FatTail Named Finalist for AdExchanger Awards for Best Use of Technology by a Publisher

We are thrilled to share the news that FatTail has been named an AdExchanger Awards Finalist in the category of Best Use of Technology by a Publisher for AdBookPortal, a product that streamlines publisher-advertiser communication. Developed in collaboration with American City Business Journals (ACBJ) and rigorously tested by their teams, the portal opens up a new frontier for creative management. 

“The result of the ACBJ and FatTail partnership is AdBookPortal, a highly flexible, industry-first solution that enhances publishers’ relationships with their advertising clients,” said Doug Huntington, FatTail CEO. 

After using AdBookOMS for nearly 20 years, ACBJ came to FatTail with new pain points related to campaign execution and customer management. With ad ops teams stuck in the weeds of tangled email chains, the organization was seeking a solution that would streamline communication with advertising clients to reduce transaction costs and cut down on operational friction. 

When advertising clients have to email ad ops teams for everything from format specifications and deadline questions to reporting requests and billing clarifications, publisher teams have little time left for campaign optimization. ACBJ was struggling with efficient post-sales communication with its advertising clients. 

After understanding these frustrations, FatTail devised a client-facing portal that publishers can hand over to their advertising clients as a tool that aids both parties. In the portal, advertisers can view creative deadlines, upload deliverables, check up-to-date campaign progress, retrieve reports and supporting documents like screenshots, and pay invoices. The portal anticipates the needs of the client and offers streamlined solutions that free publisher inboxes from low-level requests, letting teams pursue high-value activities instead. 

“We are always looking for that competitive advantage that’s the next level above what other media outlets are offering,” said Ryan Whittington, ACBJ SVP. And with AdBookPortal, ACBJ can offer its clients a premier experience that cuts down on headaches for publishers and advertisers alike. 

FatTail looks forward to implementing the Portal with other AdBook clients to help publishers scale business and drive success. 

We at FatTail are honored to be named an AdExchanger Finalist for AdBookPortal and are so grateful to our partners at ACBJ for the fruitful collaboration! AdBookPortal is another step we are taking to ensure the success of professional journalism for generations to come. 

The winner of the Best Use of Technology by a Publisher award will be announced by AdExchanger at its Programmatic I/O event in New York City October 17.