Challenge: Implementing & Integrating New Ad-Serving Platforms
A large media organization was adopting a new sales approach so that it could sell digital advertising across multiple properties, including 40+ sites. The organization’s goal was to achieve greater efficiency and effectiveness in its digital advertising operations by integrating sales across all verticals and channels.
The transformation of the digital advertising ecosystem also included:
- Implementing a new order management system (OMS)
- Redesigning the product taxonomy to align with cross-property initiatives
To fulfill these objectives, the company needed to migrate all of its sites from legacy DART ad serving platforms to Doubleclick for Publishers Premium (DFP-P) and Google Publisher Tags (GPT) in a very condensed timeframe.
Because the company operated multiple DART networks and needed to convert onto a single instance of DFP Premium, auto-upgrade scripts provided by Google could not be used. All properties had to be manually re-implemented – a potentially daunting task involving considerable risk.
Solution: Stakeholder Engagement & a Multi-Dimensional Approach
The Infinitive team of digital ad experts collaborated with key business stakeholders and software vendors to develop a 12-month roadmap for technology and process implementation across the organization. This rolling migration approach allowed for groups of sites to transition together based on sales strategy and organizational structure.
The project team focused on process redesign for specific groups, especially where technology deployments offered the most significant opportunities for performance improvement or where they generated organizational changes around the order-to-cash workflow.
This coordinated approach was critical as the ad server migration occurred in parallel with a new OMS implementation. There was ample opportunity for product taxonomy redesign and tighter integration between the two systems. Additionally, some business units completed a site retagging effort using GPT.
Because the solution was multi-dimensional, the Infinitive team was comprised of technical experts in ad serving, order management and yield optimization, as well as highly-skilled program management and project management resources. The project started with broad-based engagement and communication with stakeholders about timing and expectations, followed by individual planning sessions to assign clear ownership and deliverables within individual business units.
Key recommendations were presented at the start of the project to ensure the approach was clear and the solution was consistent throughout the migration lifecycle. Close coordination with multiple technology vendors also helped identify and mitigate risks before they became bottlenecks.
Results: More Granular Targeting & an Improved Ad Experience
The use of GPT delivered immediate benefits by providing new capabilities to the sales team. Those capabilities included:
- Cross-property ad sales
- More granular levels of targeting
- Support for responsive design websites
- More efficient page-loads
As disparate DART networks were consolidated into a single instance of DFP-P, the company realized significant operational efficiencies in workflow.
New sales opportunities created by the taxonomy redesign brought additional value to the organization and empowered sales teams to increase their portfolio of available products. Efficiencies gained in serving roadblocks via GPT led to fewer discrepancies and helped to reduce revenue loss.
Overall, the company has transformed its digital ad sales operation and environment in line with its goals of increased revenue, higher productivity and greater efficiency.