After successfully applying automation and artificial intelligence (AI) to finance and IT, media companies are now considering how digital interventions can better serve core media functions such as ad sales and ad buy. Traditionally, these highly manual processes have depended on human judgment — and when that judgment falters, revenue suffers. Additionally, with the current shift from linear to digital ads, middle and back offices must keep up and make their processes smarter with digital interventions, including robotic automation, AI and automated workflows.
Most media companies have taken significant steps with digital, using automation and artificial intelligence (AI) to make their finance and IT functions more efficient. But there's more work to do. In today's rapidly evolving media landscape, successful advertisers must identify and pursue highly specialized audiences on every available channel. As well, they demand clear evidence of a campaign's success. Yet some firms still depend on yesterday's inefficient ad buy and sell protocols, making them less competitive — and less profitable.
That's unacceptable, because whether you're a publisher selling ads or an agency planning and placing them, boosting revenue is the goal. But the longstanding manual processes most media professionals follow make that objective difficult to achieve. The reason: many legacy operations rely on dated applications and Excel spreadsheets that leave far too much room for mistakes, aren't scalable and take up excessive time. Too many touchpoints and hand-offs in the system also create vulnerabilities. What's more, all too often the middle and back office don't play well with the front office, which typically is more digitally advanced.