Who is DIRECTV Advertising?

DIRECTV Advertising is a Media organization based in United States, with around 120 employees and annual revenues of $120.0 million.

What enterprise applications does DIRECTV Advertising use?

DIRECTV Advertising operates a diverse technology stack with applications such as Appcues, Sierra Platform and Genesys Cloud CX, covering areas like Digital Adoption, Generative AI Platforms and Call Center.

What digital transformation initiatives has DIRECTV Advertising undertaken?

DIRECTV Advertising has invested in cloud applications and AI-driven platforms to optimize efficiency and growth, collaborating with vendors such as Appcues, Sierra and Genesys.

What are the most recent software purchases made by DIRECTV Advertising?

DIRECTV Advertising recently adopted applications including Sierra Platform in 2025, Optimizely Intelligence Cloud in 2025 and Zeta Marketing Platform in 2025, highlighting its ongoing modernization strategy.

Which IT decision makers lead technology initiatives at DIRECTV Advertising?

APPS RUN THE WORLD maintains an up-to-date database of DIRECTV Advertising’s key decision makers and IT executives, available to Premium subscribers.

How does APPS RUN THE WORLD track DIRECTV Advertising’s IT investments?

Our research team continuously updates DIRECTV Advertising’s profile with verified software purchases, vendor relationships, and digital initiatives identified from public and proprietary sources.

How can I access the full list of applications used by DIRECTV Advertising?

Subscribe to APPS RUN THE WORLD to access the complete DIRECTV Advertising technographics profile, including detailed breakdowns by category, vendor, and IT decision makers.

DIRECTV Advertising Technographics, Software Purchases, AI and Digital Transformation Initiatives

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● City of Fresno, an Oracle PeopleSoft ERP customer evaluated Oracle Cloud ERP

● Hong Kong Polytechnic University (PolyU) , an Oracle E-Business Suite customer evaluated SAP S/4 HANA

● Michelin, an e2open customer evaluated Oracle Transportation Management

● Department Of Homeland Security, an Oracle E-Business Suite customer evaluated SAP S/4HANA Cloud

● Printpack, an Oracle JD Edwards EnterpriseOne customer evaluated Oracle Cloud ERP

● Fluke Corporation, an Oracle E-Business Suite customer evaluated SAP S/4 HANA

● Hendrick Automotive, an Oracle NetSuite Procurement customer evaluated Coupa Procurement

● Moog, an UKG AutoTime customer evaluated Workday Time and Attendance

● BDO Unibank, a Finastra Misys Opics customer evaluated ION IT2 Treasury

● California Polytechnic State University, an Oracle PeopleSoft ERP customer evaluated Oracle Cloud ERP

● TJX Companies, an Oracle E-Business Suite customer evaluated Workday Financial

● Adelphi University, an ADP Enterprise eTIME customer evaluated Workday Time and Attendance

● JLG Industries, an Oracle JD Edwards EnterpriseOne customer evaluated Oracle Cloud ERP

● Becker Industrie, a Microsoft Dynamics AX customer evaluated Microsoft Dynamics 365 F&O

● First Horizon Bank, an nCino Loan Origination customer evaluated FIS Commercial Loan Servicing

● Ahold Delhaize USA, an Oracle Retail Merchandising customer evaluated SAP Retail Management

● Wayfair, a Korber HighJump WMS customer just evaluated Manhattan WMS

● Washington State University, a Workday Time customer evaluated UKG Pro Timekeeping

● ASGC Group, an Oracle E-Business Suite customer evaluated Oracle Cloud ERP

● City of Richmond, VA, an Oracle E-Business Suite customer evaluated Tyler Munis ERP

● Florida State University, an Oracle PeopleSoft HCM customer evaluated Workday HCM

● Harvard University, an Oracle PeopleSoft HCM customer evaluated Oracle Cloud HCM

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● Deutsche Rentenversicherung Bund, a SAP S/4 HANA HCM customer evaluated SAP SuccessFactors Employee Central

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● Habib Bank, an Finastra Misys FusionBanking Equation customer evaluated FIS Core Banking

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● First Citizens Bank, a Fiserv Signature Bank Platform customer evaluated FIS Core Banking

● Travelers, an Exterro Zapproved ZDiscovery customer evaluated LexisNexis CounselLink

● Cantor Fitzgerald, a Kyriba Treasury customer evaluated GTreasury

● Swedbank, a Temenos T24 customer evaluated Oracle Flexcube

● Pacific Coast Producers, an Oracle JD Edwards EnterpriseOne customer evaluated SAP S/4HANA Cloud

● Citigroup, a VestmarkONE customer evaluated BlackRock Aladdin Wealth

● MECCA Australia, a Microsoft Dynamics NAV customer evaluated SAP S/4HANA

● Westpac NZ, an Infosys Finacle customer evaluated nCino Bank OS

● Marriott International, an Oracle PeopleSoft ERP customer evaluated Microsoft Dynamics 365 Business Central

● Ivy Tech Community College, a RNL ScaleFunder customer evaluated Virtuous CRM

● Coles Supermarkets, an Oracle Retek POS customer evaluated NCR Voyix Counterpoint

● Southern Company, a Hitachi Ventyx FocalPoint customer evaluated AVEVA PI System

● City of Fresno, an Oracle PeopleSoft ERP customer evaluated Oracle Cloud ERP

● Hong Kong Polytechnic University (PolyU) , an Oracle E-Business Suite customer evaluated SAP S/4 HANA

● Michelin, an e2open customer evaluated Oracle Transportation Management

DIRECTV Advertising Technographics, Software Purchases, AI and Digital Transformation Initiatives

Discover the latest software purchases and digital transformation initiatives being undertaken by DIRECTV Advertising and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 120 DIRECTV Advertising employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.

During our research, we have identified that DIRECTV Advertising has purchased the following applications: Appcues for Digital Adoption in 2023, Sierra Platform for Generative AI Platforms in 2025, Genesys Cloud CX for Call Center in 2024 and the related IT decision-makers and key stakeholders.

Our database provides customer insight and contextual information on which enterprise applications and software systems DIRECTV Advertising is running and its propensity to invest more and deepen its relationship with Appcues , Sierra , Genesys or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.

We have been analyzing DIRECTV Advertising revenues, which have grown to $120.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for DIRECTV Advertising intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.

Vendor	Previous System	Application	Category	Market	VAR/SI	When	Live	Insight
Appcues	Legacy	Appcues	Digital Adoption	HCM	n/a	2023	2023

Vendor

Previous System

Application

Market

VAR/SI

When

Live

Insight

Appcues

Legacy

Appcues

Digital Adoption

HCM

n/a

2023

Vendor	Previous System	Application	Category	Market	VAR/SI	When	Live	Insight
Sierra	Legacy	Sierra Platform	Generative AI Platforms	AI Development	n/a	2025	2025	In 2025, DIRECTV Advertising implemented Sierra Platform, a Generative AI Platforms solution, on its website to support advertising creative generation and personalized content for ad operations and marketing. The deployment embeds Sierra Platform capabilities directly into web delivery flows, provisioning model-driven content as a cloud-hosted service surfaced via site components and API endpoints. Implementation focused on category-aligned functional modules typical of Generative AI Platforms, including automated creative generation, template orchestration, prompt template management, and content moderation workflows. Configuration emphasized model selection and prompt tuning for ad creative and landing page variants, with runtime controls for versioning and template governance. Integrations were executed at the web layer, linking the Sierra Platform outputs into the website content management and ad delivery channels through standard API integrations, enabling dynamic insertion of generated assets and personalization tokens. Operational scope centers on the digital product team, ad operations, and marketing functions within DIRECTV Advertising’s United States operations, with the platform serving live site experiences. Governance and rollout were structured as staged page-level pilots, instituting creative review, content moderation, and approval workflows to manage generative outputs and compliance risk. Ongoing operational controls include monitoring instrumentation and prompt governance coordinated by marketing and ad operations to maintain control over creative templates and live content.

Vendor

Previous System

Application

Market

VAR/SI

When

Live

Insight

Sierra

Legacy

Sierra Platform

Generative AI Platforms

AI Development

n/a

2025

In 2025, DIRECTV Advertising implemented Sierra Platform, a Generative AI Platforms solution, on its website to support advertising creative generation and personalized content for ad operations and marketing. The deployment embeds Sierra Platform capabilities directly into web delivery flows, provisioning model-driven content as a cloud-hosted service surfaced via site components and API endpoints. Implementation focused on category-aligned functional modules typical of Generative AI Platforms, including automated creative generation, template orchestration, prompt template management, and content moderation workflows. Configuration emphasized model selection and prompt tuning for ad creative and landing page variants, with runtime controls for versioning and template governance. Integrations were executed at the web layer, linking the Sierra Platform outputs into the website content management and ad delivery channels through standard API integrations, enabling dynamic insertion of generated assets and personalization tokens. Operational scope centers on the digital product team, ad operations, and marketing functions within DIRECTV Advertising’s United States operations, with the platform serving live site experiences. Governance and rollout were structured as staged page-level pilots, instituting creative review, content moderation, and approval workflows to manage generative outputs and compliance risk. Ongoing operational controls include monitoring instrumentation and prompt governance coordinated by marketing and ad operations to maintain control over creative templates and live content.