External Order Management System (External OMS)
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Karma Page BuilderMentionsRelease Date Early June 2026
Released with Software Add-ons on Sep 1, 2026
This document outlines how partners manage their own (non-AdCellerant) line items through Ui.Marketing.
Questions? Please reach out to Support or Maddison Case
External OMS is available in the US
For Canada and UK, please reach out to Lauren Opeaka to negotiate pricing.
Table of Contents
Overview
What
Partners can now manage their own line items within Ui.Marketing alongside AdCellerant managed line items. This allows partners the ability to use Ui.Marketing as their own order management system (OMS) for any of their O&O products or any products they run outside of AdCellerant/Ui.Marketing.
This is a software product and will cost extra with our latest software pricing changes taking effectSep 1, 2026.
A user permission manages this ability, “Manage Owned Order Line Items”.
Users get all the same abilities as our internal teams get today when managing a line item.
Who
Partners who are looking for an order management system/platform to manage their own orders and digital advertising out of. This then creates a single solution from proposal to order to reporting.
Why
We wanted the ability to create a single tool for partners to manage everything related to digital advertising. It also allows us to generate more SaaS revenue, which is a company objective.
Examples
Example A:
A radio broadcast partner wants an order management system to manage their radio ad spot purchases alongside their digital advertising campaigns that we manage. The get access to manage their own line items and can create new proposals/orders with their radio spot product, and manage the order out of Ui.
Example B:
A partner runs a digital advertising product themselves or one we don’t offer, for example, their owned and operated website display ads/banners. They can use Ui to manage all of their orders for their website ads alongside the rest of their digital product offering that we manage.
Walkthrough
Line items are a place to communicate and manage the products that were purchased. A line item is associated with a single product and a single end advertiser.
AdCellerant Managed vs Partner Managed
Line items can either be managed by the AdCellerant Managed Services team or by your own team and workflows. Although the line items may look similar, line items that are managed within your own workflows will show a banner at the top of the screen and can be adjusted.
Line Item Navigation
Clicking < Back to Line Items in the upper left side will take you back to the line items table
In the upper right-hand corner, this will show the user the Partner, Division, and Advertiser the line item is associated with.
Clicking the ellipsis in the upper right-hand corner opens up the option for users to view additional navigation.
View Report takes them to the advertiser-level report in a new tab
Line Item History opens the history log modal (more information here)
Default Message Width: Changes the layout the user is viewing
The screen size users select on a line item within the ellipsis is saved as a preference and applied to all line items.
All line items from now on have this view enabled
The default preference is 50/50
Flagging
The flagging system can be used to organize the line items based on what needs attention.
All statuses require a manual flag update except for Awaiting Response, which gets added automatically when an external user sends a message.
Helpful Tip: Filter by these fields in the line items table and save views based on individual flag types
Status
Statuses represent where line items live in the lifecycle of their campaigns. When an order is created, it comes in as “sold” and after that, all status changes require a manual update.
Helpful Tip: Filter by these fields in the line items table and save views based on statuses
Alternative Ways to Update Line Item Status and Flags
In addition to modifying line item statuses and flags directly on a line item, you can also make these modifications directly on the line items table, as well as the order view.
Header Navigation
Product - The product associated with the line item
ID - the ID on the line item cannot be updated and is unique to that line item.
Order - The order name can be clicked on and will bring the user up to the parent order.
Start/End Date - This consists of the earliest start date and the latest end date of all underlying allocations. It is the run date of the entire line item.
Line Item Cards
On the left-hand side of the line item details, you will see the following cards:
General & Allocations
Targeting (on visibly on specific products that require targeting)
Assets
Reporting & Integrations
Line Item Management
Requester - Field to identify who is requesting the line item.
Assignee - Designates a specific team member responsible for managing the line item
Followers - Any additional users, who want to follow along with the line item and get notified on updates
Helpful Tip: Any users assigned to a ticket will get notifications when a new message is sent. Click here to learn more about how to customize your notification preferences.
External ID - An optional identifier you can associate with a line item
Helpful Tip: Filter by these fields in the line items table and save views based on individual users or information
Allocations
Allocations are used to determine the timeframe the product is running and the amount to be run during this time.
In this image, “Impressions” are displayed; however, this can vary depending on the product. For example, “ad spend”, or “clicks” can show here instead.
To Insert an row in between existing rows or to delete a row, click on the ellipsis on the left
To edit any information (date range, goal amounts, etc), double-click on the cell
To add a row, click Add Allocation or click the arrow and select Bulk Add Allocations.
Bulk Add Allocations allows you to add new allocations for multiple date ranges within a single step. You can only add allocations paste the last allocation end date. You cannot adjust current allocations in this step. This prevents you from having to manually add multiple allocations individually.
For any changes made on these tabs, users are required to click “save” or “undo” before leaving.
Additional Metadata
The Targeting tab will only show for products that offer targeting and may not display for most products. Additionally, the targeting information that is shown here will vary between products.
This is view-only for external users.
Information across both tabs, Audience and Locations, can be downloaded to a CSV.
The Assets tab is where users can view and download files that were uploaded during the order submission process.
Filter by Line Item Assignee
To make tracking progress across your team as easy as possible, you can filter by line item assignee within the Line Items Table.