FreeWheel And Operative Launch Initiative To Bridge The Buying Gap Between Digital And Addressable TV

by Rae Paoletta // Monday, July 9th, 2018 – 1:58 pm

FreeWheel and Operative said Monday that they have partnered on an initiative called “Premium at Scale,” which lets advertisers buy digital and addressable TV inventory in one place. NBCU is the first media brand to sign on.

Traditionally, ad sales on linear TV and digital have been very separate processes with very different measurements. Since the former is based on ratings and the other is focused on impressions, it can complicate the buying process.

“Now, there’s a need for [these processes] to converge,” Operative CEO Lorne Brown explained, “because NBCU—or really any media company—has to go from a fragmented world to what’s next: an outcomes-first world that is data-driven.”