How media companies are escaping the digital ad tech maze to meet the demand for cross-platform campaigns

Solutions are emerging to help simplify processes and improve outcomes, while providing publishers with a competitive advantage in meeting the demand for digital and cross-platform campaigns. Seamless interoperability is a must for publishers aiming to streamline ad operations. In addition, they seek to optimize campaign management processes and maximize digital, linear and cross-platform revenue.

Integrated systems empower publishers, refine strategies and maximize ROI

Publishers primarily focused on subscription efforts can still benefit from an integrated digital and cross-platform ad tech solution. Such a solution allows publishers to open a supplemental revenue stream, helping monetize non-subscribers and maximize the value of first-party data, particularly for live sports and events.

“Even if subscriptions are the primary focus today, marketplaces and consumer behavior evolve — an ad tech infrastructure positions publishers to test hybrid or ad-supported tiers without disruptive technology changes,” said Brian Thoman, Chief Technology Officer at WideOrbit. “It can also help monetize the valuable first-party data publishers have through better targeting and demand optimization without compromising user experiences for paying subscribers.”

Integrated ad sales, order management, fulfillment and billing solutions for both digital and cross-platform campaigns integrate with other tech platforms and data sources for full interoperability and data exchange across the ad tech ecosystem. Integrated cross-platform solutions also provide publishers with actionable insights (e.g., most profitable campaigns, which inventory is most valuable, future trends, etc.) for campaign optimization, audience targeting and revenue maximization. By leveraging advanced analytics, publishers can stay ahead of evolving market trends and drive better outcomes for their advertisers.

Eighty percent of consumers are more likely to purchase from a brand that provides personalized experiences, according to a 2024 Salesforce survey. By adopting an integrated cross-platform ad tech solution, publishers can identify trends, uncover opportunities and refine targeting strategies to improve ad performance and maximize ROI — improving advertiser satisfaction through better data-driven decisions.

End-to-end campaign management reduces manual tasks and minimizes errors

Unified cross-platform ad tech solutions play a critical role in facilitating end-to-end campaign management, from initial order placement to final reporting and invoicing, enhancing operational efficiency and driving overall campaign success.

Examples include the reduction of manual tasks and minimization of errors, leading to accelerated campaign execution and frictionless integration, which reduces the reliance on manual intervention and eliminates redundant processes.

By centralizing and streamlining the order creation, modification and tracking process, publishers can easily create and submit orders for digital ad campaigns while specifying parameters for ad formats, campaign duration and targeting criteria.

Often overlooked, simplified billing for media companies can create a better payment experience for buyers while also streamlining accounting processes for publishers.

For instance, digital performance data from a seller’s preferred digital order management system is sent to a linear traffic system for streamlined invoicing. Digital and linear orders are bundled into a single invoice, with the option to include a detailed breakdown to meet buyer preferences.

Additionally, workflow automation capabilities reduce manual efforts, accelerating order processing and freeing up teams’ time for other essential tasks. For example, integrated digital and cross-platform solutions provide real-time tracking and monitoring of both order status and performance. This offers publishers visibility into campaign progress, delivery and outcomes, so they can more easily update advertisers when a change is recommended or when a campaign is performing well.

End-to-end campaign management enables publishers and media companies to manage their ad inventory more efficiently, optimize campaign execution and deliver better outcomes for advertisers.

Integrated cross-platform solutions offer publishers a seamless, unified view of all campaigns

With unified systems, publishers and media companies can eliminate silos and disjointed operations that result in missed revenue, inefficiencies and poor buyer experiences. The first step is bringing the right people into the conversation.

“By establishing an R&D or innovation team responsible for continuously reviewing the organization’s ad tech stack, publishers can help ensure they have the right stakeholders involved throughout the solution identification and transition processes,” Andre Catarino, vp of professional services at WideOrbit said. “This team can also research ways to increase efficiencies and maximize revenue, such as by consolidating or upgrading existing systems to newer, more modern and integrated solutions, such as those offered by WideOrbit.”

Defining goals in terms of efficiency or revenue metrics that need to be achieved will ensure internal stakeholders are aligned on finding the right fit, in terms of both the vendor and the solution.

Interoperability is the most crucial feature a publisher should look for.

“Publishers and media organizations should look for solutions that offer interoperability with their existing systems, like their CRM, ad servers, pricing and inventory systems, analytics tools, etc.,” said Thoman. “A solution like WideOrbit’s, that offers open integrations with existing systems through robust APIs, ensures systems work well together but also minimizes disruption when implementing a new solution.”

To ensure a good fit, publishers and media companies should check the qualifications and experience of prospective vendors.

“Ask the vendor about their experience designing and building digital and cross-platform ad tech solutions,” Catarino said. “What are their leadership, implementation, customer success and support teams like? Ask to see demos of the proposed solutions, of course, but also ask for help building a model of pricing against expected cost savings to understand the business impact of implementing the vendor’s solution, including how it can help increase efficiency and maximize revenue.”

Publishers that still operate in a siloed manner between linear and digital are leaving money on the table. Advertisers expect streamlined, integrated cross-platform audience targeting and unified campaign measurement.

Integrated cross-platform solutions enable seamless coordination between systems, including ad servers, ensuring smooth campaign delivery and maximizing revenue potential, all of which is vital as publishers manage linear, digital and cross-platform ad sales and revenue management.

Partner insights from WideOrbit