Direct ad sales are a lucrative business for many publishers. But fulfilling direct sales is a tedious process that requires heavy investment in time and manpower. For American City Business Journals (ACBJ), which earns about 90% of its revenue from direct sales, this problem was acute. The media company publishes 40 business publications, including the Houston Business Journal and San Francisco Business Times, and works with about 3,000 advertisers per month. Because its content focuses on local business news, it mostly works with local advertisers that prefer to buy direct, said SVP Ryan Whittington. But direct sales involve a lot of emailing back and forth to provide advertisers with order details, delivery deadlines, creative specs and performance reports. And because direct sales require a more manual fulfillment process, they lack the scalability of programmatic auctions, which can be completed almost instantaneously. So ACBJ is looking to invest in technology that can streamline its direct business as much as possible. “Our goal is to make our sellers more efficient, so they can go after bigger deals and spend more time with our biggest advertisers,” Whittington said. Post-sales automation In a major step toward that goal, ACBJ integrated FatTail’s AdBookPORTAL self-serve […]
K&X Design and Investment Technology, LLC
Invest The Invisible Impact
K&X Design and Investment Technology, LLC
Invest The Invisible Impact
