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The proliferation of mobile devices and data plans has driven the steady growth of digital publishing. The Business Research Company says it will be worth $79.6 billion by 2028. According to Guideline data, digital ad spending is also on the rise, up by 18% in Q1 ’24.
While all this spells good news for digital publishers, some challenges persist.
- Silos: While publishers collect data from various sources, it remains fragmented across departments or applications such as AdOps, RevOps, SalesOps, etc. The lack of a unified data source makes it difficult for publishers to make decisions hobbled by incomplete information.
- Revenue management issues: Ad revenue emanates from many sources such as Direct Campaigns, Programmatic revenue, Content Syndication, etc. However, with data spread across different systems, publishers can’t get a holistic picture of revenue, eCPM, fill, discrepancy, etc. They resort to manual efforts like downloading spreadsheets from different systems and consolidating them to track the revenue generated. This slow and error-prone process makes it hard for publishers to identify revenue management issues or build strategies to increase revenue.
- Difficulty managing campaigns: Since Demand-side platforms (DSP), Supply-side platforms (SSP), and ad exchanges have different advertising compliance and operational requirements, publishers struggle to manage and optimize campaigns across different platforms.
- Lack of Visibility into Programmatic Revenue: Programmatic revenue analytics helps publishers track programmatic ad data from different demand partners in one place. However, publishers cannot make data-driven decisions with manual efforts of collecting and analyzing data, over-relying on demand partners for data, a lack of in-house talent for managing programmatic revenue, and the decline in third-party cookies.
To overcome such issues and streamline operations, publishers must invest in a media ERP.
Six Reasons Why Digital Publishers Needs a Media ERP (and more)…
1. Improves collaboration between teams
To make data-driven decisions, all teams must have access to real-time data. Unfortunately, the silos between people and systems result in a delay in exchanging data, limiting data visibility and making it hard for teams to work towards a shared goal. Media ERP brings all the data in one place and provides role-based access to users. This helps break the barriers between the teams, promoting collaboration and enabling them to make timely decisions that can help grow the publishing business.
2. Enhances campaign management
Managing and tracking campaigns across different channels can be tedious for publishers.
Media ERPs offer publishers a unified platform to plan, execute, and track campaigns. Publishers can leverage these platforms to monitor essential metrics like clickthrough rates, conversions, and user retention and improve their ongoing campaign performance. Media ERPs like YuktaOne provide real-time campaign pacing and performance data that helps publishers track campaigns by line item, device type, or property. It gives granular insights into booked vs. delivered impressions for specific date ranges, making campaign management simple for publishers.
3. Automates tasks to enable publishers to focus on their job
On a typical day, the publisher must manage multiple tasks, such as invoicing, content management, managing campaigns and much more. Doing these tasks manually is time-consuming and error prone. Media ERPs with automation capabilities can automate routine tasks, such as managing invoicing, reconciliation, and standardizing workflows. They can free up essential bandwidth to focus on more impactful tasks, minimize errors, optimize operations, and increase productivity. It will enable digital publishers to prioritize campaign and strategy management.
4. Make data-driven decisions
Media ERPs become the single source of truth to gathers data from different sources in a centralized location. They leverage capabilities like real-time analytics and reporting to provide rich insights to all stakeholders (Ad Ops, Revenue Ops, Sales Ops, executives, etc.). YuktaOne, for instance, helps publishers get a holistic picture of the revenue details through programmatic and direct sources. It allows publishers to eliminate all the guesswork and focus on building content and pricing strategies, planning sales and marketing campaigns, and forecasting trends to stay ahead of the competition. It helps the publishers track the revenue picture at a glance and make strategic decisions.
5. Streamlines operations
With Media ERP, publishers can standardize processes like inventory tracking across sales channels, automate workflows, such as accounting and invoicing, and efficiently plan resource allocation based on project requirements. Overall, it ensures smooth and agile operations for the publishers.
6. Improves revenue management
Yield optimization is critical for digital publishers as it helps them adjust prices based on demand and maximize revenue. Media ERP can play a significant role in yield optimization.
It can provide a holistic understanding of the customer’s buying history, preferences, and behaviour. It enables publishers to build targeted marketing campaigns, identify opportunities to cross-sell and upsell products, personalize offerings, and deepen customer loyalty. It provides data-driven insights that help publishers reduce missed revenue opportunities, optimize yield management, and create custom inventory pricing strategies. Consider our client’s story. Their internal ad and revenue teams were overwhelmed with manual reporting and data mapping tasks. They could not identify yield optimization opportunities or underperforming campaigns, which led to a significant revenue loss. YuktaOne Media ERP transformed the client’s situation. They identified and solved these problems, and saw a substantial improvement in yield optimization.
How Can YuktaOne Help Digital Publishers Overcome Operational Challenges?
As the digital publishing industry expands, publishers are looking for ways to efficiently manage revenues. Today, they spend a lot of time managing operations across various platforms, downloading Excel reports, reconciling payments and invoices, etc., leaving them with less time to focus on content.
A Media ERP can help them integrate data from different marketing channels, such as social media and affiliate marketing, in real-time. They can get a holistic view of their business, track the campaign’s performance, manage inventory, and gain valuable insights from a centralized dashboard. Smart automation tools can streamline workflows and give publishers more time to focus on building strategies.
One such powerful media ERP that can help digital publishers is YuktaOne.
YuktaOne by YuktaMedia is designed to manage end-to-end ad, revenue and sales operations across different channels such as Online / Digital, TV/ Broadcasting, OTT / CTV, Print and Radio. It benefits every team member within the publishers’ organization:
- The operations team can use it to gain clear visibility into revenue, profitability, goal tracking, and demand performance.
- The revenue and finance team can use it to automate tasks like billing, reconciliation, payouts, and invoicing.
- The AdOps team can use it to track ad operations, including supply, fill rates, discrepancies, and campaign performance.
- The sales team can leverage it to develop effective pricing strategies and package the inventory for maximum impact.
From boosting productivity with real-time insights to accelerating campaign onboarding and uncovering new business opportunities, YuktaOne is designed to drive success.
Contact us to get a free demo of the media ERP and take the first step towards better revenue management.
