This document discusses opportunities to automate and standardize workflows in media and advertising sales processes. It analyzes various processes like order management, traffic management, billing and reconciliation. It finds that many processes are non-standard, involve multiple systems and lack integration. This leads to increased turnaround times, errors and revenue leakage. The document estimates the automation potential for various processes using robotic process automation and smart workflow tools. It recommends approaches like using APIs and rule-based decision making to simulate actions and streamline processes. Standardizing workflows, integrating systems and introducing automation can help improve operational efficiency, customer experience and margins.

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Ad Sales and Ad Buy in the
spotlight

2. WHEN DO WORKFLOWS GO WRONG ? (simple example)
Start Media Campaign
Check Inventory avail
Review brief
check for changes
Check Brief for changes
- send to customer
Check costs are correct
Check/ Chase for PO
received
update goals, campaign
inventory in system(s)
Check contract matches
buys – update?
Update systems, send
notifications , check
billings OK
Advise team buy is “live”
Trafficking start
Pre-emption & make good
Supplier invoice processing,
Customer billing

3. Genpact & CORA - Reimagined Process ….
Backbone = Sequence Process Automation
Discrep &
recon-
ciliation
Managt
Actual-
ization
Search
buying,
Social
buying
Digital,
print &
OOH
buying
Broadcast
buy TV,
Radio
Pre-empt
& make
good
Media
Planning,
campaign
budgeting
Client On-
boarding
Client
Billing &
collection
Supplier
Invoice
Processing
Close
Campaign
Provides : Command and Control, MI, BI, SLA &KPI Reporting & Dashboards, track & trace
Provides : Integration & Orchestration
RPAExisting
Salesforce.com
OCR for doc scanning
and extraction
AkritivAnalyticsSharepoint DMS D365
UPSTREAM
Key Client self service via
portal, email
Front Office
(eg Media planners)
DOWNSTREAM
Supplier invoice via portal,
email, print
Middle Office
(eg Media Buyers)
Back office
(eg invoice processing, billing)

4. Reimagining
Ad-sales with
AI/ML
Robotic process automation National language processing
Pricing & Inventory
Air Ad
unit &
confirm
Schedule
Ad unitTrafficIssue
HandlingAllocationsFlighting
Flighting Allocations Issue
Handling
Apply Ad
Unit Copy
Schedule
Ad Unit
Air Ad Unit
& Confirm
Smart workflow Machine learning Cognitive agents
Possible digital
interventions across
Ad sales process
CSR

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Observations & Impact Summary
Process Standardization System LimitationsWorkflow & Automation
Observations
• Non standard and unstructured
order inputs from different agencies
• ACs perform the Bump/Swap
process based on their individual
assumptions and experience level
Impact
• Increased turn around time
• Prone to errors
• Revenue leakage
Observations
• Multiple systems involved and don’t
have a seamless workflow
• Inventory reporting is not real time
• Inventory systems needs manual
refresh in order to check the current
available inventory
Impact
• Increased turn around time and
redundancy of manual effort
• Lack of visibility of the available
inventory
• Revenue leakage
• Error prone
Observations
• Lack of standardized workflow for
the end to end order management
process
• Multiple system touchpoints for
existing process
• Lack of automation in the current
process
Impact
• Increased turn around time
• Prone to errors
• Revenue leakage
Governance & Reporting
Observations
• Lack of a standard
reporting framework and one stop
smart analytics dashboard to
measure the operational health
• Lack of SLAs and KPIs to measure
the process health
Impact
• Low Visibility
• Lack of data for decision making
• Lack of controls

6. Implications on Revenue Operations & Accounting – Linear,
Direct-Response & Digital Ad Sales
Month end close
DSO/ Cashflows
Inventory
Reconciliation
Revenue
forecasting
Broken Customer
Experience Middle –
Back to Front office
Workflow &
Automation
Variances - First
Party vs 3rd Party
Ad Servers
Process
Standardization &
Documentation
Viewability – No
particular
Standard
Manual Processes
– Invoicing &
Recon
System
Integrations

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Order Management key Value Drivers – Media & Entertainment
Majority of orders
touched on average
5 times1
1 2 3 4
Majority of orders
are High Touch
Manual allocation
of ad slots leading
to low OTIF
Potential revenue loss
on account of
unfulfilled / lost orders2
Impact leading to
potential revenue loss
(customer attrition)3
Limited visibility
to E2E order life
cycle
Minimal self
service portals for
customers
Potential revenue loss as
customers & agents
unable to use self service
portals for entitlements

8. 8 ® 2020 Copyright Genpact. All Rights Reserved.
Order Management challenges across industries drive three key outcomes
– Revenue, Customer experience and Margin
Cost Per Order
Revenue Leakage
Customer Experience
Key Business Challenges Value Proposition
• Manual order entry – Email, PDF, Fax, Phone, etc.
• Clean Order Preparation – manual validation against Product,
Price and Customer Master Data
• Manual Orders exceptions resolution (including EDI-iDOCs)
• Back orders and fulfillment issues
• Missed price increases, over-discounting, mis-billing, missed
SLAs
• Disputes, and end-customers’ penalties / fines
• Lack of customer segmentation and strategy
• Limited systematic CX measurement and analytics
• Limited customer journey mapping across order value chain
Value Drivers
Control Tower, Self Services Module & Genpact proprietary -
CSCRTM -
Optimized self-service empowers customers while reducing costs and call
volumes
Actionable analytics help to grow your customer base and increase loyalty
Order Automation Module –
~ 40%-60% productivity
Reduced cost-per order by over 50%
2x Improvement in order accuracy
Order Exception module –
3%-5% improvement in POI % by reducing the Out-of-Stock situations, back
order, and subsequent improvement in fulfillment issues
Automating allocation process and reducing manual tasks by ~70%

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Media Industry Linear Ad Sales Process Overview (L2/L3 Level)
Perform Order Search
Process Ready to
be Processed
Adjust log grid to
make holes
Place spots to fill
holes
Preempt/ Finalize Reconciliation
Read Profile Setup Form
Notify AE in case info is
missing
Create/update
advertiser
Notify AE with External
ID
Initiate Credit Check
Traffic
Management
Advertiser
Profile Set Up
Sales1
2
3
Run Reconciliation Adjust Fallouts
Review log for
discrepancies
AE fixes revenue
code
Generate Invoice Send Invoice
Auto Reconcile billing file Manual reconciliation Reschedule the spots Adjust Spot schedule Preempt
Billing
Reconciliation
Traffic
Continuity
4
5
6
Prospect
Lead
Creation
Account
Creation
Opportunity
Creation
Promotion
Creation
Proposal
Creation
Profile
Set Up
Credit
Check
Order
Creation
Run Missing Instruction
Match the record in
Creative Systems
Create House /Cart Update Instruction Mark PO as schedule

10. 10 ® 2020 Copyright Genpact. All Rights Reserved.
Digital Ad Sales Process Overview – L2-L3 Level
Reservation Policies
Credit Check
Establishing Credit
Limit
Review Agency T&C’s
Pricing Approvals
Rich Media Fees &
Measurements
Compatibility of
placements with Third
Party Ad Servers
Identify requirements
and allocate resources
Ensure Concise Billing
Language – Exact
details on pacing
All necessary Contact
information is included
Proposals should match
Agency’s IO – Rev
Recognition
Confirm and
document billing
method
Open communication –
Sales & Accounting
Rich Media vs Non-
Rich Media
QA Time – Very
important
Phases of Process
Templates
Tasks
Mid Campaign
Changes
IO Matches the details
in Order Entry System
One-one relationship
between 3rd party ad tag
and first party placement
Post launch testing –
tag implementation
and expected data
Publisher and Agency to
monitor Third party and
First party impression
numbers regularly
Re-allocate inventory if
under-delivery
Integration of Systems
Collection process to align
with level of acceptable risk
Centralize communication
management with customer
Train employees specific to
digital campaigns – issues
around impression counting,
billing & reconciliations
Store all agency billing
contact information in
publisher order system
Invoice amount based on
actual impression counts
Attach separate PoP to
every invoice

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Automation Assessment through Workflow Orchestration + RPA
Process Name Automation Percentage Feasibility
Efforts Saved
(Hrs) in a week
Assumptions for automatable
steps
Sales Process and Initiation of
Request
Out of Scope Out of Scope ▪ Order intake will be ingested through a
web portal
▪ Automatic processing and decision
making will be based on rule-based steps.
▪ Rules and prioritization should be
provided during the solution and design
stage.
▪ API interface should be available for Cora
Sequence integration where applicable
Receive and Validate Order ~75.6
Order Creation ~126
Inventory Match Up
(Bump/Swap)
~190.4
Order Booking ~44.8
Sales Operations Traffic ~25.2
Aggregated Automation Potential ~82.5% Total Efforts Saved ~462
0%
~85%
~80%
~90%
~90%
~90%

12. 12 ® 2020 Copyright Genpact. All Rights Reserved.
Smart Workflow automation assessment of the processes
Process Name Automation Potential Feasibility
Assumptions for
automatable steps
Recommendation
Sales
▪ Automatic processing
and decision making will
be based on rule-based
steps. Rules and
prioritization should be
provided during the
solutioning and design
stage.
▪ API interface agreement
should be available for
Cora Sequence
integration where
applicable
▪ Recommend the use of API
for Wide Orbit or DB
objects execution to
simulate UI actions.
Agency Advertiser Profile
Setup
Traffic Management Process
Traffic Continuity Process
Reconciliation
Billing
100%
~90%
~30%
1. Automation Potential refers to the expected potential for automation based on the detailed process steps, taking into Feasibility, Complexity, and Scalability, hands off, exceptions etc in terms of time and
effort saved
~85%
~80%
27% X

13. 13 ® 2020 Copyright Genpact. All Rights Reserved.
RPA Automation Assessment of the Processes
Process Name Automation Potential Feasibility
Assumptions for
automatable steps
Recommendation
Traffic Continuity Process
▪ Bot is able to identify the
object on Wide Orbit
Application
▪ Rule based steps with
clear processing
instructions , with
decision making based
on standardized and
predictive rules
▪ Creative system web UI
has unique
identifier(xPath) with
respect to Client name
and Order number
▪ * Recommended the use of
API for Wide Orbit or run
the stored procedure to
perform similar action
done on UI.
Traffic Management Process *
Agency Advertiser Profile
Setup
Reconciliation
Billing
Sales
~29%
~86%
~59%
1. Automation Potential refers to the expected potential for automation based on the detailed process steps, taking into Feasibility, Complexity, and Scalability, hands off, exceptions etc in terms of time and
effort saved by deploying bots
2. Effort Saved refers to time saved by deploying bots, including exceptions
~60%
~27%
~29%
X
X
X