Microsoft Advertising Platform integrates with Mediaocean for automated orders
New integration between Microsoft Advertising and Mediaocean's Prisma platform enables automated order insertion for media buyers.
Microsoft Advertising announced on December 4, 2024, three days ago, the launch of an automated order insertion integration with Mediaocean's Prisma platform, marking a significant development in digital advertising operations.
According to Nathalie Krup, Head of NA Agency Development at Microsoft Advertising, this integration represents the first phase of a broader collaboration between the two platforms. The partnership aims to streamline operations while incorporating generative AI capabilities through Microsoft's Copilot for campaign planning and optimization.
The technical implementation enables media buyers to send orders directly through the Prisma platform, with approval times reduced to minutes. This integration eliminates the previous requirement of logging into the Microsoft Advertising Platform separately or managing PDF documents for order review and signatures.
The development process involved extensive testing and collaboration between three key stakeholders. According to the announcement, Microsoft Advertising's engineering team worked closely with Mediaocean's engineering division and Publicis Media to validate the integration's functionality and performance.
Ramsey McGrory, Chief Development Officer at Mediaocean, noted that the integration specifically targets inefficiencies in the search buying process. The system architecture connects the Microsoft Advertising Platform directly with Prisma, creating a digital workflow for both buy-side and sell-side operations.
Kyle Jackson, EVP of Performance Marketing at Publicis Media Exchange (PMX), provided insights into the practical applications of the integration. PMX, which utilizes Prisma as a core platform for their teams, participated in the development process to ensure the solution met operational requirements.
The technical implementation requires specific prerequisites for activation. Media buyers must complete an account mapping process between their Prisma instance and Microsoft Advertising before accessing the automated features. Once mapped, the system enables direct order transmission through Prisma, with order status updates reflecting in minutes.
Campaign details transfer automatically to the Microsoft Advertising Platform, where users can proceed with campaign building and launch procedures. The integration's architecture maintains data consistency across both platforms while automating previously manual processes.
For unmapped accounts, the implementation process begins with the Customer Engineering team at Mediaocean or the Microsoft Advertising account team facilitating the necessary account mapping procedures. This technical requirement ensures proper data flow and system compatibility between the platforms.
The integration roadmap includes planned expansions to billing and reconciliation functionalities in the coming months. Long-term development plans encompass integration with additional Microsoft Advertising products, though specific timelines were not disclosed in the announcement.
This integration forms part of Microsoft Advertising's broader technical infrastructure developments. It follows other recent platform enhancements, including the implementation of Copilot for AI-assisted campaign management and optimization.
The order insertion automation addresses specific operational challenges in media workflow management. Previously, media buyers faced a fragmented process requiring multiple system interactions and manual document handling. The new system architecture consolidates these operations into a single workflow within the Prisma platform.
Media buying teams using both platforms can access the integration immediately, provided they complete the required technical setup procedures. The implementation does not require additional software installations, operating instead through existing platform infrastructures.
For technical support and implementation assistance, Microsoft Advertising and Mediaocean have established dedicated support channels through their respective teams. The companies maintain separate support structures while coordinating on integration-specific issues.
The announcement emphasizes the technical aspects of the integration rather than marketing benefits, focusing on operational mechanics and implementation requirements. This development represents a structural change in how media buying teams can interact with Microsoft's advertising platform through their existing Mediaocean workflows.