"Don Draper would be overwhelmed by the sophistication of digital advertising. But he’d laugh at how unsophisticated financial reconciliation remains.
We can buy impressions in milliseconds and continuously optimize, yet, on the back end, we’re still exporting spreadsheets and manually reconciling invoices against contracts and delivery. The more sophisticated the front end gets, the less sustainable the reconciliation becomes.
This creates pain for accounting teams and economic friction for agencies. Manual work, meanwhile, erodes margins, and delayed billing means cash-flow pressure across the business (not to mention that it drives CFOs crazy)."
Read more from Basis' Mike Olson in AdExchanger.
