Through Connect Programmatic, agencies can directly push out insertion orders, invoices and bills to DSPs as the platforms push back real-time reporting to agencies. Buyers will gain a holistic view of how programmatic is performing alongside all other media buys within a single platform.
“Programmatic has been siloed out,” Wise said. “Getting that all in one place is important for the efficiency and efficacy of managing media buys.”
On the DSP side, Connect Programmatic strives to solve the very real pain point of lagging payments from agencies.
“Time to get paid is much greater for the programmatic players than other people in the ecosystem,” Wise said.
The deal will give Mediaocean, which has 80,000 users across its client base and funnels $130 billion of ad spend through its software, inroads to working with the vendor community. Mediaocean expects to see these primary integrations roll out during Q1 2017 as it looks to bring more DSPs on to its platform.
“There will absolutely be other [DSP partners],” Wise said. “The agencies are really driving who they want to prioritize first based on scale and sophistication.”
Mediaocean is also looking at integrations beyond the DSP space. For example, the company is working with data management platforms to embed cost data into its workflow management.
“We’re starting with the DSPs and will prioritize our product road map accordingly,” Wise said.