Warner Bros. Discovery is integrating its advertising sales technology with Mediaocean's Prisma Direct workflow to automate direct media transactions. The integration begins with a connection to WBD's Neo self-service platform, with plans for a more comprehensive system-to-system link for ordering, trafficking, and reconciliation.
This integration addresses the 'last manual frontier' of premium video by digitizing the labor-intensive paperwork that still governs most direct TV and streaming deals. By connecting to Prisma, WBD positions its inventory where agency buyers already manage their books of record, potentially reducing the 10% reconciliation discrepancies common in manual billing. However, the move comes as WBD faces a pending acquisition by Paramount, which operates its own proprietary ad stack and has not yet joined the Mediaocean ecosystem. Industry observers should watch for whether Paramount maintains this API link or migrates WBD inventory to its own Ads Manager after the merger closes.
Warner Bros. Discovery has integrated its Neo self-service platform with Mediaocean’s Prisma Direct to automate direct ad transactions. By replacing manual processes like spreadsheets and PDFs with system-to-system APIs, the partnership aims to streamline ordering, billing, and reconciliation, potentially reducing common discrepancies in premium video advertising deals across linear and streaming inventory.
The partnership aims to digitize labor-intensive manual paperwork in ad transactions by connecting WBD's Neo platform to Mediaocean's Prisma Direct, enabling automated workflows for ordering, trafficking, analytics, billing, and reconciliation.
The integration begins with Neo, the self-service buying platform launched by Warner Bros. Discovery in 2025 for its streaming and linear inventory.
By moving from manual processes to system-to-system APIs, the integration aims to reduce the 10% reconciliation discrepancies that are common in manual billing for premium video deals.
The acquisition creates uncertainty regarding the future of the API link, as Paramount operates its own proprietary ad stack and has not yet joined the Mediaocean ecosystem.
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