Govern the transition daily
Created a milestone-led transition plan covering recruitment, documentation, knowledge transfer, readiness, and service-risk monitoring.
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Case study 04 · Ad Operations
Building a 24/5 Global Ad Operations Hub
A 75-FTE transition from nearshore delivery to a standardized global model.
North American ad operations were transitioned from Canada to India through phased knowledge transfer, recruitment, process standardization, quality governance, and automation—while preserving service continuity.
75FTE transitioned
24/5global coverage
2QA workflows automated
1central delivery hub
The operating problem behind the symptoms.
An acquired ad-tech operation remained organizationally and operationally separate from its parent company. Billing, campaign execution, reporting, and quality were fragmented, while service coverage was limited to North American business hours. The mandate was to transition the work, lower operating cost, and create a scalable global hub without interrupting delivery.
- Fragmented ownership across parent and acquired organizations.
- Limited time-zone coverage and inconsistent processes.
- No common quality framework or automation backbone.
A practical transformation sequence.
The work was organized around a small number of operating choices that could be governed, measured, and repeated—not a collection of disconnected initiatives.
Transfer knowledge progressively
Moved work in controlled waves, supported by process documentation, shadowing, validation, and contingency coverage.
Standardize the operating model
Centralized campaign setup, QA, client servicing, performance measures, escalation, and global shift coverage.
Automate quality checks
Implemented campaign-data validation, creative-specification checks, and automated screenshots for faster client approvals.
What changed in the day-to-day model.
Before
- Nearshore, EST-centric coverage
- Fragmented workflows
- Manual campaign and creative QA
After
- 24/5 global hub
- Standardized delivery
- Automated validation and evidence
Results that connect to the intervention.
Global coverage
The new hub supported advertiser and partner needs across time zones with a 24/5 delivery model.
Lower-cost, consistent execution
Centralized ownership and standardized workflows reduced fragmentation and improved operational control.
A scalable foundation
Quality governance and automation created an operating backbone designed for future advertising growth.
What made the change durable.
- Large transitions need daily operational governance, not periodic status reporting.
- Knowledge transfer is complete only when the receiving team can perform and recover independently.
- Standardization should precede automation.