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May 14, 2018 8:00:00 AM

Programmatic Managers: How to monitor the migration of your business to a new platform

Publishers need to build the most competitive stack in order to capture and diversify demand sources and maximize their programmatic sales and holistic revenue. They may investigate adding or replacing a monetization partner and may also take the decision to switch ad servers.

Besides the critical, technical and time-consuming aspects to ensure the best setup possible, they will need to prepare and monitor their migration from a commercial standpoint, making sure that they are not leaving some budget on the side of the road.

Moving from one SSP to the other or migrating their primary SSP will likely raise a few questions about their demand ecosystem:

  • “Will I find the same demand in my new SSP?”
  • “How can I make sure that my buyers and advertisers are transferring their budget and that I don’t end up losing revenue?”
  • “Will I get new demand from this move?”

In this post, we’ll show you how publishers can 1/ prepare and 2/ monitor their SSP migration by leveraging both SSP and market data.

1/ PREPARE FOR YOUR SSP MIGRATION

SSPs can end up having dissimilar sources of demand or differently distributed demand: a buyer may have a big share of the AppNexus revenue and a much smaller one in AdX.

The first question that may arise is how to identify the strongest players in your new SSP to make the best of your new integration and maximize the demand potential? You may need to involve your new SSP team to help you identify their strongest demand but to avoid time-consuming iterations, we believe it’s always efficient to use already-available market data. :)

Maybe you have this info already, but if you don’t, running a report on your new SSP in MarketWatch, the Adomik market pulse tool, will help you detect which buyers are exclusive to your new SSP...

programmatic-SSP-in-your-stack

Source: Adomik MarketWatch

 … and which are simply stronger demand you should focus your efforts on.

tables-mapping-demand-ecosystem

 Source: Adomik MarketWatch

You will also need to contact all your existing buyers to map their seats across SSPs and migrate your deals. That is something to plan ahead of your migration.

To save you some time and effort, Adomik can provide tables mapping your demand ecosystem (buyers and advertisers) through your stack, so you can identify ahead of your migration which buyer seat you should be setting your deals with in your new SSP. If any of your existing demand is missing in your new SSP, you’ll also be able to spot it in the Adomik mapping tables.

Screen Shot 2018-05-11 at 11.57.47

Source: Adomik Crossview 

2/ MONITOR YOUR MOVE

Once your migration has started and your traffic starts flowing in your new SSP ✌, you will need to monitor your demand’s budget transfers and make sure that you don’t end up missing revenue.

STEP 1 - Check your SSP progress

To monitor your migration, you will need data covering all your SSPs. Either you can do that by extracting csvs from all your SSPs and merging them..

 the-walking-dead-rick-dead

...or via Adomik you can simply run a Crossview Report. You need to monitor Revenue, Prices, and Volume.

Revenue: Have you fully recovered your revenue? Where does the loss in revenue come from?

loss-in-revenue

Source: Adomik Crossview 

CPM: Is your new SSP CPM in line with / better than the previous one?

Different floor-pricing strategies, different SSP auction liquidity (bid density) and even auction-mechanisms can affect your CPM. You’ll be able to spot it in the Adomik UI and modify the trend through floor pricing if needed.

CPM-analysis

Source: Adomik Crossview 

Volume: Are you selling as many impressions as you used to?

volume-analysis

Source: Adomik Crossview 

Monitoring Volume trends will help you spot potential technical issues.

STEP 2 - Dive deeper and investigate on more granular supply dimensions

We recommend checking your revenue transfers by format, ad slot, transaction types and geo to make sure every inventory dimension is picking up in revenue, CPM and Volume. Again, for this step you will need granular holistic data, allowing you to filter key metrics by formats, ad slots etc. The Adomik dashboard will help you detect which parts of your inventory are not successfully migrated yet thanks to the ecosystem charts that summarize the performance of supply dimensions across the stack.

ecosystem-chart

Source: Adomik Crossview 

STEP 3 - Monitor Demand

Last but not least, you need to monitor the migration from a demand standpoint: at buyer and brand levels.

Again, this time you will need holistic data, broken down by buyers and brands. In this step, it’s critical to know which buyers from your old SSP and which in the new SSPs. This is where you can reuse the mapping tables you had when preparing to migrate.

In Adomik, the mapping is 100% automated and our Crossview tool helps you detect, at a glance, campaigns that are not properly transitioned yet as well as  buyers you should engage with.

mapping-tables

Source: Adomik Crossview 

This will also help you identify the “cheap routes” to your inventory that your additional SSP may have created for your buyers, now enabled to buy the same impression at a lower price. For instance a campaign buying more impressions with a lower CPM in OpenX compared with Improve.

campaign-with-lower-impressions

Source: Adomik Crossview 

But this will also help you discover new buyers generating revenue on your inventory thanks to your migration!

new-buyers-generating-revenue

Source: Adomik Crossview 

3/ MAKE THE BEST OF YOUR NEW SSP PARTNER

You’ve made it!

you-have-made-it

After your migration is complete, what matters is how you’re performing on this new SSP. You can monitor this using MarketWatch to benchmark your performance against the programmatic market and collect PMP leads for your sales team. Run a report on your new SSP to identify campaigns that are growing on the market but underspending or absent from your inventory.

If you find this use case part of your day to day routine,

Get Started with Adomik

We would love to make your life easier, by saving you time and letting you focus on maximizing your programmatic sales using this insightful data.

If you’d like to hear more about discovering deal opportunities in Market Watch, have a look at our latest PMP blog post ;)

Topics: programmatic managers, business migration, add monetization partner, switch adserver

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If you are a programmatic seller looking to:

  • Have a unified understanding of your stack
  • Increase your revenue by up to 30%+
  • Better leverage private marketplaces
  • Maximize your header bidding channel

Reach out to us, we can help. Click below to get in touch. We look forward to hearing from you.

Schedule Your Demo

If you are a programmatic seller looking to:

  • Have a unified understanding of your stack
  • Increase your revenue by up to 30%+
  • Better leverage private marketplaces
  • Maximize your header bidding channel

Reach out to us, we can help. Click below to get in touch. We look forward to hearing from you.

Schedule Your Demo