Running an advertising campaign across multiple platforms can resemble coordinating several moving parts on separate clocks. Media plans, audience targeting, campaign setup and billing must remain aligned, even when each process runs through a different system. As agencies expand their digital advertising operations, managing these connections manually can become an obstacle to scaling.
Petrol Advertising, a California-based creative marketing agency, has selected ADvendio to centralize media planning and campaign management. The agreement comes as agencies seek to reduce the administrative work involved in buying and managing advertising across social media and programmatic channels.
The challenge is particularly relevant for agencies working across industries such as gaming and entertainment, where campaigns can involve multiple platforms, clients and advertising formats. Without centralized systems, teams may have to configure campaigns separately, transfer information between tools and reconcile spending through disconnected workflows.
Ari Sapriel, media director at Petrol Advertising, said the agency had been operating without dedicated systems for several functions.
“Prior to ADvendio, our team was operating without dedicated programmatic buying toolsets, agentic tools,” Sapriel said, adding that the agency also lacked “centralized project management and planning systems.”
Petrol was looking for ways to improve coordination with clients and placement partners while simplifying campaign setup. Sapriel said ADvendio “stood out as the best solution across all three areas.”
Campaign automation extends beyond media buying
The selected platform is intended to bring campaign workflows together, including processes involving X, Meta and TikTok. Petrol also sought to connect media buying with its NetSuite billing system, linking campaign execution with financial operations.
That integration highlights a broader issue in advertising technology. Automating individual tasks does not necessarily eliminate the work required to move information between platforms. Agencies still need systems that connect planning, execution, reporting and billing if they want to reduce manual processes across the campaign lifecycle.
Petrol cited potential time savings from ADvendio’s programmatic and social advertising capabilities as a factor in its decision. Sapriel described “the potential for significant time savings across our programmatic and biddable media channels” as one of the elements that influenced the selection.
Cost was another consideration. Sapriel said the platform’s “competitive cost compared to other solutions in the market” helped finalize the decision.
Lauren Herrig, account executive for North America at ADvendio, linked the agency’s requirements to the growing complexity of its business.
“Growth in the gaming and entertainment industry has made Petrol’s media buying more complex and more demanding,” Herrig said.
The platform is designed to provide a centralized workflow for planning, tracking and optimizing campaigns. Herrig said this approach “reduces operational overhead and supports higher-volume buying.”
However, the announcement did not include measured efficiency gains, implementation results or evidence of improved campaign performance. Those outcomes will depend on how the system performs once deployed and how effectively it integrates with the agency’s existing processes.
For advertising agencies, the larger challenge is not simply adopting automation tools. It is connecting the systems behind campaign planning, delivery and financial management so that increased media complexity does not translate into more administrative work. Petrol’s selection of ADvendio reflects that operational priority, although the benefits will need to be assessed after implementation.
Disclosure: This article mentions a client of an Espacio portfolio company.
