FatTail Inc. and RSG Media announced their plan to build an advertising sales enablement platform that will allow for seamless buys of publishers’ Digital and Linear inventory. Named the Advanced Planning Tool (APT), this new platform will enable sellers to build and track a single convergent plan, while integrating to most publishers’ traffic and order management systems to execute the buy downstream.

“We are very excited about the approach we are taking because it addresses a significant market need without requiring major overhaul of existing technology investments,” Doug Huntington, CEO of FatTail explained.

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Both Huntington and RSG’s CEO, Mukesh Sehgal see the partnership as a natural fit given both companies’ philosophies of providing best-of-breed solutions in their respective industries. “RSG’s philosophy has always been to build products that addressed some of Linear’s most difficult challenges, while integrating seamlessly with a publisher’s existing tech stack,” Sehgal said.  “Our partners at FatTail have the same philosophy in the digital space, and with our combined expertise, we’ll be able to build a world-class platform,” Sehgal finished.

Huntington also remarked that both companies’ “sales-first” approaches was a key consideration inbuilding such a platform.  “Our focus has always been helping our clients drive more revenue. This new unified sales platform is a natural extension of our core business.”

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APT will be built in three phases:

Phase 1 will allow sellers to build a singular plan for both linear and digital and seamlessly push it to their respective linear and digital order management solutions.

Phase 2 will leverage the API capabilities of both platforms to bring back crucial information about how the unified plan is performing. This will give the seller a holistic view into what is happening with the campaign, communicate that to the client, and make adjustments as needed.

Phase 3 will leverage existing predictive analytics, AI and optimization techniques to suggest what combination of digital and linear products & targeting a seller should pitch to create the best convergent plan for a client’s specific goals.

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