DDS collaborated with the Cabletelevision Advertising Bureau (CAB) to develop the specifications and business processes for electronic cable changes. The new functionality is used by nearly all DDS clients, representing the majority of cable networks’ business.

In the past, some 70% of cable invoices were discrepant with orders in buyers’ systems. Invoice reconciliation was a tedious, time-consuming process. But now, things have dramatically improved.

With DDS’ new electronic process for cable changes, agencies synchronize their live buys with the network’s schedule in a single click. The application provides instant analysis tools so a buyer can examine and either approve or reject every network change. The agency’s system is updated before the invoice arrives from the network, so there are fewer discrepancies. “Electronic cable changes is an instant hit with agencies and networks alike,” says Harvey Kent, DDS’ chief media strategist, “as it has almost eliminated discrepancies of this kind.”

The continued rapid growth of cable network advertising makes it increasingly important to have electronic processes in place. With more buys going to cable networks, there will be a growing number of invoices to reconcile.

“Many discrepancies that didn’t usually surface until posting are identified earlier, as electronic cable changes gives our buyers a clear picture of network inventory, without the need to consult cumbersome multi-brand flowcharts,” says John Gladysz, national broadcast supervisor at Universal McCann.

“Improving the process for stewarding clients’ inventory, trafficking and billing enables agencies and advertisers to work more efficiently with cable and, in turn, improve their own operational efficiency,” says Mel Berning, executive vice president, ad sales, AETN.

“DDS is committed to promoting effective communication between trading partners. Electronic cable changes is one more way we’re promoting eBusiness throughout the industry,” states Kent.