Mediaocean, ProVantageX Partner To Automate Ad Buys

Mediaocean and ProVantageX (PVX) today announced the next phase in the integration of their local television media execution tools “moving the local TV buying industry toward a more modern approach while maintaining historical needs of the buying process.”

The integration, which will be live in the fourth quarter and available to all Mediaocean Spectra OX and DS clients, allows agencies to begin buys directly in PVX. PVX will then facilitate the planning, estimating, optimizing, negotiating and stewardship of local TV buys.

PVX will then be able to electronically send buys directly into the Spectra OX and Spectra DS platforms. Once the buys are complete, PVX is fully integrated with Mediaocean’s DARE applications to allow for the automation of original orders, makegoods, and revisions through PVX’s station side connectivity.

The companies say PVX’s integration with the Spectra platforms “ensures real-time data synchronization thereby eliminating the need for manual data entry. The result will ultimately be a smooth integration providing best-in-class stewardship.”

Manu Warikoo, chief product officer, Mediaocean said: “Automation and data-driven actions are key in modernizing workflow and driving greater investment to local TV buying. This partnership will allow both companies to deliver much needed cost and workflow efficiency so local buyers can execute real-time, data-enabled campaigns. Additionally, this creates the foundation to connect the world of local TV to broader video execution so brands and agencies can deliver holistic, audience-based buying strategy and campaigns.”

Stephen Poulin, EVP of PVX business development and operations, said: “Partnering with Mediaocean is the only way to ensure that new technology is added without causing disruption or loss of data integrity which would  add more work and unnecessary risk to their clients. The integration of PVX will allow agencies to operate at even greater scale and profitability. I believe that PVX and Mediaocean will ultimately deliver on the promise of buyers and sellers working in a frictionless process to deliver greater efficiency and media value, all while virtually eliminating discrepancies.”