For digital teams, this addition to the Adpoint suite will be a game-changer, says Digital Deployment Consultant Tiffany Kelly: “The impact this will have on digital teams is enormous. Traditional order management systems simply can’t push programmatic guaranteed campaigns to Google Ad Manager (GAM). With Adpoint, we can book these campaigns and seamlessly push them to GAM and request buyer acceptance, all within Adpoint.”
Further, Adpoint automates the entire workflow of the programmatic process through its bid-to-buy functionality. Publishers can set up automated alerts and approval processes, eliminating guesswork and increasing efficiency across the business, says the company.
Originally developed for The New York Times, this programmatic plugin currently pushes campaigns to Google Ad Manager and is now available as an addition to the Adpoint suite for all customers. According to Lineup, planned feature enhancements will bring all buyer communication into Adpoint, further eliminating back-and-forth and ensuring Adpoint will work seamlessly with SSPs. Booking programmatic non-guaranteed campaigns is also possible through this new infrastructure.
“Programmatic is complex enough without endless admin behind the scenes,” Kelly said. “The benefit of programmatic is automation and data integration – those benefits will become even more potent when made easier to access through Adpoint.”
Claimed feature benefits:
- Eliminate painful double entry
- Increase accuracy of revenue recognition within your Order Management System
- Automate business workflows for your digital team
- Work across your team from a single intuitive interface