Mediaocean, a provider of workflow management software, announced it will integrate with four demand-side platforms (DSPs) to automate programmatic account management and billing for agencies. This is a smart move, as these types of functions remain unorganized and scattered. If you’re going to automate media, you may as well automate the account management and billing that support the function. It's automation not only for media, but for the functions that support the entire process.
The program, called Connect Programmatic, was announced at AdExchanger’s Programmatic I/O conference on Wednesday. It is launching with DSPs TubeMogul, The Trade Desk, Rocket Fuel, and MediaMath. The function is available to all agencies using Mediaocean and buying through the participating platforms.
Here's the way it works: The DSPs, via API integrations, will connect with Mediaocean’s Prisma workflow platform, which automates invoicing, billing, and other back-office functions for media buying.
The industry is likely to see more of these types of integrations, as not only the media buying process gets automated but all the functions that support it do too. It’s solving a problem, since there are still manual, time-consuming processes associated with media buying.
Mediaocean’s new program will enable agencies to automate insertion orders, invoices, and bills to DSPs. Conversely, the DSPs will be able to offer real-time reporting to agencies. This helps buyers understand how their programmatic media buys are performing, compared to standard media buys.