The optimizer can provide feedback to buyers, or to the sales executive who is using the tool on behalf of the buyer.
The structured mechanism enhances competition compared to ad hoc manual negotiations. This further increases the seller’s revenue.
By coordinating the allocation of inventory across campaigns, the tool also coordinates the allocation of inventory across Account Executives in an optimal way as opposed to Account Executives taking the most desirable inventory on an ad hoc basis, or having to pre-allocate the inventory across Account Executive before the buyers’ campaign desires are known (which leads to inefficient allocations).
Cross-media campaigns can be bought rather than having to try to patch them together from pieces bought asynchronously in an uncontrolled way from multiple single-media sources.