Challenge
A large broadcast client faced an aging and disparate technology stack, varying operational processes, and merger integration complexity. Timing was critical to implement an optimized solution for the future.
Solution
Staffed a team of technical and advertising experts to:
- Defined a process and technology roadmap through collaboration and industry best practices
- Supported vendor selection and integration planning of the entire solution
- Helped the client migrate from legacy ad platforms to a consolidated technology stack
- Defined new improved processes, new roles and responsibilities, and process workflow across the pitch-to-pay lifecycle
- Implement the new ad stack, including ad server migration, order management, and yield solutions
- Support post-launch support and ongoing activities to ensure adoption
Outcome
Successfully migrated to best-of-breed OMS and ad server platforms via full-scale rollout and adoption, which included:
- Implementation of new technology and processes to seven separate brand portfolios in less than 12 months
- Migration of 30,000+ active campaign lines into the new platforms
- Management of business readiness for 300+ users, including role-based training, job aid creation, and adoption monitoring
- Optimization of ad tech platforms to industry best practices
Published March 9, 2020