Executive Summary

Advertising procurement today is painfully manual: media buyers, ad-ops and procurement teams still exchange orders via email and spreadsheets across programmatic, direct‑sold, CTV and emerging AI-platform inventory, causing long time‑to‑launch, frequent billing disputes and no consistent audit trail. These frictions hit mid‑market and enterprise advertisers and agencies running dozens to hundreds of buys the hardest. Build a lightweight automation layer that ingests email/spreadsheet orders, normalizes line items, orchestrates approvals and executes buys via platform APIs, while producing auditable reconciliation and billing workflows. The product should foreground templates and single‑click integrations so teams can keep existing habits while eliminating repetitive manual steps. The addressable market is meaningful — roughly 400,000 advertisers × $20,000 ACV implies an $8.0B opportunity — and trends like API maturity, ad‑spend fragmentation and increasing demand for automation and auditability make adoption plausible now. Buyers are actively prioritizing vendors that reduce disputes and speed launches, so even conservative uptake could yield strong unit economics. Differentiate by being email/spreadsheet‑first for low friction, tying procurement controls to finance/legal workflows, and securing platform partnerships to lower integration lift, while being realistic about challenges: API variability, incumbent integrations and the need to prove ROI to procurement teams.

Market Opportunity

Manual ad buying via email/spreadsheets — automate procurement & workflows targets a $8.0B = 400,000 advertisers × $20,000 ACV (annual ad-ops & procurement tooling spend) total addressable market with medium saturation and a year-over-year growth rate of 10% YoY digital ad ops and ad-tech tooling growth (industry estimates from eMarketer and AdExchanger aggregations).

Key trends driving demand: Ad spend fragmentation across channels — buyers need unified workflow tools to manage programmatic, direct-sold, CTV, and new AI-platform inventory.; Increased demand for automation and audit trails — advertisers are prioritizing vendors that reduce manual billing disputes and speed time-to-launch.; APIs and open integrations are maturing — growing availability of ad platform APIs makes automated execution and reconciliation more feasible.; AI-enabled document and email parsing — improvements in AI accelerate automation of legacy manual processes like IO ingestion and reconciliation..

Key competitors include Mediaocean, The Trade Desk, Basis / Centro.

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Manual ad buying via email/spreadsheets — automate procurement & workflows

Executive Summary

Market Validation

Market Opportunity

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