Polymorph is a white label monetization platform, helping publishers to maximize their revenue, reduce costs and improve their advertising. Polymorph allows modern publishers to define their own branded ads, delivering their data to custom segments of users across devices. Moreover, it allows to manage and deliver campaigns from direct and indirect demand sources. It serves 15 000 sites & apps.
Polymorph’s technology includes a high-speed ad server, a self-serve interface, and server-side header bidding. This will make advertising easier for thousands of brands and will deliver more relevant ads to consumers — and quicker than typically possible because of Polymorph’s “much faster” client-side server.
In 2019 Walmart acquired the technology and assets of Polymorph Labs. The technology complements Walmart’s existing ad tech investments, including its omnichannel ad-targeting and measurement solution, and will allow it to later expand into new areas like real-time auctions across multiple pricing models (cost per click, cost per impression, and cost per conversion). At Walmart, Polymorph’s technology will allow advertisers to target segments based on shopping behavior.
Main company needs
Polymorph required external help with the transition between cloud providers. The task of migration consists of mandatory steps, thus including a data-migration plan, establishing KPIs and performance baselines. Also, Polymorph needed a framework to transit services to the container architecture. All the tasks, including monitoring, had to be performed by experienced tech specialists.