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Original research MIGRATING A LEGACY AD EXCHANGE TO A NEXT-GENERATION RTB BIDDER: A ZERO-REVENUE-DISRUPTION FRAMEWORK FOR LARGE-SCALE CTV PLATFORMSPages 1-8 Abstract
Most large scale CTV platforms still have ad exchanges that existed prior to OpenRTB and VAST protocols that its demand partners expect it to support. The legacy exchanges were usually developed internally before the emergence of programmatic buying or acquired with the platform and are typically lacking in terms of ad units support, adherence to industry protocol, and the ability of the exchange to be observable in real-time by the modern bidder. Migrating from such a system while the platform continues to sell its inventory is not a standard deployment procedure: traffic to auction cannot be paused mid-deployment and any disruption immediately affects its revenue, typically in just a few hours. This paper discusses how this sort of migration actually should be done: starting with pre-migration readiness assessment in terms of functional, performance, and observability parity; continuing with traffic mirroring where the bidder can work with live traffic in the shadow mode; and ending with phased cutover with automated health-check gates for traffic increments and rollback capabilities. This study also goes beyond the technicalities involved and into the organizational aspects of such a process, which are often underestimated but are just as important as the technical aspects. The framework's migration stages, KPI gate thresholds, and rollback mechanisms are validated through a discrete-event simulation study on synthetic exchange telemetry (Section 4.4). It can be used as guidance in similar cases by organizations.
Keywords:
Ad Exchange Migration, Real-Time Bidding, Zero-Downtime Deployment, Canary Release, CTV Advertising, Migration Governance.
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Sujan Kumar Reddy Challa 
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