CBS RADIO Enhances Its Online Inventory Management And Ad Trafficking Systems

Press   |   Press Release

New York, NY- Wednesday, February 7, 2007… CBS RADIO, one of the largest major-market radio operators in the United States, announced today it will be implementing new digital inventory management systems to further enhance its ability to serve advertisers who want to reach local audiences through its stations online assets.

Through the use of ad operations software and trafficking services provided by Operative, CBS RADIO stations will be able to seamlessly orchestrate proposals, insertion orders, inventory management, and finance reconciliation.

“Millions of users visit and stream from our websites everyday, creating a number of opportunities for advertisers trying to reach premium online audiences,” said Walter Berger, Executive Vice President and Chief Financial Officer, CBS RADIO. “With this announcement, radio station personnel can now work more efficiently to sell, manage and integrate inventory on their website, as well as maximize CPM rates. Additionally, this central platform affords us access to insightful information about our stations operations, trends and pricing.”

“CBS Radio is one of the premiere media brands in the US, and we’re honored to have a role in their success,” said R. Michael Leo, Operative’s CEO. “Operative’s software and services will be a powerful driver of their online business, and we’re dedicated to helping CBS Radio increase revenue through operational excellence.”

About Operative
Established in 2000, Operative is a global organisation that provides its clients with technology and services to improve all aspects of their advertising operations lifecycle, from pre-sale to collections, trafficking to reconciliation.  OperativeDashboard™, an ASP software solution, is an end-to-end workflow management platform that enables media publishers to automate contract management, product packaging and pricing, inventory management, campaign reporting and revenue recognition.  Operative’s client base includes National Public Media, The Wall Street Journal, The Economist, MSN, Smart Money, iVillage and NBC Universal.  More information about Operative can be found at:


CBS RADIO is one of the largest major-market operators in the United States with stations covering news, alternative rock, country, FM talk, classic rock, oldies, JACK and urban formats, among others. A division of CBS Corporation, CBS RADIO operates 147 radio stations, the majority of which are in the nation’s top 50 markets. CBS RADIO also has made aggressive moves to converge new and traditional media through creative programming and advanced delivery methods, including online streaming, HD Radio and podcasting. In May 2005, CBS RADIO launched the world’s first podcast programmed radio station, KYOURADIO, and also has made three of its top sports radio stations available to subscribers of mSpot’s All-Sports mobile radio service. Additionally, CBS Radio is home to 29 of the country’s leading sports franchises amongst MLB, the NFL, the NBA, the WNBA and the NHL, including the New York Yankees, New York Mets, Chicago White Sox, New England Patriots, New York Giants, Chicago Bears and the Detroit Red Wings. For more information on CBS RADIO, please visit