With the rapid growth of retail media networks around the world, retailers are taking on new responsibility to manage a variety of different types of ad campaigns for their vendors. As we remarked at the top of the year in our piece on the major 2025 retail media trends, tracking campaign funding is an essential part of ensuring that retailers satisfy the funding agreements that they negotiate with vendors every year. The retailer’s goal is to make sure they run the number of campaigns needed to capture all those funding dollars, and Mphasis Silverline’s AdFund Accelerator helps manage the funding for each product associated with these opportunities.
Tracking campaign funding with AdFund Accelerator
The AdFund Accelerator is UI embedded in the Salesforce opportunity that lets you search through all the funding agreements that have already been negotiated for each individual account, draw down from them, and apply those values against the products that are being sold. When you click the “Funding” tab within your opportunity, you get a table showing the associated products and the amount that has been funded for each. If you haven’t applied any funding dollars, the accelerator lets you select that line and then add funding.
AdFund Accelerator Funding Tab
When you click “Add Funding,” the accelerator searches through Salesforce to find all the funding source records that have been created, and displays the different values for how the funding will be broken out across affiliate marketing campaigns, digital campaigns, onsite campaigns, content creation, etc. Simply select which vendor funding agreement will provide the funding, enter the funding amount, and apply. The funding amount will populate in the product record, and if the number is under the total amount needed, it will appear in red to indicate that more funding is needed. When the deal is won, that funding amount is drawn from the vendor funding agreement.
Adding funding with AdFund Accelerator
The AdFund Accelerator makes it easy to set up and track the accounts that you’re drawing from to sell campaigns. It shows your pacing and any funding shortfalls to help guarantee that vendors have enough money in the bank to pay for the ad campaigns that they’re buying. And it is entirely configurable on the back end. A Salesforce Admin can manage the accelerator to create different funding buckets, because every organization will classify funding in different ways, and the accelerator supports multiple types of funding agreements.
The AdFund Accelerator gives sellers the ability to suggest new campaigns, changes to campaigns, different product mixes, or different types of campaigns based on the funding that the vendor has available, and seamlessly manage the allocation of funds to these various ad campaigns, all within Salesforce. It’s a solution perfect for retailers looking to expand their media networks in the coming years, empowering their sellers to stay on top of their campaigns and continue building relationships with vendors.
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