Retail Media Platform Migration: How Topsort Handles the Move

Retail media platform migration is the process of moving an existing advertising program to new infrastructure while carrying forward its campaign data, advertiser accounts and operational requirements. For enterprise retailers and marketplaces, that includes campaign history, remaining budgets, bids, product selections, account access and reporting.

The examples below cover six parts of Topsort’s retail media platform migrations with Magalu and Falabella: defining the scope, mapping source data, validating records, rehearsing the transition, coordinating the cutover and applying lessons across markets. The details reflect the requirements and approach used in each case.

1. Define the retail media migration scope

The first step is to establish what exists, how it is represented, and what needs to remain usable after the transition.

For Magalu, migration ran alongside integration. Magalu provided an endpoint through which Topsort could retrieve campaign configurations and performance metrics for historical, active, and scheduled campaigns. Topsort used a sample to understand the source data and build the mapping into its own campaign structure.

For Falabella, the scope covered campaign history and performance records alongside remaining budgets, manual bids, vendor associations, product information, and campaign settings across country operations.

This work defines the migration’s validation requirements. A campaign record needs the correct owner, budget, status, and product configuration. Historical metrics need to remain available in the context advertisers use to understand performance.

2. Map campaign data and build migration tooling

In these migrations, Topsort used tooling to translate campaign configurations and performance records into its own data structure.

For Magalu, this took the form of an adapter: a translator for campaign setup and metrics. The team automated campaign copying so it could be rerun without creating duplicate campaigns.

Falabella’s tooling supported processing in the background, logging failures, and rerunning selected subsets of data. When validation identified an exception, the team could investigate and repeat the affected portion without restarting the entire migration.

These capabilities make corrections manageable. They allow teams to trace discrepancies, adjust the mapping, and validate the resulting records before production.

3. Validate campaign history, budgets and live data

Historical records and active campaigns require different handling. Older records can be validated against a stable source, while live campaigns continue to accumulate spend and change status.

For Magalu, Topsort established a historical cutoff, migrated the campaigns and metrics before that point, and asked Magalu to verify the results. The remaining active and scheduled campaign data was transferred during the planned cutover.

This separated historical validation from the final synchronization of operational data. Vendor balances, campaign budgets, and spend were transferred from the frozen source records during the switch.

For Falabella, Topsort expanded the use of DataRoom so the retailer could inspect intermediate migration records and compare them with source data before they were written into production. This supported validation beyond checking campaigns individually through the interface.

Shared validation gave the retailer visibility into how its program was being represented on Topsort.

4. Test the migration and rehearse the cutover

Testing needs to cover both the mapped data and the sequence of actions required to switch systems.

For Falabella, the teams began with a limited dataset in a sandbox, expanded to selected vendors, and then completed a full migration rehearsal. Validation determined when the process was ready for a broader scope.

Testing and the initial market rollout surfaced missing vendors, campaign-type mismatches, incorrectly created campaigns, and inconsistent source records. Those findings informed stronger checks around budget types, vendor selection, and the distinction between product records and actual bids.

Separate sandbox and staging environments kept migration testing independent of other integration work.

The rehearsals tested the sequence for the production transition. Findings from the initial rollout also informed improvements for subsequent markets.

5. Coordinate the platform cutover and advertiser access

For Magalu, the production switch brought together final data synchronization, ad-request routing and advertiser access.

For Magalu, the teams scheduled an off-hours window during which the existing system was unavailable for new campaigns and data changes. Topsort used that stable record to transfer current and scheduled campaigns, vendor balances, budgets, and spend.

Magalu then redirected its ad requests to Topsort. An SSO connection established during integration allowed vendors to access their accounts with historical records available, active campaigns in place, and scheduled campaigns transferred.

For Falabella, the production transition included synchronizing the final data changes and latest campaign-status snapshot before completing the cutover.

The scope of the switch therefore extended beyond moving data: advertisers also needed access to the migrated program.

6. Repeat the migration across country operations

Multi-market migrations require a process that can incorporate what each rollout reveals.

For Falabella, Topsort applied lessons from the initial market to subsequent transitions. A shared Snowflake account simplified the transfer of updated source tables, while DataRoom supported inspection and reconciliation before production.

The resulting process brought source-data sharing, mapped-record inspection, discrepancy resolution, and production coordination into a repeatable workflow.

Plan the migration around the operating business

Magalu and Falabella brought different requirements, but the work followed a consistent discipline: understand the existing program, build tooling around its data, validate with the retailer and coordinate the final transition. The Magalu case study shows the scale involved: more than 3,000 advertisers migrated within one month, ahead of Black Friday.

For enterprise retailers, these examples show how campaign history, advertiser access and country-level requirements can become defined parts of a migration plan.

Explore related Topsort products and solutions: Tomi, Data Genie, T-Brain and offsite advertising.

Planning a retail media platform migration? Talk to Topsort about your campaign data, advertiser access, validation requirements, and rollout priorities.

Retail media platform migration FAQs

What data needs to move when switching retail media platforms?

Across the Magalu and Falabella examples, the scope included campaign configurations, performance history, vendor associations, product information, bids and budgets. Magalu’s cutover also included vendor balances and spend. The exact records and validation steps differed between the two programs.

Can historical campaign data be preserved during migration?

Yes—in the Magalu example, Topsort moved campaigns and metrics before an agreed historical cutoff and asked the retailer to verify them. Active and scheduled campaign data was handled during the final cutover. Falabella’s migration also carried forward campaign history and performance records.

How are budgets and spend reconciled at cutover?

Teams need a defined source snapshot and a final synchronization of changing records. For Magalu, the planned off-hours window made the source stable while vendor balances, campaign budgets and spend were transferred. The exact sequence depends on the existing system and operating requirements.

How long does an enterprise retail media migration take?

Magalu migrated more than 3,000 advertisers within one month, with the platform ready and tested weeks before Black Friday. This is the timeframe reported for that project, rather than a standard duration for every enterprise migration.

How does a multi-country retail media migration work?

A staged rollout allows teams to validate one market, resolve discrepancies and apply what they learn to subsequent markets. Falabella’s transitions used shared source tables, intermediate-record inspection and coordinated production switches to make successive rollouts more repeatable.