The media industry is challenged by the inefficiency of linear and digital platform operations. Even if companies know where they want to go, outdated workflows, especially in traditional TV (linear) ad sales, make it hard to keep up with the pace and needs of modern advertising.
This gap between planning and actually getting things done causes unnecessary errors and delays in execution, needlessly burdening ad sales and operations teams.
Many companies find their current ad sales processes too slow and inflexible for today’s market. Most of these issues fall into a few important areas.
A lot of tasks in ad sales still require people to enter data by hand, like managing campaigns, checking delivery and pacing, or handling creatives. Doing these steps manually takes more time and often leads to mistakes. These errors can end up costing money and time, making for unhappy clients.
Media ad sales teams work with numerous data sources, but it often lives in many different locations. For example, first-party, Nielsen, Comscore, and set-top box data. This is both time-consuming and complicated.
On top of that, the different systems used by ad sales teams, like order management, traffic, ad servers, and DSPs, don’t always talk to each other, creating information silos and making reporting more difficult.
New technology like artificial intelligence (AI) is more effective when it gets clean, consistent data. But when data is categorized or organized in inefficient ways across platforms like linear, connected TV, and digital, it’s very challenging to use automation or achieve accurate results from AI. Without standardized data, the benefits of modern technology remain.
Solving these cross-platform challenges is key to a more efficient future for media ad sales. DSP Enablement (DSP-E) is a method for enabling DSP impression orders to execute on linear systems, reducing manual intervention with sophisticated automation.
pureIntegration’s DSP Enablement service allows impression-based campaigns to perform by focusing on three main goals: making data consistent, automating routine tasks, and creating interoperability across disparate ad tech platforms.
The first step is getting all your data to “speak the same language.” We help standardize data and reporting across platforms, so everything is reliable and easy to find. By converting impression-based campaigns into traditional TV ad units, it’s easier to manage inventory, track performance, and provide the SSP/DSP with impression-based verifications and affidavits.
Once your data is accurately represented, we use automation to speed up repetitive processes. For example:
Ad Copy Ingest: Leverages AI to handle creative instructions and check for compliance automatically.
Impression Calculation: Automatically intakes impression-based campaigns and converts to a linear spot insertion order (I/O).
Verification and Reconciliation: Checks that ads executed as expected and allows for automated under- and over-delivery oversight without needing manual intervention.
Billing: Provides accurate affidavit of ads run to original order reconciliation.
Automation lets your team spend less time on repetitive work and more time on growing the business.
This DSP enablement technology allows your ad tech systems, both old and new, to work together seamlessly. By integrating supply-side platforms (SSPs) and demand-side platforms (DSPs) with your current tool sets, you get better control over inventory, forecasting, and pacing. This creates interoperability across your linear and digital ad systems and lays the groundwork for a successful cross-platform strategy.
If your team is ready to move from great ideas to real action, DSP Enablement can help make it happen.
Ready to learn more about how pureIntegration can streamline your ad sales operations? Contact us to discover how we can help your business stay ahead.