The advertising business has become more complex for media companies as publishers manage multiple brands, audiences, products, and revenue streams across digital channels. Behind the campaigns themselves, sales, fulfilment, billing, inventory, and reporting all need to work together.
Advance Local is now looking to modernize that infrastructure. The US media, marketing, and intelligence company has selected ADvendio as its long term partner for advertising order management and agentic advertising infrastructure.
The partnership will bring key processes across the advertising lifecycle onto a unified platform, including sales, campaign management, fulfilment, billing, and revenue operations.
Advance Local operates a broad portfolio of media and marketing businesses. Its news brands include NJ.com, AL.com, MLive, OregonLive, Cleveland.com, and others that collectively reach more than 50 million people each month.
The company also operates specialist agencies serving some of the most complex marketing categories. Advance Travel and Tourism works with destinations and travel brands, while Advance Healthcare serves specialty practices, hospitals, and senior living organizations. Advance Education works with vocational schools, community colleges, and universities, while Advance Local Solutions serves businesses across the regional economies where the company operates.
That combination creates a diverse advertising environment, with different products, clients, workflows, and commercial requirements.
Following an evaluation of potential platforms, Advance Local selected ADvendio for its capabilities across the advertising lifecycle, as well as the governance and automation needed to support an evolving business.
The implementation is expected to reduce manual interventions and the need for complex system customizations. Instead, teams will have a single source for commercial information, connecting pricing, inventory execution, and billing.
The objective is not simply to replace existing systems. Advance Local expects the new infrastructure to allow its teams to spend less time managing operational processes and more time working with advertisers and addressing their business needs.
“At Advance Solutions, everything starts with helping our clients succeed. We wanted an operations platform that supports that mission. By unifying planning, fulfilment and reporting, ADvendio streamlines the work behind the scenes and gives our teams more time to focus on what matters most: understanding our clients’ challenges and helping them achieve better business outcomes,” said Natalie Pruitt, president of Advance Solutions, a division of Advance Local.
The platform is also intended to support the company’s future advertising needs. ADvendio’s architecture will allow Advance Local to introduce new workflows, expand automation, and incorporate AI driven capabilities as its operations evolve.
For ADvendio, the agreement expands its role within a large US media organization that operates across news, marketing, and specialized agency businesses.
“This is an incredibly exciting moment for the whole ADvendio family, as Advance Local is a hugely prestigious organisation. We are thrilled to have received their confidence in this decision, and the opportunity to partner in their long term growth and development. I look forward to helping them achieve their goals, and learning what more additional value we can unlock,” said Bernd Bube, founder and CEO of ADvendio.
The partnership illustrates how the next stage of advertising technology is increasingly focused on the infrastructure underneath the campaign. For publishers managing multiple products and commercial models, connecting the systems responsible for selling, delivering, and billing advertising can be as important as the technology used to reach audiences.
