Wednesday, 21 July 2021 19:00

Salesforce announces new cross-channel advertising app for publishers


As the available channels for advertising increase, so too does the complexity of managing advertising inventory and campaign results. Salesforce has announced Advertising Sales Management for Media Cloud to aid publishers in managing cross-channel advertising sales, automating advertising, improving campaign performance, and driving revenue.

Salesforce research indicates companies have an average of 23 systems they need to manage and track to handle their advertising campaigns.

Salesforce's new Advertising Sales Management for Media Cloud is a new industry-specific application to plan and monitor campaigns across different formats and platforms, enabling publishers to bring together media planning across channels and analyse campaign performance from multiple sources.

Kevin Doyle, regional vice president of data, personalisation and marketing automation, Salesforce said, "Publisher business models continue to be challenged by a dynamic, competitive landscape and the move towards first-party data, driven by the end of the cookie-era. Google's recent decision is only the briefest reprieve and customer demand for better transparency on how their data is used continues to accelerate.”

Publishers don't have the time to manually monitor campaign performance and sales inventory across multiple channels and formats. New industry-specific applications built into Media Cloud will eliminate existing cumbersome processes by providing one simple platform to manage campaigns from end-to-end,” he said.

The target audience is publishers such as online and print newspapers, social media platforms, streaming networks, television and radio stations, and retailers who generate revenue by selling advertising campaigns to brands.

Features include:

  1. growing advertising sales with a unified platform - with all planning and monitoring from a single system
  2. streamlining ad operations and sales with automation - allowing data to flow across advertising systems consistently while automated approvals along the workflow can be configured to provide visibility at each phase
  3. optimising campaign performance with a single view of truth - embedded analytics and dashboards provide timely, actionable insights all in a single view, allowing campaign performance problems to be optimised in real-time, while the sales team can analyse historic performance to uncover new opportunities.

“We understand the complexity that comes with managing advertising sales in today’s increasingly digital world, especially with publishers managing data across so many different advertising channels and formats,” said Christopher Dean, vice president and general manager, Media Cloud. “With Advertising Sales Management, Media Cloud’s new industry-specific application built natively on top of the Salesforce Customer 360 platform, we’re giving publishers one simple platform to help their teams manage everything in one place.”

You can see Advertising Sales Management for Media Cloud in action here.

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David M Williams

David has been computing since 1984 where he instantly gravitated to the family Commodore 64. He completed a Bachelor of Computer Science degree from 1990 to 1992, commencing full-time employment as a systems analyst at the end of that year. David subsequently worked as a UNIX Systems Manager, Asia-Pacific technical specialist for an international software company, Business Analyst, IT Manager, and other roles. David has been the Chief Information Officer for national public companies since 2007, delivering IT knowledge and business acumen, seeking to transform the industries within which he works. David is also involved in the user group community, the Australian Computer Society technical advisory boards, and education.

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