Despite the rapid growth of programmatic advertising, the majority of premium video and CTV transactions still happen through direct deals. Yet the workflows behind those transactions haven’t kept pace. Many still rely on fragmented offline communication, manual processes, and disconnected financial reconciliation.
That’s exactly the problem Prisma Direct was built to solve.
Today, we’re proud to share that Prisma Direct has been recognized with the Marketing Campaign Management Innovation Award at the annual MarTech Breakthrough Awards. The recognition reflects the industry's growing need to modernize one of advertising's most foundational (and historically manual) workflows: premium video direct buying.
Why Direct Buying Needed Modernization
For years, premium direct buying has relied on fragmented, manual workflows. Ad buyers and sellers have had to navigate spreadsheets, PDF contracts, rekeyed insertion orders, and disconnected financial reconciliation systems.
These manual processes create significant friction and risk across the media buying lifecycle. Relying on hand-keyed data introduces human error, exposing agencies and brands to costly financial and operational vulnerabilities. By eliminating these manual failure points, users can safeguard campaign execution while accelerating activation, reducing billing errors, cutting costs, and scaling with real-time agility.
How Prisma Direct Transforms Campaign Management
Prisma Direct replaces those disjointed steps with a fully integrated, automated workflow. By connecting buyers and sellers within a single system, the platform streamlines the entire transaction lifecycle across ordering, trafficking, analytics, billing, and reconciliation.
Through standardized, API-driven integrations with leading media companies, Prisma Direct establishes a unified infrastructure for premium video transactions. Our foundational integration with Disney marked the first major step in this evolution, proving that automation and transparency can seamlessly replace legacy processes at enterprise scale.
Delivering Measurable Impact for Buyers and Sellers
Prisma Direct represents a fundamental shift in how premium video is bought and sold. By bridging the gap between legacy processes and modern omnichannel demands, the platform delivers distinct advantages for both sides of the transaction:
- For agencies and brands: Teams benefit from reduced operational overhead, fewer intermediaries, lower transaction fees, and real-time visibility into campaign execution.
- For media companies and publishers: Sellers experience increased net revenue, reduced operational leakage, faster activation timelines, and a scalable pathway for premium direct deals.
Setting a New Standard for TV and Video Advertising
The recognition reinforces the industry’s need for more automated, transparent, and connected workflows for premium video transactions. Advertisers and media companies need infrastructure that supports speed, financial transparency, and enterprise scale.
We are proud to lead this transformation with Prisma Direct. We want to thank the MarTech Breakthrough Awards for the recognition, our media partners like Disney for their collaboration, our agency and brand partners for trusting Mediaocean to power their advertising workflows.
To learn more about how Prisma Direct can modernize your video buying and selling workflows, visit our solution page or contact the Prisma team today.
