As advertising agencies expand across digital channels, managing campaigns can become an operational challenge. Teams must coordinate media plans, configure ads across platforms and reconcile billing, often relying on separate systems. For agencies seeking to increase campaign volume, automating these processes can help control administrative costs and simplify execution.
ADvendio, an advertising management software provider built on Salesforce, has been selected by Petrol Advertising to centralize media planning and streamline campaign setup. The California-based agency will use the platform to consolidate workflows across social and programmatic advertising, while connecting media buying with its NetSuite billing system.
Petrol Advertising serves sectors including gaming, technology, sports and entertainment. Before selecting ADvendio, the agency relied on spreadsheets and manual processes to create campaigns and track performance, while seeking dedicated tools for programmatic buying and centralized planning.
Ari Sapriel, media director at Petrol Advertising, said the agency needed a solution that could address several operational requirements. ADvendio, he said, “stood out as the best solution across all three areas.”
The implementation is intended to centralize campaign setup across platforms such as X, Meta and TikTok, reducing the need for teams to configure campaigns separately. It will also connect advertising execution with financial processes, helping the agency coordinate campaign activity and billing.
Sapriel said the potential time savings were a major factor in the decision, particularly across programmatic and social advertising. He identified “the potential for significant time savings across our programmatic and biddable media channels” as one of the elements that influenced the selection.
Cost also played a role. Sapriel said the platform’s “competitive cost compared to other solutions in the market” helped finalize the decision.
The agreement reflects a broader challenge for advertising technology providers: helping agencies scale campaign operations without increasing manual work at the same pace. As media strategies span more channels, integrating planning, execution and billing becomes increasingly important.
ADvendio’s Lauren Herrig, account executive for North America, said Petrol’s growth in gaming and entertainment had made its media buying more complex. The platform is intended to provide a centralized workflow for planning, tracking and optimizing campaigns.
The announcement did not disclose implementation costs, a deployment timeline or measured improvements in campaign performance. Those results will be important in assessing whether the new system delivers the expected efficiency gains.
For advertising technology companies, the deal highlights demand for infrastructure that connects cross-platform media buying with the operational systems agencies use to manage their businesses.
