able to be individually cached. This gave great flexibility in tuning the application load on the server infrastructure while still being able to serve specialized content to users.
** The two websites that I worked on here are now defunct. You can see an archived version of both at