Future-proofing ad sales: A modern architecture that ends vendor reliance

Our client, a leading media and entertainment company, operates one of the largest portfolios of film, television, and streaming properties. Its advertising and analytics teams support hundreds of global brands through advanced audience insights, sales strategy, and cross-platform campaign measurement.

The client needed to break free from heavy dependence on a single audience-measurement provider—a dependency that created high costs, rigid workflows, and limited negotiating power. Their legacy tooling was brittle, slow to update, and deeply intertwined with proprietary vendor data, making even small changes risky and time-consuming.

Compounding these issues, the business increasingly required rapid data delivery to empower sales, planning, and analytics teams to act immediately at any decision point. But the existing system couldn’t keep pace: slow refresh cycles and delayed updates meant teams were making high-impact decisions using stale or incomplete information.

After years of poor service, inflexible processes, and mounting pressure for faster, more responsive insights, the client sought a modern, provider-agnostic platform that they could fully control and maintain themselves, without sacrificing accuracy, speed, or the ability to react in real time.

Building on prior success modernizing another part of their data ecosystem, our team collaborated directly with planning, inventory, and data engineering teams to assess workflows, stabilize existing pipelines, and design a modern architecture that could scale, adapt, and be maintained internally.

Instead of patching an outdated, tightly-coupled codebase, Lumenalta rebuilt their core audience and forecasting tools—from long-term quarterly predictions to log-optimization workflows and upstream data pipelines—using a clean, modular, data-provider-agnostic architecture. Our engineers and ML specialists delivered maintainable, transparent, multi-currency systems powered by modern orchestration (AWS Step Functions, Argo) and standardized ingestion frameworks.

The result: the client now operates a modern, provider-agnostic platform capable of daily forecasting, rapid refresh cycles, and seamless data-provider changes—renewing flexibility, lowering risk, and strengthening their negotiating stance. What was once a weekly process now runs multiple times each day.