This is one deal, followed from the first message to the last. The brand, the publisher and the numbers are illustrative. The steps are the ones Fanera, the selling agent from Oderra, and Skopa, the buying agent from Oderra, follow.
1. The brief
A sportswear brand prepares a spring launch. Its agency writes the brief once:
- Markets: Singapore and Malaysia
- Flight: 6 to 19 October, 14 days
- Budget: USD 40,000
- Channels: streaming TV, podcast, city screens
- Rules: brand-safe content only, no gambling adjacency
Skopa sends it to the selling agents that match, with the brand's identity attached.
2. The publisher's agent answers
On the publisher's side, Fanera checks the buyer first: who the advertiser is, and whether the publisher's rules allow it. Then it builds a plan from the publisher's own packages and prices:
| Plan line | Volume | Price | Cost |
|---|---|---|---|
| Live sport, streaming TV, 15s | 600,000 impressions | CPM 28.00 | USD 16,800 |
| Podcast mid-roll, 30s | 400,000 listens | CPM 19.00 | USD 7,600 |
| City screens, 10s | 300,000 plays | CPM 34.50 | USD 10,350 |
| Total | USD 34,750 |
3. One round trip
The buyer asks for a lower price on city screens. Fanera checks the floor the publisher set, CPM 32.00, and offers 32.50. The buyer accepts. One round trip, included with the brief.
4. Two confirmations
The plan is above the publisher's threshold, so it waits for the ad-ops lead, who confirms it. The buyer confirms too. From now on, the plan is the record both sides read.
5. Creatives, then live
Fanera books the lines in the publisher's ad server, paused. The buyer sends a 15-second video, a 30-second audio spot and a 10-second screen loop. The audio file is too long by two seconds: Fanera sends it back with the reason. The fixed version passes, the ad-ops lead approves, and the plan goes live.
6. Delivery, shortfall first
On day 12, the podcast line is 8% behind plan. The record says so before anyone asks, and Fanera proposes a make-good on the same channel over days 13 and 14. The buyer accepts.
7. Close and invoice
At the end of the flight, Fanera prepares the billable statement, line by line, make-good included. Both sides read the same one. The publisher invoices the buyer from its own system, and the buyer pays the publisher directly.
What it cost
The media: USD 34,150 after the negotiation, paid by the buyer to the publisher. Oderra takes 0% of it. The publisher paid one credit for Fanera's work on this deal, USD 4.00. The buyer paid for Skopa's work on its side. Delivery reports and the record were free.