System integrations are becoming a pivotal part of radio technology strategies. Creating a unified ecosystem drives efficiency, lowers costs and delivers insights. The key to gaining this on the revenue side is integrating traffic systems and digital advertising platforms.
However, there isn’t parity across the market. Not every solution provider can build a complete workflow integration. As you evaluate your options and seek to benefit from connected systems, ask these questions.
1. Is the Connection a Workflow Integration or Only APIs?
The first question on your list dives into their definition of integration. Workflow integrations and APIs (application programming interfaces) are different.
APIs connect systems to enable data exchange. For example, an API could pass contact data from the traffic system to the digital advertising platform.
Integrations are more complex and layered. They unite two or more pieces of software to achieve a desired state. An integration enables a streamlined process, sharing data and pushing it downstream.
Both are critical in building a connected ecosystem, but APIs alone are inferior to true integrations. Be sure providers are transparent and factual about how they present their capabilities.
2. What Data Elements Are Shareable?
The fundamental purpose of an integration is data exchange, but every system is different. You should ask specifically about what data is shareable, such as orders, contact information, billing details, etc.
Some systems have limitations here, which means manual work and switching between platforms are necessary.
3. How Does Data Sharing Occur?
Once you know what’s shareable, you need to know how it works. APIs are the typical way in which this occurs. Not all APIs are the same; there are RESTful and asynchronous APIs.
RESTful APIs provide instant responses when there is a call for data. They are open interfaces, which makes them more agile.
Asynchronous APIs are typically the interfaces for legacy systems. They can only request information and wait for a response. What makes them problematic is that they time out regularly because the data is so large. Data may be lapsed, which makes it inaccurate.
If the correct data isn’t shared or the API is limiting, there’s a big deficiency in effectiveness and usefulness.
4. How Often Is Data Being Shared?
In most system integrations between traffic and digital advertising software, you need the data to be as real-time as possible. RESTful APIs usually deliver on this need, while asynchronous ones have problems.
Inquire about the specifics of the accuracy and timeliness of data sharing.
5. Is the Integration Bidirectional?
Not all system integrations are bidirectional, where the data transfer between platforms is available both ways. Some integrations only work in one direction, which can impact their benefits and almost always require manual work.
6. Is There 100% Synchronization?
A tightly integrated workflow syncs airtime and digital orders, which is critical for the process to be accurate and efficient. Without complete synchronization, you’ll have to switch between systems, slowing down ordering.
For most tech stacks in the space, the airtime and digital ordering flow have severe limitations. You could put orders in, but revisions wouldn’t be possible in most scenarios.
7. Does the Integration Cover the Life Cycle of Ad Buys?
The life cycle of the ad buy includes proposing, ordering/execution, reporting and billing. Most proclaimed traffic and digital integrations don’t cover the entire process. It’s crucial for you to know from the beginning what is and isn’t feasible.
System Integrations Are the Future of Radio Revenue Operations
Integrations can yield benefits as the industry looks to cut costs and improve efficiency. Not all technology partners offer integrations that will deliver the best results. Marketron Traffic and Marketron NXT do. They are unmatched in their ability to provide one workflow for proposals, orders, reporting and billing.
