July 2019 Isn’t That Far Away
Deprecation of DoubleClick Sales Manager (DSM) has caused some consternation in the media and publishing industry. After July 31, 2019, DSM users will no longer have access to the tools and data in the system, which enable publishers to manage digital channel sales. The reactions to this vary from frustration to denial. And like other deprecations, it’s something publishers must get past. For millions of affected organizations, the search for a replacement order management system has already begun, whether they are happy about it or not. Amidst the short timeline, you need to ask a few right questions while choosing a replacement for Google DSM.
Below is a list of factors, a company should consider
1. Accomplishing the purpose served by Google DSM: Streamline business by providing media workflows with minimal to zero changes to the existing process
a. Create proposals
b. Create products and categories
c. Manage rate cards
2. Automation and accuracy: Eliminate manual processes and errors by automating the business rules
a. Data validations
b. Calculate the metrics based on budget and product
c. Dashboard for monitoring and reporting
d. Define targeting rules
3. Integration with DFP: Implement a bi-directional integration with DFP for ease of managing campaigns
a. Tracking the campaign status and basic reporting within the tool
b. Integration should be updated with new releases of DFP APIs
4. Integration with Salesforce: Provide the ability to exchange information with CRM
a. Access lead information
b. Update opportunities automatically
5. Number of integrations: Create a seamless experience by connecting to in-house or third-party services
a. Ad-exchanges/products: Provide a choice of ad platforms for bridging campaigns
b. Data providers: Access audience segments
c. Inventory Forecasting: Plan budget judiciously
d. CDN: Upload assets
e. Payments: Allow invoicing and acceptance of payments
6. Designed for digital ecosystem: The UX should be built keeping in mind the digital ad ops team
a. Frictionless navigation
b. Accessible from desktops, laptops, tablets
7. Cloud or on-premise: Can support your deployment model
a. One click builds and deployment
b. Easy to roll-out upgrades
8. Customers: Extent of experience with other advertising companies
a. Domain expertise
b. Depth and breadth in terms of technology choices available
9. Cost: The migration away from Google DSM needs to be cost-effective
a. Application maintenance and enhancement
b. No hidden costs
10. Customization and extensibility: Make changes based on the roadmap and additional requirements
a. Add new modules
b. Integrations with new services or platforms
c. Modify existing workflow or UX based on the custom needs of the team
11. Value-added services: This can act as a differentiator amongst multiple available options
a. Proposal templates
b. Advance reporting and analytics
c. Insights into the progress of media proposals
d. Advance UX controls to improve operational efficiency
Step Forward
Don’t wait until 2019 to plan your transition. So as DSM gets ready to kick the bucket, what a perfect opportunity to upgrade to a smarter and more powerful solution.
Backed by more than a decade of experience in building digital solutions for top media companies, Tavant deeply understands the specific needs of the advertising industry and have successfully delivered solutions to complex business problems ranging from media sales to advertising and reporting. Companies can now utilize Tavant’s media planning and sales manager for complete control and flexibility over your order management process.
