For starters, it can be difficult to know how much a brand or agency is spending with you. An ad seller with multiple agencies across different regions that represent a single buyer. When you don’t have a clear picture of what buyers are spending with you, it’s harder to upsell or cross-sell your offerings. By building a framework that tracks ad spending back to brands and agencies, the ad seller is able to obtain a complete view of the customer to create customized media plans that take into account their history and needs.
At different points in the ad sales process, various specialists touch the deal. Sellers answer the request for proposal (rfp), create a draft media plan, quote the cost of the campaign, and afghanistan phone number list submit a contract to the buyer for signature. Then, the ad operations teams need to track billing and create an insertion order (io) within the ad server.
Often, these teams use different tools, and the only integration between these tools is a human copying and pasting, or rekeying the data. This is jokingly referred to as “swivel-chair” integration. Through the process, the same data points may have been re-typed a number of times, and now carry the risk of errors and gaps, not to mention the wasted resources that go into manual entry.
You can reduce these manual efforts and “swivel-chair” processes by incorporating as many of the tools to help build the framework for the ad sales process onto a single platform as possible. That way, both the ad sales and ops teams are working from the same data, in the same way.