A standard for the automation of direct bookings on the horizon?
The advertising industry is working intensively on a new standard for the automation of direct bookings. Arne Steinmetz from Ad Alliance emphasises in the latest AdZine article that the industry will finally achieve the necessary efficiency with this step. This efficiency is crucial for the smooth running of campaign bookings. In the future, automation will play a central role in reducing the workload and increasing accuracy at the same time.
Jens Pöppelmann from SQL Service GmbH refers to the technical challenges that have been overcome in recent years. Back in 2016, parts of the former concept were incorporated into SQL Service GmbH's ‘Cool’ TV booking system. Pöppelmann sees the current development as a logical step forward. This progress is based on the experience of the last decade with programmatic advertising and the current DBCFM standard.
Ingo Gerckens from Wasmuth emphasises the need for clear standardisation. This is necessary in order to reduce the complexity of the various systems. Gerckens sees great potential in the standardisation of processes. He is convinced that this will greatly improve collaboration between advertisers and marketers.
Conclusion: The automation of direct bookings will fundamentally change the advertising industry. Industry experts such as Steinmetz, Pöppelmann and Gerckens see clear advantages in this. The focus here is on standardisation and efficiency. The developments of recent years form the basis for this progress. The coming changes will have a lasting impact on the way advertising campaigns are booked and managed.
Read more at: https://www.adzine.de/2024/10/ein-standard-fuer-die-automatisierung-von-direktbuchungen-am-horizont/