Control

The optimizer supports constraints and preferences from the seller. The seller can use these to control the allocation. The technology also supports “what-if” analysis to see how different seller preferences and constraints would affect the allocation and revenue. Similarly, the seller can hardwire allocation parts in the “what-if” analysis to explore the impact of such decisions.

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.

Process is easier and less costly for all parties due to:

• Reduction in makegoods
• Removal of exposure problems
• Automation