Redesigning and Assessing Ad Technology Stack


A leading video streaming platform was growing at a breakneck pace and had a difficult time scaling to meet increased advertiser and user demands. Defining and executing a clear technology and organizational roadmap to scale the business for this new growth was critical.


Provided an objective review of the publisher’s core ad technology systems compared to commercial leaders and industry peers to guide roadmap and future planning efforts, including:
  • Provided a strategic assessment through in-person process and system discovery, functional and technical use case assessment, and end-user surveys across key stakeholder groups
  • Completed gap analysis of proprietary technology platforms and existing integrations
  • Defined and implemented a future state architecture including customer relationship management (CRM), order management systems (OMS), and BI and analytics, as well as cross-functional order-to-cash business processes
  • Completed multi-year, multi-platform technology redesign spanning requirements, vendor selection, design, configuration, testing, training and post-launch support


Created and executed an ad technology and organizational roadmap enabling significant growth across all operational functions, including:
  • Multiyear, multiplatform technology redesign spanning CRM, OMS, and BI
  • Revenue growth to over $1 billion in advertising revenue
  • Completed role-based end user training of all new processes and services for more than 200 users, ensuring new workflows launched with proper adoption
  • Tenfold increase in revenues and workloads over the next three years supported by the improved scalable technology stack