TV 2 Danmark uses an in-house sales system to plan, book, and invoice clients and agencies—from the first campaign proposal through to final billing. This system underpins the daily operations and is tasked with ensuring that all bookings, rates, and contract terms are captured accurately and documented properly.

Before AdOpt, every spot across all channels had to be planned and booked manually. This was time-consuming, increased the risk of errors, and made it hard to maintain a clear overview of available inventory and overall campaign performance.​​

AdOpt was introduced to streamline and enhance this process. Its primary role being to manage all spot bookings across channels while continuously optimizing the use of TV 2’s inventory. At the same time, AdOpt gives planners the flexibility to control and adjust individual campaigns—or groups of campaigns—in a single, unified view, all while honoring different delivery rules, priorities, and sales products.

The main objectives being twofold:

• Optimize inventory and resources: Maximize fill rates, reduce manual effort, and ensure that every break and channel is used as efficiently as possible.

• Ensure consistent campaign delivery based on objective criteria: Move away from subjective decisions and ad-hoc changes driven by agency or client requests, towards a transparent, rule-based allocation that reliably meets agreed KPIs and delivery rules.

With the introduction of AdOpt, TV2 Danmark and Vidispine took aim at the existing challenges and defined the following key objectives:

• A general optimization of the inventory across all channels by focusing on the inventory as a whole rather than on individual campaigns.
  
• Automate the spot booking process to eliminate manual bookings and reduce the need for manual campaign intervention.
  
• Improve overall campaign quality with better, more consistent delivery, ensuring more campaigns are completed in full and delivered with a uniform standard across primetime, weekly schedules, and channel splits. Gain a clearer view of upcoming availability by having all spots and campaigns booked a full month in advance.