ADTECH EVALUATION & IMPLEMENTATION
Vendor decisions get made on demos and reference calls, then get lived with for three to five years. The people running the evaluation are usually also the people who will have to operate the result, and they rarely have time to do both well.
I run the evaluation as an operator, not as a reseller. I have no referral relationship with any platform on your shortlist, which means the recommendation is allowed to be “keep what you have and fix the configuration” — an answer no vendor-affiliated consultant will ever give you.
Where a migration is genuinely warranted, I run it: hierarchy design, trafficking workflow rebuild, QA gates, cutover plan, and the team training that determines whether the new platform is actually used the way it was scoped.
You are probably here because
- An RFP is due and nobody has the bandwidth to write the requirements
- A GAM network has fifteen years of accumulated hierarchy nobody dares touch
- A contract is up for renewal and you have no leverage data
- A platform was bought last year and adoption stalled at the pilot
- Two systems now do the same job and neither can be switched off
HOW THE ENGAGEMENT RUNS
- 01
1. Requirements from the workflow
Requirements get written from how your team actually traffics, reports and troubleshoots — not from a feature matrix. Half of what ends up in a typical RFP is scoring capabilities nobody will use.
- 02
2. Structured evaluation
Weighted scorecard, scripted demos against your real use cases, reference calls with publishers of your shape, and a total cost model that includes integration and operating load, not just rev share.
- 03
3. Commercial support
Rate card benchmarking, minimum and term structure review, and the integration commitments that need to be in the contract rather than in an email from a sales engineer.
- 04
4. Implementation and adoption
Hierarchy and taxonomy design, trafficking SOPs, QA checklists, API reporting wiring, and hands-on training. Sunset planning for whatever the new platform replaces.
WHAT YOU GET
Scope covered
- RFP creation and vendor selection for ad servers, SSPs, DMPs, and viewability tools
- Google Ad Manager (GAM) administration, migration, and hierarchy restructuring
- AdTech contract review and negotiation support (rev share, minimums, integration requirements)
- New platform implementation: trafficking workflows, QA checklists, team training
- API-based reporting integration (GAM API, Prebid analytics, SSP reporting APIs)
- AdTech stack consolidation and legacy platform sunset planning