Media companies do not just sell advertising space. They must coordinate inventory, campaign delivery, pricing and billing across teams, products and clients. As those operations grow more complex, disconnected systems can create additional manual work and make it harder to manage revenue consistently.
Advance Local has selected ADvendio as its long-term partner for advertising order management and agentic advertising infrastructure. The agreement will bring sales, campaign management, fulfilment, billing and revenue operations together on a single 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 specialist marketing agencies serving the travel and tourism, healthcare and education sectors, alongside services for regional businesses.
The group selected ADvendio following an evaluation of its advertising lifecycle capabilities, governance and automation. The objective is to reduce reliance on manual processes and complex system customisations while creating a more consistent way to manage commercial activity.
Natalie Pruitt, president of Advance Solutions, a division of Advance Local, said the decision was driven by the need to improve how teams serve their clients.
“At Advance Solutions, everything starts with helping our clients succeed. We wanted an operations platform that supports that mission. 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.”
Consolidating advertising workflows
The platform is designed to align pricing, inventory execution and billing, giving Advance Local a shared view of its commercial operations. For publishers, connecting these functions can help address discrepancies between what sales teams promise, what campaign teams deliver and what finance departments invoice.
The company expects the integration to reduce operational overhead and give teams more time to develop advertiser relationships. The agreement also provides a framework for introducing new workflows and expanding automation as its advertising business evolves.
That longer-term ambition includes AI-driven capabilities. Although the announcement refers to agentic advertising infrastructure, it does not identify which AI agents will be deployed, what tasks they will perform or when implementation will begin.
Bernd Bube, founder and CEO of ADvendio, said the company sees the agreement as a long-term partnership with the media group.
“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. I look forward to helping them achieve their goals, and learning what more additional value we can unlock.”
For ADvendio, the agreement brings its advertising technology into a large media operation with multiple brands and specialist marketing businesses. For Advance Local, the immediate priority is consolidating its commercial infrastructure. The next test will be whether that integration can deliver measurable improvements in campaign execution, billing and revenue operations while supporting future AI adoption.
