What is an OMS (and Why You Need One)
An Order Management System (OMS) is a software solution that automates the sales process from quote to revenue recognition. Traditionally, OMS platforms have enabled publishers and broadcasters to sell and manage ad campaigns, integrate with billing systems, and handle invoicing and payment collection. But the media landscape has dramatically changed and legacy systems are struggling to keep up. Today’s sales environments require agility, scale, and automation. Modern OMS platforms like AOS have become essential for streamlining operations, reducing manual work, and exceeding client expectations.
The Problem with Legacy OMS Platforms
Most media companies built their OMS infrastructure around siloed workflows that separated linear and digital channels. These platforms were designed in an era when campaigns were sold manually, timelines were predictable, and revenue streams were limited. Today, media companies operate across multiple formats: digital, video, OTT, podcasts, native content, and more. Orders are increasingly complex. Campaigns span multiple channels. Advertisers expect real-time data, rapid execution, and seamless billing. Legacy systems simply weren’t built for this level of complexity—and it’s costing businesses in lost efficiency and missed revenue opportunities.
The Role of a Modern OMS
Modern OMS platforms are purpose-built to handle today’s fast-moving, multi-channel advertising landscape. They unify linear and digital workflows in a centralized platform, enabling media organizations to manage the entire lifecycle—from initial request to final invoice—with unmatched precision. They empower sellers to package inventory creatively, price it intelligently, and execute it efficiently. With sales optimization tools and workflow automation, modern OMS platforms unlock productivity at scale.
Scale Sales Operations
A modern OMS empowers sales teams to do more without adding headcount. Automated tools streamline the RFP process, enabling sales teams to pursue more opportunities and close deals faster. Sellers can manage rate cards, generate media plans, and package premium and non-premium inventory across multiple ad formats—display, video, eCommerce, in-store, out-of-home (OOH), and more. By increasing both deal volume and product variety, a modern OMS helps drive significant revenue growth.
A modern OMS lets sales teams quickly deliver media plans with precise inventory availability and forecasting.
Automate Manual Processes
Media sales involve intricate workflows across multiple platforms. Conditional approvals and cross-functional collaboration can be extremely time-consuming and error-prone. A modern OMS streamlines these workflows, reducing friction and freeing sales teams to focus on selling. It supports both programmatic and direct sales, enabling automation for standard inventory while giving teams full control over high-value direct deals and sponsorships.
Exceed Client Expectations
Today’s advertisers and brands demand more from their ad campaigns. Media companies must deliver accurate pricing, real-time performance data, and measurable ROI. A modern OMS lets sales teams quickly deliver media plans with precise inventory availability and forecasting. They can track campaign performance in real-time and make dynamic adjustments to optimize results. This results in higher client satisfaction, improved retention, and long-term growth.
Run Multi-Platform Campaigns
Imagine a scenario where an advertiser is launching a new line of running shoes for an apparel brand. A modern OMS can power an end-to-end campaign that targets a specific demographic across channels:
- Media Planning: Define campaign parameters and assign target demographic
- Split Order Execution: Break media plan into executable orders and send to ad servers
- Combined Reporting: Aggregate performance metrics across all channels
- Billing Reconciliation: Collect and reconcile invoices against budgets and delivery
The unified OMS platform saves time, reduces errors, and provides a clear view of ROI. This enables smarter decision-making for future campaigns.
Do More with a Modern OMS
AOS is the only ad management platform that enables true converged selling across both linear and digital inventory. It allows media companies to package customized campaigns across streaming video, display, and broadcast in a single sales order. These orders can include multiple line items routed to different endpoints, such as Google Ad Manager, FreeWheel, or internal production systems. This flexibility opens the door for advanced bundling, cross-platform selling, and new monetization opportunities. It even works for streaming audio, podcasting, and emerging channels.
Discover How AOS Can Help Your Business
AOS delivers converged selling to unify ad inventory and empower sales teams. To learn how it can help your business grow, contact us.