The ad industry is no stranger to change. From the rise of digital ads to the expansion of audience data and the much-anticipated disappearance of cookies (one day, maybe), the landscape is always shifting. There is constant movement and change when it comes to engaging and educating advertisers on best campaign practices.

But what about the organizations that drive the ad sales business? The software and processes they have utilized have remained, for the most part, stagnant. Sales teams are expected to keep up with demand and increasing budgets while fighting against the reality of learning multiple applications, switching between platforms, and hoping the data they utilize is accurate.

The reality: To meet the needs of modern advertising, the media industry requires technology built for both linear and digital workflows on one unified platform.

The Vision Behind Pilot

Initially, when we developed Pilot, we aimed to solve decades-old pain points in campaign and order management, particularly within the MVPD space. Multi-channel video programming distributors (think cable companies) wanted a place to search for programming, create proposals, manage orders, and run reports without accessing multiple systems. The results were game-changing. But as the industry evolves, so do its challenges. Linear and digital workflows remain siloed, leaving sales teams to learn and work within yet another system.

Now, the media industry is seeking to close the gap between linear and digital fragmentation and promote an audience-first approach to buying and selling advertising.

The design of Pilot was not just about solving current problems but also about laying a solid foundation for future expansions and solutions. Our open API infrastructure has always allowed us to seamlessly integrate with other systems, providing users with a flexible and adaptable platform and laying the groundwork for an advanced solution.

Closing the Divide

Our first step toward an advanced digital solution will be in the SSP space. To better explain our methodology, here’s a quick breakdown of the programmatic ecosystem:

• Demand-side platforms (DSPs): Used by advertisers to buy ad impressions from various publishers in an automated fashion. This allows them to target specific audiences based on data like demographics, interests, and behaviors.
• Supply-side Platforms (SSPs): Used by publishers to facilitate sales of available ad inventory, ensuring they maximize revenue by offering impressions to multiple DSPs.

For publishers, smarter targeting through options like private marketplaces (PMPs) is critical for monetizing inventory. A subset of real-time bidding, the private marketplace (PMP) allows publishers to offer inventory to select advertisers at a set price—this is generally the most sought-after ad space publishers have available.

MVPDs are not publishers in a traditional sense; rather, they negotiate contracts with networks to sell their ad placements. However, given their ability to reach intended audiences with robust targeting, many impressions remain unsold - lending itself to the need for an SSP and programmatic solutions.

Seamless Integration

A large part of Pilot’s appeal is its usability. We want this to be true whether they work in the linear or digital space. To ensure a smooth transition between the two, we’re building on the strengths of Pilot’s intuitive interface.

The vision centers on combined proposal capabilities, enabling users to work efficiently across multiple product types. We designed the interface to align with the familiar functionality of Pilot Linear, ensuring that the advanced tab for programmatic shares a similar look and feel. Product types are tailored to each organization, allowing customized parameters and restrictions to suit specific needs.

Our initial integration with Magnite is just the start. The system is designed to support multiple SSPs and advanced products, paving the way for direct streaming and beyond.

What’s Next

The future release of our digital capabilities, slated for Q1 2025, marks the beginning of a bigger transformation. By unifying linear and digital workflows, Pilot isn’t just keeping up with industry changes—it’s guiding the future of ad sales.

Our vision is clear:

• Enhance workflows for existing users.
• Expand into new areas like broadcast and agencies.
• Deliver a smarter, faster way to manage campaigns—under one roof.

In an industry driven by speed, precision, and innovation, Pilot empowers sales teams to work smarter, not harder. We’re excited to help redefine ad sales, bringing more value to advertisers, publishers, and audiences alike.