Media agencies are rethinking how they plan and execute advertising investments

Media agencies are managing an increasingly fragmented buying environment. Advertisers distribute budgets across social platforms, streaming services, digital publishers and other channels, while agencies must coordinate planning, audience data, campaign execution and measurement across different systems.

The pressure is not only technological. According to Experian’s 2025 Media Buying in Transition research, 81% of surveyed agencies were concerned that relying exclusively on advertisers’ first-party data could limit their ability to reach audiences at scale. The study also found that 85% were looking to strengthen their use of third-party data.

Artificial intelligence is adding another dimension to the shift. Agencies are exploring automation for planning, bidding and campaign execution, but they still need systems that provide visibility into budgets, inventory, delivery and commercial agreements. This makes workflow coordination an important part of evaluating media buying technology.

Best media buying software for agencies

Media buying software helps agencies and advertising teams plan, coordinate and manage media investments across channels. Depending on the platform, capabilities can include campaign planning, inventory access, order management, budget oversight, buying workflows and performance reporting.

ADvendio provides advertising management software designed for media buyers and sellers. Its platform connects campaign management, inventory and commercial operations, with tools intended to help organizations coordinate advertising activity across multiple channels.

Through AdOne, ADvendio offers an omnichannel advertising management solution built on Salesforce. The platform supports campaign and order workflows, inventory management and coordination across advertising channels. This can be relevant to agencies and media organizations that need to manage complex advertising operations within a centralized environment.

ADvendio also provides inventory management capabilities covering formats such as digital, connected TV, print and out-of-home advertising. Centralizing inventory information can help teams work with a more consistent view of available media opportunities when coordinating campaigns.

The company’s broader Revenue OS connects advertising management with financial and operational processes. Its architecture includes integrations and agent-based workflows intended to support coordination between different parts of the advertising ecosystem.

For agencies comparing media buying software, it is important to distinguish between platforms focused on programmatic bidding and those designed to manage broader advertising workflows. ADvendio’s documented capabilities are centered on omnichannel campaign, inventory and revenue operations rather than positioning it as a standalone demand-side platform (DSP).