In digital advertising, the order management system (OMS) often takes a back seat to the flashier monetization technologies in the industry.
And while many publishers have an OMS as part of their ad tech stack, we frequently find that they aren’t using them to their full advantage.
Too often, digital publishers view this tool as a boring necessity. If you aren’t treating your OMS like an “operating system for your ad business,” then you are missing out on the chance to solve big problems across the order-to-cash (O2C) workflow.
To help publishers understand why the order management system is key for an efficient ad business, we created the short video below. Once you’ve finished watching the video, check out two important ideas for optimizing your OMS.
Time to give your OMS another look? Here are 2 keys to keep in mind for getting maximum ROI from an order management system:
1) You don’t have to settle for “one size fits all.”
There are many OMS options for publishers to choose from, each of which can and should be configured to fit your organization’s sales, billing, and fulfillment systems.
You can also integrate your order management system with the other tools in your ad tech stack. Rationalizing and integrating your tech stack will keep efficiency up and technology costs down.
Select an OMS with features that works for your processes, workflows and ad products. Your order management system also needs to support your business goals, as well as fit with your company culture. That’s crucial for end-user adoption, which is in turn crucial for getting ROI from your technology investment.
2) Getting reliable, usable data requires governance as well technology.
The right OMS set-up enables you to use data to answer questions about your ad business. But getting that data into a complete, consistent and clean state takes more than just “good technology.” You need effective governance, too.
Whether you are seeking to get more from existing technology or planning a new implementation, a properly integrated, optimized order management system can improve your online advertising operations.
Here’s an example of how one big publisher upgraded its OMS to totally overhaul its ad business. This publisher gained full user adoption, better data quality and insights, and operational efficiencies.
The bottom line is this: there is real business value in the OMS. Directing the right resources to your order management system can lead to higher revenue, better products, higher retention, and less rework. Not so boring, right?
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