Order Management System

CRM

Client intelligence

Generic CRMs do not understand media. They treat an agency, a brand and a buying point as three unrelated records, force commercial teams to maintain "the real picture" in spreadsheets on the side, and leave revenue, pipeline and campaign history scattered across three systems that never agree at month-end.

adserve's CRM is built around the actual structure of the commercial relationship — agencies, advertisers, brands, buying points and their parent groups — with every interaction, proposal, confirmed booking and invoice linking back to one client record. Pipeline, share-of-wallet, run-rate, contract status and credit position sit in the same view, derived live from the platform itself rather than reconciled from elsewhere. And where a client already runs an enterprise CRM, adserve's CRM shares data with systems such as Salesforce, Microsoft Dynamics and HubSpot — so the media-specific record stays in sync with the wider business.

The screenshot shows a single agency view: hierarchy on one side, live revenue and campaign activity on the other — the kind of single source of truth digital-first platforms quietly assume their clients already have somewhere else.

Deals Manager

Commercial complexity handled

Broadcast pricing is not a spreadsheet — it is rate cards stratified by station tier, daypart and audience, layered with seasonality, value pots, agency commissions, negotiated overrides and dynamic pricing rules that move with sellout. Most platforms force commercial teams to encode that complexity in PDFs and tribal knowledge. adserve treats it as data.

Deals Manager models every dimension of pricing as a versioned, governed object — rate cards, daypart weightings, partner/competitor station treatments, dynamic rules, agency-specific deals. The AI layer flexes prices within those rules as demand moves, so revenue teams release a yield curve instead of defending a static card; the audit trail keeps finance and compliance comfortable that pricing didn't drift outside policy.

Pre-built and custom multi-channel packages let sales reps quote linear, digital audio, video, social and online inventory in one proposal — at the omni-channel level, not stitched together across systems after the fact.

Campaign Manager

Plan, book, deliver

In most station groups, building a media plan is still a multi-day, multi-spreadsheet exercise — and the moment a brief changes, the work starts again. Campaign Manager closes that gap with an AI planning engine that turns a brief into an optimised, audience-led, fully allocated plan in around 25 seconds, against live inventory in Pulse and live audience data from RAJAR, JNLR, Ipsos and third-party measurement.

The planner stays in control: every output of the AI is editable, every constraint is visible, and the daypart and day-of-week weightings can be tuned without rebuilding the plan from scratch. The same brief can mix broadcast radio, digital audio, video, social and online — one objective, one optimisation, one omni-channel plan.

When the advertiser approves, the proposal becomes a confirmed booking without re-keying, and flows downstream into Pulse for scheduling, into Trafficking for delivery, and into Copy & Creative for AI-generated scripts. One workflow, end to end.

Billing & Reporting

Revenue closed

Most broadcasters bill from the schedule and reconcile with playout afterwards — a process that leaks revenue every month through unverified airplay, unpicked-up makegoods and quiet timing mismatches between systems. adserve inverts this: only confirmed broadcasts generate invoices, because Pulse's reconciliation feeds billing directly. What aired is what's billed, and the audit trail goes all the way back to the original brief.

AI-driven revenue modelling forecasts in real time against pacing, pipeline and historic seasonality — giving commercial leadership a forward view that's actually trustworthy, not a snapshot a week behind. Credit management, dunning, agency commissions and SOX-grade controls are first-class concerns, not bolt-ons. Integrations into SAP, Salesforce, Microsoft Dynamics and QuickBooks keep finance teams using the systems they already trust while adserve does the heavy lifting upstream.