In the modern digital age, media holdings face challenges and opportunities related to managing the lifecycle of sales of advertising materials. Today, the media holding market has become very dynamic and competitive. Large amounts of information, constant changes in the requirements of advertisers and consumers, as well as a variety of communication channels require media holdings to quickly adapt and be flexible in managing sales processes. This study will propose an automation model as a basis for analyzing the maturity and improvement of such a process in companies. As a result of the research, a TO BE automation model was obtained, and a list of the main digital services necessary for this kind of automation was proposed. The research is based on the existing literature and a comparative example involving the company, the media holding in the Russian Federation.