Vendor systems talking to one another

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As the ad tech stack continues to make analog processes obsolete, the resulting systems on the buy and sell side haven’t always complemented each other. Be on the watch for more integrations between vendor systems, such as the partnership announced last year between Mediaocean, which automates ad buying, and Operative, which automates processes for sellers. It promised to streamline negotiation processes through the electronic delivery of RFPs, proposals and orders; remove double entry from using disconnected systems; and increase accountability with paperless audit trail tracking.

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