Best practices for migrating to a new programmatic platform


Are you considering transitioning from your existing DSP to a new DSP?

If so, you’re not alone.

There are various factors that drive marketing professionals to this consideration, such as changes in business needs or overall dissatisfaction with existing platforms. Not to mention, 56% of marketing professionals cited the proliferation of different vendors/partners to evaluate and manage is a top challenge in the programmatic space. Whatever your driver may be, it can be a daunting task to explore this type of change.

If you want to ensure a seamless transition between programmatic platforms, here are a few best practices you should follow:

Gain internal alignment

Establishing internal alignment across both your tactical team members as well as company executives is crucial to any new implementation. Ensure that all stakeholders, including practitioners, understand the need for change and support the new alternative.

Do your homework

Audit your existing programmatic platform integrations and identify the components that are critical to migrate to the new platform. Here are some things to consider as you conduct your audit related to your existing programmatic platform:

  • How much custom work has been completed?
  • Which internal systems, if any, have been integrated?
  • What other partners are integrated into your current tech stack (ex: data onboarding partners)?
  • What volume of advertisers and/or campaigns are currently live and what are the run dates?

Create open lines of communication

Communicate, in detail, all of the requirements needed for transition to both your new programmatic platform of choice as well as any current and/or future tech vendors. Gaining a common understanding amongst all parties will ensure your needs are met.

Put some onus on the vendors!

New and existing partners should support your desired outcomes by working together to ensure compatibility. And provide you with scoping requirement for integrations, when needed. This step is crucial to a seamless transition as it creates alignment between your current tech stack partners and your new programmatic platform.