Admeira: increased efficiency thanks to integration with third-party systems
Admeira markets over 80 strong media brands in print, TV and digital. Customers are offered tailor-made advertising and sponsoring solutions for cross-media campaigns. The marketer relies on specialized systems for the scheduling of orders in the various media genres. goTom is the digital order management software responsible for planning, processing and invoicing online orders. This system architecture offers Admeira maximum efficiency in the marketing processes of the individual media genres. In order to enable cross-media offers or the central evaluation of sales, various data is transferred to third-party systems via interfaces.
In order to optimally plan the booked campaigns on the more than 30 websites of the Admeira Network, goTom extended the system with specific functionalities for marketers of external clients. The specifications were developed in close cooperation with the respective departments and the specialists from goTom’s product management team. The project plan envisaged around eight months for the specific developments and the extensive connections to the company-wide CRM, ERP and DataLake solutions. The timeline could be kept and Admeira could start with goTom on schedule in early summer 2019. “The cooperation with the goTom team was very positive and the common team spirit was motivating. The project managers understood our requirements right away and the deadlines for the various milestones were met at all times, says Evelyn Eisenhauer, Director Media Services of Admeira.
This time was especially challenging for Admeira’s Ad Operations team, because shortly after the migration to goTom, they switched from Adtech (One by AoL) to the Xandr ad server. Since goTom has extensive API interfaces to both ad servers, the change could be completed in the course of the day-to-day business and in different stages. Today, Admeira benefits in particular from the deep integration between goTom and Xandr in the management of its private marketplace for programmatic campaigns (deals). Furthermore, the following features are of central importance:
- Conditions management for agencies and direct customers
- Efficient tool for planning campaign flights including forecasting
- Automated creation of campaigns and deals in the ad server
- Screenshot and report dispatch from goTom
- Accounting of different clients
- APIs for Salesforce, Microsoft Navision, DataLake and Xandr