Streamlining Digital Ad Workflows: What Every CRO Should Know About Implementing an Order Management System
Over the past few years, publishers have seen their ad inventory grow exponentially with the explosion of digital and mobile media channels. However, their profit margins are shrinking due to the increased complexity of advertising sales, meaning that publishers spend an increasing number of hours on manual data entry, creating a multitude of inefficiencies in the sale and purchase of online media ad inventory.
More than ever, publishers need a proper Order Management System (OMS) to sell, traffic, and bill their customers.
The industry has changed immensely over the years as we've entered an era in which the automation has quickly become the norm. But while there have been massive innovations to drive advertising sales, the tools that impact workflow, productivity and transparency within the overall ad business have been mostly overlooked. For publishers increasing digital ad sales revenue, an OMS provides a foundation that allows them to scale and grow advertising revenue more profitably.
An OMS unifies a publishers' ad business on a centralized platform, enabling all departments including sales, ad operations, and finance to work from a single platform, with a single set of data. This allows for more top-down control over every aspect of the ad business and promotes transparency throughout the organization. The major benefit for publishers is that they can see a consistent view of their business upon implementing an OMS.
Just like Salesforce and CRM systems have changed the way sales teams are able to track and manage customer relationships, an OMS can change the way publishers manage their digital advertising workflows. Publishers will find an OMS makes it easier to sell available inventory, decreases transaction costs through the ad cycle, and create a seamless exchange with their buyers.
Ultimately, an OMS is a powerful tool that lends a hand in the fast paced world of advertising sales for sellers. Most importantly, it drives revenue by allowing publishers to identify when there is a drop in ad revenue, how it happened, and the solution to fix it.
As the Founder and CEO of Operative, Lorne Brown has built the leading software provider for digital media companies. His expertise in media sales and ad operations grew Operative from an outsourced ad ops provider to a global company whose solutions traffic over $6 billion in digital advertising.