Migration Playbook
Migration from a SaaS DSP/SSP stack to private programmatic infrastructure follows a five-phase framework: discovery and audit, architecture design, parallel traffic, production cutover, and optimization — with parallel-traffic validation always preceding any cutover.
Key Facts
- •Phase 1 — Discovery & Audit: stack review, partner mapping, data dependencies
- •Phase 2 — Architecture Design: topology, endpoints, integration sequencing, security
- •Phase 3 — Parallel Traffic: shadow routing, bid comparison, latency and fill validation
- •Phase 4 — Production Cutover: wave-based migration with monitored failback
- •Phase 5 — Optimization: demand tuning, auction optimization, sustained measurement
In Simple Terms
Migration is the part of every enterprise programmatic project that vendors gloss over. This page describes the framework we actually run, with operational realities, deployment ranges, and timelines included.
The Five Phases
Discovery & Audit
- •Current stack review — every DSP, SSP, exchange, DMP, and verification vendor in production
- •SSP/DSP mapping — seats, contracts, and renewal windows
- •Demand relationships — direct deals, PMPs, programmatic guaranteed agreements
- •Data dependencies — first-party data flows, identity providers, measurement vendors
Architecture Design
- •Network topology — region selection, peering, and bandwidth planning
- •Endpoint planning — bidder, exchange, and connector endpoints
- •Integration sequencing — which partners migrate first, second, third
- •Security model — segmentation, secret management, and audit logging
Parallel Traffic
- •Shadow routing — duplicate live bid requests to the new stack without serving
- •Bid comparison — compare bid prices, win rates, and creative behavior across stacks
- •Latency validation — confirm bid response times under real production load
- •Fill-rate validation — verify supply behavior matches expectations
Production Cutover
- •Traffic migration — wave-based cutover by geography, vertical, or partner
- •Monitoring — real-time dashboards on latency, fill, revenue, and error rates
- •Failback strategy — automated rollback paths if a wave underperforms
- •Operational readiness — runbooks, on-call rotations, escalation paths
Optimization Phase
- •Demand tuning — bidder configurations, throttling, and seat-level controls
- •Auction optimization — floor logic, deal prioritization, internal-first routing
- •Cost reduction — eliminating redundant intermediaries and rebated paths
- •Performance analysis — sustained measurement against pre-migration baselines
Expected Deployment Ranges
Three scopes of engagement, each with realistic timelines.
Pilot
60 – 90 days
1 DSP + 1 SSP + Clean Room. Goal: first revenue or measurable performance lift in a controlled scope.
Hybrid Deployment
4 – 6 months
Run private infrastructure in parallel with existing stack across selected partners and verticals.
Full Infrastructure Migration
9 – 18 months
Complete migration off legacy SaaS dependencies with internal demand orchestration and full data ownership.