Ad-Juster & FatTail utilize long-term partnership to work towards a better future of digital advertising revenue management.
Order Management Systems (OMS), like FatTail’s AdBook+, enable digital publishers to connect data across their internal ad operations, sales, and finance teams. Publishers rely on a number of sources to get all of the data they need for two important business objectives:
- Effective campaign management
- Accurate monthly billing
External data sources are notoriously tricky to reliably gather data from because of API changes, complicated field mapping, and nearly impossible tag matching (to name just a few). To seamlessly solve this problem, optimize AdBook+ with a FlowIQ OMS Connection and elevate your OMS from good to great.
The special relationship between FlowIQ and AdBook+ can be broken down into two parts: the data push and the data pull. This back and forth is a crucial line of communication that eliminates data blind spots and enables publishers to deliver more campaigns on time with fewer wasted impressions, while also drastically reducing discrepancies and expediting billing reconciliation.
There are many data points that will exist in both AdBook+ and your local ad server. However, your OMS should be the source of truth for your contract and revenue data. This includes both critical order and campaign data as well as supplemental data that will enable you to manage and optimize your campaigns more effectively.
FlowIQ is equipped with both OMS Data Pull and OMS Data Push connections—below we’ll cover the benefits of each and best practices you need to have in place to get the most from both platforms.
The data push: campaign management & pacing
Essential fields to pull from AdBook+
- Drop ID
- Contracted Information
- Billable Source
Campaigns in AdBook+ are automatically lined up with your local, 3rd, and 4th-party tags using ‘Drop ID’ from AdBook+. FlowIQ also pulls contracted goals and billing information from AdBook+ so you can accurately monitor pacing and revenue risks throughout the lifetime of your campaigns. This makes it easy to recognize, prioritize, and fix issues quickly so you can make sure your campaigns deliver in full and on time.
Supplemental fields to consider
- Roles / Owners, e.g.
- Primary trafficker
- Primary sales executive
- Account manager
- Additional fields to support your specific workflow and business KPIs
In order to take full advantage of your FlowIQ integration with AdBook+, consider pulling these additional fields. These additional data points will allow you to easily navigate through your campaigns so specific teams or individuals can identify and prioritize items for troubleshooting as well as quickly resolve issues that are critical to meeting contracted goals and ensuring you’re campaigns are not overdelivering.
Supplemental fields can be pulled from your ad server, but this goes back to using your OMS as your source of truth. Having one centralized data source adds critical value to your team’s workflow by keeping all departments on the same page and operating off of the same set of data. With this in mind, it’s also important that you keep your data in AdBook+ healthy and up to date.
The data pull: accurate monthly billing
Push regular performance data from FlowIQ
- Local delivery data
- 3rd-party delivery data
Pushing reconciled delivery data from FlowIQ into AdBook+ can drastically simplify billing workflows and shorten cycles. FlowIQ collects and correlates your local and 3rd-party delivery metrics, daily, which are always available in your FlowIQ Campaign Dashboard. Then, the data you need for accurate and efficient end-of-the-month billing is pushed to AdBook+ to streamline reconciliation and get you paid faster.
What about automating 4th-party metrics?
As advertisers demand more transparency and safeguards as part of their campaigns, publishers must incorporate data from 4th-party sources for billing. Associating 4th-party sources with first and 3rd adds an additional layer of complexity, but it is possible to achieve this in an automated way with FlowIQ and AdBook+.
This discussion and the growing partnership between FatTail and Ad-Juster signifies a shift in perspective when it comes to ad operations processes and revenue management. From years of working with publishers, we’ve developed an understanding of the elements of successful, scalable processes. If you have any questions about the integration or best practices as it relates to your operations, don’t hesitate to contact us!