Warner Bros Discovery (WBD) is integrating its advertising technology with Mediaocean’s Prisma Direct platform, an arrangement intended to automate more of the process agencies and brands use to purchase advertising directly from the media company, the companies announced on Wednesday.
Both companies will initially connect Prisma Direct with WBD’s proprietary, self-service ad platform called Neo, which launched last year. The firms plan to expand the integration to support a broader range of transactions, reducing manual processes involved in direct advertising deals while maintaining direct relationships between buyers and WBD.
“Premium media represent some of the most valuable inventory in advertising, yet buying it still relies on too many manual, fragmented workflows,” Prisma Chief Product Officer Drew Kane said in a statement.
Prisma Direct launched earlier this year and provides automated connections between advertising buyers and media companies. The platform supports processes including ordering, trafficking, campaign analytics, billing and reconciliation. Disney was Mediaocean’s launch partner for Prisma Direct.
The WBD agreement expands Mediaocean’s effort to establish Prisma Direct as infrastructure for direct transactions between agencies and media owners, allowing buying and selling systems to exchange information without relying on some of the manual processes traditionally associated with direct media purchases.
Prisma is part of Mediaocean’s advertising technology portfolio and is used by more than 100,000 people worldwide. Mediaocean says more than $200 billion in annualized advertising spending runs through its platforms.
