The Biggest Traffic as a Service Myths: Debunked

Traffic as a Service often has a perception problem before it ever gets a fair hearing. 

Many of the concerns stations have about TaaS are not based on how the service actually works. They are based on assumptions, and those assumptions are often rooted in the same fear: What will this mean for our people, our processes and our control? 

Here is what TaaS actually looks like in practice. 

Myth #1: You Have to Fire Your Traffic Manager 

Reality: No way! Though many customers come to us because their TM is retiring or moving on, TaaS does not have to replace your traffic manager. It can change what they have the time and capacity to focus on. 

Instead of spending every day buried in logs, order entry, copy and reconciliation, your traffic manager can oversee the operation, address exceptions and catch potential problems before they affect revenue or advertiser relationships. 

As one customer explained: 

“It’s like having a second line of defense before things go wrong. We typically get emails from our traffic manager saying, ‘Hey, I noticed that this order might not be entered the way you wanted,’ or, ‘We’re missing copy that is supposed to start Monday.’ It has not only helped us make sure we are not making mistakes, it has helped us learn.” 

That is not simply a staffing change. It is an opportunity for an experienced traffic professional to spend more time applying their knowledge and less time completing repetitive administrative work. 

Myth #2: TaaS is only built for small stations

Reality: TaaS can support a single station, an individual market or a group operating dozens of stations. 

The model scales because it is built around the traffic work itself logs, orders, copy, makegoods, affidavits, reconciliation and billing accuracy not around the size of the organization completing it. 

Myth #3: TaaS will not work with our log deadlines

Reality: Meeting log deadlines and protecting billing accuracy are central to the service. 

Coverage does not disappear because someone is on vacation, out sick or because a position is temporarily unfilled. Those are exactly the operational gaps TaaS is designed to help close. 

The goal is not to introduce another bottleneck. It is to provide greater consistency when your internal resources are stretched.

Myth #4: TaaS is just an outsourced call center

Reality: TaaS specialists work within the traffic systems, procedures and workflows your team already uses. 

They are trained traffic professionals who become an extension of your operation not a disconnected group working from a generic script. Marketron built the software and those working behind the scenes in TaaS are trained to be the best in the industry. 

Your station does not hand its operation to a stranger. It gains additional people who understand the work and are accountable for helping complete it accurately.

Myth #5: We will lose control and visibility

Reality: Your station retains oversight of the operation. 

Your team can continue to see what is happening, communicate priorities, make decisions and flag anything that requires attention. The difference is that your employees are no longer the only line of defense preventing an error from reaching the air or appearing on an invoice. 

TaaS adds support without removing accountability.

Myth #6: Once we sign, we will spend months waiting for anything to happen

Reality: The time between signing and go-live is not dead time. It is preparation time. 

That runway is used for workflow mapping, system access, training, documentation and alignment between teams. The objective is to understand how your station operates before work transitions not after. 

A thoughtful runway helps make the eventual go-live uneventful in the best possible way: organized, predictable and minimally disruptive.