Prisma links Microsoft Advertising to streamline search

Mediaocean's Prisma has completed a Prisma Direct integration with the Microsoft Advertising Platform, extending Prisma Direct into search advertising workflows.

The integration connects order management, performance reporting and electronic invoicing between the two systems. Buyers can send orders from Prisma to Microsoft Advertising, receive campaign performance data back into Prisma and process invoices through Prisma's invoicing module.

For agencies and brands managing search alongside other media activity, the connection is designed to reduce repeated data entry across planning, buying, reporting and billing. Orders created in Prisma flow into Microsoft Advertising without needing to be entered again in a separate platform.

This is intended to cut manual work and reduce the risk of errors between planning and execution. Performance data also returns automatically to Prisma, giving users visibility on pacing and spend within the same system used to manage broader media investment.

Search workflow

The development expands Prisma Direct, which was initially launched to automate direct transactions with premium media companies. By adding Microsoft Advertising, Mediaocean is applying the same model to search, where agencies often work across several disconnected tools.

Drew Kane, Chief Product Officer at Prisma, said the link addresses a longstanding issue in search campaign operations.

"Search remains one of the most important channels for marketers, yet the workflow often requires teams to move between separate planning, buying, reporting, and billing systems," Kane said.

He added that the integration is designed to keep more of that activity within a single workflow.

"By integrating the Microsoft Advertising Platform with Prisma Direct, buyers can send orders directly from the platform they already use to manage media investments, while performance data and invoices flow back automatically. The result is a more connected and efficient search buying workflow across the campaign lifecycle," Kane said.

The invoicing element is also central to the arrangement. Invoices from Microsoft Advertising flow electronically into Prisma's Invoices module, removing the need for manual entry and reducing reliance on third-party services during reconciliation.

Agency demand

Microsoft said the partnership reflects demand from advertisers for closer links between media planning tools and campaign activation platforms. It described the integration as a way to make campaign management, reporting and billing more consistent for agencies.

"Advertisers want greater connectivity between the systems they use to plan media and the platforms where campaigns are activated," said Yolanda Lam, General Manager, Global Head of Agency Development at Microsoft Advertising.

She said the connection is intended to bring more consistency to agency workflows.

"By connecting the Microsoft Advertising Platform directly with Prisma, we're helping agencies create a more consistent workflow across campaign management, performance, and billing so they can manage their investments more efficiently," Lam said.

Mediaocean said more than 100,000 people use the Prisma platform worldwide. Across its wider business, more than USD $200 billion in annualised advertising spend runs through its platforms.

The integration gives agencies a single route for handling several operational stages of a search campaign, from the original order through to measurement and invoice reconciliation. That reflects a broader push across advertising technology to connect finance and media systems more closely, especially as agencies seek to manage multiple channels through common workflows.

In practice, order and delivery information sit together in Prisma, allowing teams to monitor campaign activity and reconcile spend without moving between platforms or manually importing data. It also brings search into Prisma Direct's existing model for connected transactions across media buying and financial administration.

Mediaocean said the expansion gives agencies a more consistent way to manage media investment across channels, spanning planning, performance, invoicing and reconciliation.