Media ad sales have evolved considerably in recent decades, and more changes are happening every day. Gone are the days when you would sell time slots during primetime TV or a half-page ad in a newspaper or magazine and call it a day. New types of ads are now available. This includes highly targeted digital ads, sponsored products on ecommerce sites, and new out-of-the-home (OOTH) options such as video displays at the gas pump.
Ad buyers have never had more options for spending their ad dollars. Traditional media companies like broadcasters and publishers now have to compete with new entrants from outside the traditional media landscape. This includes tech, retail, and even transportation companies such as Uber.
These new entrants often utilize modern technology stacks, making their sales processes faster, more transparent, and cheaper than traditional media companies. To compete, traditional media companies need to modernize their own systems to
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