Lineup has introduced a feature to increase efficiency in programmatic booking by allowing teams to book guaranteed campaigns from within its order system and push them to Google Ad Manager.
With the rise of programmatic, reconciling supply-side platform data had required tedious double entry. The new function works as a plugin to the Adpoint media sales software.
Digital Deployment Consultant Tiffany Kelly says the addition will be a game-changer: "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, but with Adpoint they can be booked and seamlessly pushed to GAM, including a request for buyer acceptance."
Publishers can set up automated alerts and approval processes, eliminating guesswork and increasing efficiency across the business.
The programmatic plugin was originally developed for the New York Times, with enhancements planned to 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 the new infrastructure.
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