Case Study: How National Public Media Unified Advertising Data with Burt
Unifying advertising data to deliver on sponsor objectives
National Public Media unified fragmented campaign, pacing, billing, and reporting data with Burt, giving its advertising operations team a single source of truth across podcast and digital campaigns.
Fragmented data
More than 10 isolated platforms and dashboards made it difficult to build a complete picture of performance, pacing, and billing.
One source of truth
Burt consolidated data from ad servers, Spotify Ad Analytics, third-party vendors, and business systems into unified workflows.
Estimated annual analyst cost savings, alongside faster pacing, automated billing, and dramatically more efficient reporting.
Disparate sources of information
NPM’s ad operations team worked across many different data platforms and reporting dashboards to piece together a complete picture of campaign performance, pacing, and billing.
Podcast content introduced additional challenges around metrics and attribution. The team needed a holistic solution that could aggregate product, ad server, and billing data in one place and create a unified understanding of performance and revenue.
Finding a single source of truth
Burt worked closely with NPM to identify its advertising operations data needs and implement custom solutions and integrations designed to improve efficiency and performance.
That included workflows combining data from Spotify Ad Analytics, ad servers, and third-party data vendors including DCM and Sizmek. Burt also supported NPM through an order management system migration.
Boosting efficiency and accuracy across pacing, billing, and reporting
Spotting pacing issues earlier
NPM’s campaign managers, sales representatives, and advertising operations leadership can identify pacing and reporting issues earlier, including line items projected to underdeliver and incorrectly implemented trackers.
Aggregated data and frequently updated delivery information allow teams to prioritize campaigns that need attention and act before revenue is put at risk.
Billing with automated workflows
Updated impression-delivery data is automatically pushed into NPM’s order management system throughout the day, supporting end-of-month billing workflows.
Billing logic within Burt also handles NPM’s hierarchy of first-party and third-party impression methods, reducing manual decision-making for campaign managers.
Generating performance reports faster
Burt brings together sponsorship delivery data across podcasts and digital properties so NPM can generate client performance reports without manually assembling data from multiple platforms.
In one example, a mid-campaign podcast performance report that previously required three to four hours was completed in approximately 30 minutes using Burt.
The case study estimates approximately $300,000 in annual analyst cost savings from reducing manual work across pacing, billing, and reporting.
A managed partnership built around NPM’s needs
NPM also highlighted Burt’s service model as an important part of the partnership. The ability to add integrations and customize workflows provided flexibility while maintaining hands-on support throughout implementation and ongoing operations.
Fueling streamlined ad operations and revenue retention
With Burt, NPM’s campaign performance data lives in one place, enabling more efficient analysis and optimization. Across podcasts and digital, the team has a unified foundation for campaign performance, reporting, billing, and revenue operations.
Less time spent manipulating data gives the advertising operations team more time to serve sponsors, solve delivery issues, and pursue new revenue opportunities.
Learn more about BurtOriginally published July 13, 2023. Republished in the Burt Intelligence Resources Center.