Long gone are the days of Don Draper’s smoke-filled rooms. However, many aspects of the ad selling and buying process remain stuck in the past. The traditional price-setting approach has proven suboptimal, as ad sellers tend to hold the keys to one-off negotiations with each client without the benefit of data-driven rate guidance. Our analysis shows that media platforms are leaving winnable deals and revenue on the table year after year. The issues start with a lack of readily accessible data but are compounded by a dearth of modern tools to optimize complex ad rates, schedules and sales processes.

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