Digital publishers are facing growing pressure to coordinate advertising sales, campaign delivery and billing across increasingly complex media businesses. As automation and AI reshape advertising workflows, consolidating the systems behind these operations is becoming an important step for companies seeking to scale without adding administrative complexity.
Advance Local, a US media, marketing and intelligence company, has selected ADvendio as its long-term partner for advertising order management and agentic advertising infrastructure. The agreement will bring sales, campaign management, fulfillment, billing and revenue operations together on a unified platform.
Advance Local operates news brands including NJ.com, AL.com, MLive, OregonLive and Cleveland.com, which collectively reach more than 50 million people each month. Its business also includes marketing services for travel, healthcare and education organizations, alongside solutions for businesses in regional markets.
The selection followed an evaluation of platforms capable of supporting the company’s advertising operations. According to ADvendio, the unified platform is designed to reduce manual interventions and complex system customizations while aligning pricing, advertising inventory execution and billing.
Natalie Pruitt, president of Advance Solutions, a division of Advance Local, said the decision was driven by the company’s focus on client outcomes.
“At Advance Solutions, everything starts with helping our clients succeed. We wanted an operations platform that supports that mission.”
Pruitt added that consolidating operational processes would allow teams to devote more time to advertisers’ needs.
“By unifying planning, fulfilment and reporting, ADvendio streamlines the work behind the scenes and gives our teams more time to focus on what matters most: understanding our clients’ challenges and helping them achieve better business outcomes.”
The platform is also intended to provide a foundation for additional automation and AI-driven capabilities as Advance Local’s advertising business evolves. The announcement did not specify a deployment timeline or identify particular AI applications planned for implementation.
For media companies, the challenge extends beyond automating individual tasks. Advertising operations must coordinate commercial agreements, available inventory, campaign delivery and financial records across multiple products and clients. Consolidating these processes can provide a more consistent operational foundation, although its effectiveness will depend on how well the system supports existing workflows and future business requirements.
Bernd Bube, founder and CEO of ADvendio, described the agreement as a long-term partnership.
“This is an incredibly exciting moment for the whole ADvendio family, as Advance Local is a hugely prestigious organisation. We are thrilled to have received their confidence in this decision, and the opportunity to partner in their long-term growth and development.”
Bube added: “I look forward to helping them achieve their goals, and learning what more additional value we can unlock.”
The agreement reflects a wider shift in advertising technology toward connecting operational systems before expanding automation. For publishers, the challenge is not simply deploying AI tools, but ensuring that the underlying infrastructure can support reliable campaign execution, consistent billing and increasingly complex commercial workflows.