by AdExchanger // SintecMedia is rebranding as Operative and will unite its digital and traditional ad ops platforms under a single interface, Mike Shields reports for Business Insider. SintecMedia acquired Operative in 2016 to bring a digital component to its legacy tools. Just over a year later under new CEO Lorne Brown, the company will refocus on building a connective layer between its digital and traditional ad ops tools to bring reporting and management closer together and help legacy media giants operate for a digital world. “Everyone knew TV was going to a different place when it comes to ad sales tactics,” Brown said. “It’s just happening much faster than we thought.” More.
Imagine Communications and Operative have entered into a solutions partnership agreement that will offer media companies a solution that unifies and automates TV media sales and execution.
The partnership unlocks transparency and control for TV media companies, paving the way for alternative measurement and buying currencies similar to digital, with companies including Sinclair as customers of the combined offering.