Platform Implementation & Migration
Migrating ad tech is never just a data export and import — it's campaigns, creative libraries, targeting rules, audience segments, and historical reporting all needing to move across ad servers, DSPs, SSPs, and analytics platforms without breaking anything a campaign manager relies on day to day. We plan and execute the full migration: mapping your existing setup, validating API connections on the receiving platform, and moving inventory, creatives, and audience data while keeping everything traceable back to its source. This is the project buyers most often underestimate — the switch itself is easy; keeping data integrity intact through it is where migrations go wrong.
We validate every migration in parallel before full cutover. For an ad server, that means building and testing the new setup on test pages and one site while live campaigns keep serving from the old server, then cutting over site by site and keeping the old server available for rollback. For a DSP or SSP, it means running small matched budgets or test deals on both and comparing delivery, reporting and billing before the legacy platform is retired. That's deliberate: the most common migration failure isn't the technical move itself, it's an ops team discovering weeks later that historical reporting doesn't reconcile, or that a targeting rule didn't carry over correctly. Our post-migration support window exists specifically to catch that kind of drift while it's still cheap to fix, not after it's shown up in a client-facing report.
Ad server, SSP, DSP and tag migrations planned, rebuilt and QA-checked so delivery keeps running.
How a migration is phased
The sequence is: audit and map the old setup, rebuild in batches, run QA in parallel, cut over in stages, then provide hypercare. Mapping comes first because years of ad units, key-values, line items and targeting rules usually include setups that no longer serve any campaign, and those should be retired, not migrated.
A digital media group's move to Google Ad Manager 360 followed this order, with a named support desk after each cutover. See also the ad server migration solution.
What gets mapped
The mapping covers ad units and placements, key-values, targeting rules, orders and line items, creatives, audience segments, reports, user permissions, tags on pages, API integrations and billing records. Each item gets an owner and a status of migrate, rebuild or retire, so nothing is moved by default.
What you provide and what you receive
You provide admin access to both platforms, a contact for each site or team, any documentation that exists, and the date by which the old platform must be retired. You receive the mapping sheet, a cutover schedule, the QA results from the parallel phase, a runbook for the new platform and the hypercare contact.
Next step: send counts of sites, ad units and active line items, plus the target retirement date. We will reply with a phased plan and the risks we see.
How an engagement runs
Audit and map
We inventory the old platform and mark each item as migrate, rebuild or retire.
Rebuild in batches
Orders, line items and settings are rebuilt in batches using naming rules your team can keep.
Parallel QA
We test rendering, targeting, pacing and reporting on the new setup while live campaigns keep serving.
Cut over and support
Cutover runs in stages, followed by a support window and a runbook for your team.
Frequently asked questions
How long does a typical migration take?
It depends on the complexity of your inventory, the number of active campaigns, and how much historical data needs to carry over — a single ad server switch looks very different from a full ad server plus DSP plus analytics migration. We scope the timeline up front based on your specific setup rather than quoting a generic number that won't hold.
What happens if something breaks during the cutover?
We validate the new setup in parallel before cutover and keep the old platform available for rollback until the new one is confirmed. If something surfaces after cutover, that is what the post-migration support window is for.
Will our historical reporting and billing data carry over accurately?
We validate that campaign history, delivery data and billing records map correctly to the new platform before we consider the migration complete. Where history cannot be moved, for example if a platform only allows exported reports, we say so in the migration plan instead of assuming it will carry over.
Which platforms do you have migration experience with, including GAM?
We work across the major ad servers, DSPs, SSPs, and analytics platforms publishers and agencies commonly run, including Google Ad Manager migrations. If you're moving to or from a specific platform, tell us which one and we'll confirm our experience with that exact combination before scoping the work.
Do we need to pause campaigns during the migration?
No. Live campaigns keep running on the existing platform while the new setup is built and validated. Cutover happens site by site or placement by placement on an agreed schedule, and any short tag-swap windows are planned with your team in advance.