How to Switch Ad Servers Without Losing Revenue

Short answer: plan the move, run both ad servers side by side on a share of traffic, move campaigns in batches, check the numbers match, then switch fully.

1. Take stock

List every ad unit, placement, active campaign, advertiser, creative and report you rely on. Note which campaigns end soon, because those may not be worth moving.

2. Choose and set up

Pick your new ad server (our shortlists can help), then recreate your ad units and targeting. Ask the vendor what migration help is included. Some, such as AdButler, offer hands-on help.

3. Run both side by side

Put the new ad server's tags on a small share of pages, or one site, first. Compare impressions, clicks and fill rate against the old system for at least a week.

4. Move campaigns in batches

Move new campaigns first, then long-running ones as they renew. Keep the old ad server running until the last campaign moves, so nothing stops delivering.

5. Switch and clean up

When the numbers match, move the rest of your traffic, remove the old tags, and export the historical reports you need before the old account closes.

Common mistakes

• Switching everything on one day, with no time to compare numbers
• Forgetting newsletter and app placements, which often use different tags
• Not exporting old reports before the old account closes