Data Integration & Unification

Break Down Data Silos Across Ad Sales, Ad Ops, and Finance

Power more connected decisions by integrating the systems and data sources that drive your advertising business.

The Strategic Challenge

Ad-sales organizations run on data that lives everywhere: CRM and OMS, ad servers and analytics platforms, billing and ERP, each with its own formats, hierarchies, and refresh cycles. Without a common model, teams work from inconsistent definitions of buyers and products, reconcile performance evidence by spreadsheet, and struggle to answer basic questions with confidence. Forecasting inherits gaps, pacing decisions arrive late, revenue recognition slows, and leaders lose visibility into what’s working and why.

After two decades supporting publishers, broadcasters, streamers, OOH networks, and retail-media teams, we’ve learned a simple truth: the more disconnected your data is, the harder it is to scale revenue, serve clients, and ensure accountability.

Our Point of View

Integration is not a point-to-point project; it’s an operating strategy. The goal is a shared language for the business, buyers and agency hierarchies, product and package taxonomies, order and delivery evidence, pricing and revenue—so every function sees the same truth in the tools they use daily.

Unification means more than moving data. It means making intentional choices about definitions, identity, and governance; establishing a canonical model that connects campaign data with inventory, audience, and financial context; and designing a flow from sell → deliver → measure → bill that systems can enforce. When the model is sound, decisions get faster, variance drops, and confidence returns.

How V2 Helps

Guided by our D(3P) framework—Data, People, Process, Platform—V2 turns fragmented data into a reliable decision fabric. We start with use-case-led discovery (what leaders need to decide and when), then design a canonical data model and integration architecture that your teams can sustain. From there, we implement the connections, quality rules, and role-based views that make the model real.

In practice, we:

• • Map the data landscape across CRM, OMS/ad servers, analytics, and finance; identify duplication, gaps, and latency risks.
  • Define a canonical schema for buyers/agency hierarchy, product and package catalogs, orders/line items, delivery evidence, and revenue, plus identity conventions and consent posture.
  • Implement API-led and event-driven integrations; institute data contracts, lineage, and quality checks so issues surface before they hit the forecast or the close.
  • Stand up role-specific analytics that reduce swivel-chair work and put trusted metrics in the hands of sellers, Ad Ops, RevOps, and finance.

The result is a unified data plane that shortens time-to-insight, improves forecast and billing integrity, and gives leaders a dependable basis for growth decisions.

Integrated Salesforce Solutions

We design and implement integrated solutions that bring together the critical data flows across your advertising business.

Data Cloud: Acts as a governed audience and contract context layer—harmonizing traits, identities, consent, and buyer hierarchies with opportunity and package data. It aligns segmentation and activation with the same definitions used by CRM and analytics.

Mulesoft: Provides the connective tissue between Salesforce and external platforms with API-led, event-driven integrations. Data contracts and orchestration keep CRM, OMS/ad servers, and finance in sync, reducing manual reconciliation.

Snowflake: Centralizes campaign, delivery, and financial evidence into a scalable, governed warehouse. Teams can query unified datasets, power enterprise-wide reporting, and enable machine-learning applications with consistent history.

Tableau: Delivers role-friendly dashboards that surface key metrics once buried in disconnected sources. Leaders and teams visualize the full pathway—audience, inventory, booking, delivery, and revenue—in one place.

Recent Customer Success: From Siloed Spreadsheets to Unified Sales Intelligence

The Business Challenge
A digital-first national publisher came to V2 with a familiar problem: core metrics lived in spreadsheets and custom reports, making decisions slow and contentious. CRM data didn’t match OMS delivery, and finance closed the loop weeks later. Leaders lacked a trusted, in-period view of sell-through, price realization, and recognizable revenue.

Our Approach & Solution

V2 led a use-case-driven integration program connecting Ad Sales, Ad Ops, and Finance. We designed a canonical data model anchored by Data Cloud identity and hierarchy conventions, implemented MuleSoft integrations between Salesforce, the OMS, and ad-server platforms, and stood up a Snowflake warehouse for reconciled campaign and revenue evidence. Tableau dashboards provided role-based views—pacing and sell-through for leaders, delivery vs. contract for Ad Ops, and recognizable revenue signals for finance.

Outcome: decision cycles moved from reactive reporting to proactive steering. Leaders shared one source of truth for pipeline, delivery, and revenue; manual reconciliations dropped; and teams made in-quarter adjustments with confidence.

We’d Be Glad To Help

If your data is accurate in pockets but inconsistent at the seams, we can help. V2 brings the mix of management-consulting discipline and Salesforce execution to design a unified data model and the integrations that sustain it, so every decision in ad sales runs on a single, reliable foundation.

Reach out below, and we’ll schedule time with your team.

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