Production migration continuity
The client moved away from a terminating Xandr dependency while active operations continued.
Enterprise migration · advertising operations infrastructure
Migrating a large local media operation from Xandr onto Ad360 infrastructure
A mission-critical production migration from Xandr for a large US multi-market media operator with more than 10,000 advertisers and 50,000 creatives.
Client
Leading Nasdaq-Listed Media Company
Market
Local advertising and media
Operating profile
Large US multi-market media operator serving local advertisers at high operational object scale.
- Advertisers
- 10,000+
- Creatives
- 50,000+
- Active advertisers at start
- 5,000+
- Campaign setup workflow
- <1 min
Large object count, not unusually high spend, drove the operational complexity.
Creative handling, approval visibility, and delivery monitoring had to scale with the migration.
The migration began while thousands of advertisers were already operationally active.
A templated Ad360 Console workflow replaced a manual process that could take roughly 30 minutes.
01 / Context
Local advertising scale creates a different kind of complexity
The client operates across many local advertising markets. The spend profile was not the main challenge; the operational object count was.
Thousands of advertisers and tens of thousands of creatives create pressure on advertiser management, campaign orchestration, creative handling, pacing, workflow consistency, system load, and operational monitoring.
Object-scale operations
The platform had to support advertiser and creative counts that make manual campaign operations fragile.
Production continuity
The migration could not pause live operational work or introduce disruption into active client workflows.
02 / Migration and deployment
A production migration under hard timing constraints
The Xandr sunset created a fixed operational deadline. The client was effectively taking a significant infrastructure bet on Ad360 during an active production transition.
Ad360 executed the migration while establishing the surrounding operating model: monitoring, reporting, workflow tooling, and the engineering feedback loop needed to respond to friction during ramp-up.
03 / Workflow automation
Templated operations replaced manual campaign setup
A dedicated workflow was implemented inside the Ad360 Console for traffickers. Instead of manually building each operational object, the team uses a guided flow that standardizes creation, review, targeting, and campaign generation.
The workflow now takes less than one minute. Previously, the same setup could take roughly 30 minutes manually and introduced avoidable operational risk.
- 01
Single form intake
Traffickers provide campaign inputs through one controlled workflow.
- 02
Creative drop zone
Creative assets are drag-and-dropped into the operational setup.
- 03
Review and confirmation
The flow creates a checkpoint before operational objects are generated.
- 04
Advertiser creation
Advertiser setup is automated where the workflow requires it.
- 05
Campaign and line item generation
Campaign structure, line items, and setup rules are produced from the template.
- 06
Zip code targeting
Local targeting is applied through the workflow rather than rebuilt manually.
04 / Observability
Operational anomalies are surfaced before manual review
At this scale, manual spot checks are not enough. Ad360 surfaces operational anomalies across pacing, creative approvals, win rates, delivery behavior, and campaign health.
AI-based scoring is used in a narrow operational role: prioritizing anomalies and reducing noise across large event volumes. The purpose is not to replace operators, but to help them focus on the issues most likely to matter.
Pacing and delivery
Campaign health indicators are monitored so operational teams are not dependent on periodic reviews.
Creative approval visibility
Approval state can be treated as an operational signal rather than a hidden blocker.
Win-rate anomalies
Changes in auction behavior are elevated as part of health monitoring.
05 / Data infrastructure
Event-level data delivery into the client's AWS environment
The client-facing data specification describes event-level records delivered from the ad event pipeline into client-owned storage. Primary delivered datasets include auctions, impressions, clicks, and conversions, with raw and lightly enriched records available for downstream analytics.
For this deployment, the operating model emphasized pragmatic reporting and controls rather than unnecessary real-time theatre. The client's data team can progressively join datasets using shared identifiers, build analysis layers, and extend toward future billing automation. Ad360 also supports on-demand reporting and PDF generation per advertiser.
Data delivery path
Ad exchange auctions
Auction and bid request context
Ad360 trackers
Impression, click, conversion, and audience events
Kinesis stream
Event-level records from the ad event pipeline
Client-dedicated Firehose
Stream delivery into client-owned storage
Light enrichment
Raw records can be lightly enriched before delivery
Client-owned S3 bucket
Storage remains in the client environment
Raw data folder
Unmodified event records
Enriched data folder
Derived fields and supported context
Datasets
Auctions, impressions, clicks, conversions
Join model
Client-side joins using request_id
Storage shape
Raw and enriched records, time partitioned
06 / Scale and engineering
Object scale exposed infrastructure pressure and optimization opportunities
Latency was not framed as a formal requirement, but it was operationally critical. Degradation could affect win rates, spend, delivery, and continuity.
The migration exposed infrastructure frictions inside the ramp-up path. Ad360's engineering team responded by optimizing parts of the infrastructure and AWS usage, reducing infrastructure costs significantly while maintaining service quality.
System load
Advertiser and creative scale increased orchestration pressure across operational workflows.
Infrastructure adaptation
The team optimized during ramp-up rather than treating deployment as a static handoff.
Cost discipline
AWS usage was tuned materially while preserving production-grade behavior.
07 / Operational outcomes
The measurable change was operational leverage
The deployment improved the client's ability to operate at local advertising scale without multiplying manual work. The value is visible in workflow speed, visibility, consistency, and responsiveness rather than in unsupported headline KPIs.
08 / Partnership and future
From migration trust to ongoing operational collaboration
The relationship began with a time-sensitive production migration and evolved into close operational collaboration between teams.
As friction points are identified with the client, Ad360's operating principle is to automate what can reasonably be automated, roll improvements out quickly, and keep the platform aligned with real operational pressure.
Outcomes
Workflow compression
A manual setup process that could take roughly 30 minutes is now handled through a sub-minute templated workflow.
Operational visibility
Monitoring and anomaly surfacing reduced reliance on manual spot checks and delayed reporting.
Data team enablement
Event-level delivery into client-owned storage gave the data team raw and enriched datasets for reporting, analysis, controls, and future billing automation.
Engineering responsiveness
Infrastructure and AWS usage were optimized during ramp-up as real operational pressure became visible.
Want to discuss an operating model like this?
Talk to Ad360 engineering about deployment paths, integration constraints, and the execution systems behind these outcomes.