Datatrax

Overview

Datatrax is a browser-based advertising management and CRM software platform built specifically for print, digital, mobile, and event publishers. The system centralizes the entire ad sales lifecycle, unifying lead management, proposal generation, order fulfillment, rate card management, and automated invoicing into a single interface. By connecting ad production workflows, inventory tracking, and combined revenue recognition directly with general ledger accounting, Datatrax streamlines advertising operations for media organizations.

What it does

• Centralizes advertiser and agency CRM tracking alongside call reports, contract fulfillments, and receivables.
• Automates ad order fulfillment across print, website banners, e-newsletters, events, and broadcast packages.
• Manages complex rate cards, exception tracking, and programmatic split-commission calculations for sales reps.
• Tracks ad production workflows from prepress materials through issue layout and final publication.

Who it's for

• Print & Magazine Publishing Houses
• Digital Media & Online News Outlets
• Trade Show & Event Media Operators
• B2B Industry Directory Publishers

Why it works

• Publishing-specific design handles combined billing across print, web, and newsletter packages natively.
• Integrated CRM and production workflows eliminate data silos between ad sales teams and layout designers.
• Built-in revenue recognition and accounts receivable modules keep financial ledgers fully compliant.
• Nomad mobile application enables field sales reps to view inventory and submit insertion orders remotely.

Founder story

Datatrax released its first advertising management application in 1978, created by Roy Makowsky under DataSystems of Connecticut in Westport. Originally operating on mini-computers, the platform transitioned to DOS and Windows before being acquired in 1998 by Michael Symolon. Under Symolon's leadership, Datatrax pioneered hosted web-based ad management in 2001, pioneering early cloud adoption for multi-channel publishers.

Alternatives

• AdSpeed
• Advantage Software
• Naviga Ad
• Matrix Solutions

Comparison overview

• Datatrax provides a single unified system combining ad production trafficking, rate card calculation, and accounts receivable, whereas general CRMs like Salesforce require heavy custom configuration for publishing workflows.
• Datatrax supports combined revenue recognition across print and digital package deals, unlike standard web ad servers that only track digital impression metrics.