Press | adexchanger
by Rae Paoletta //
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.”
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Press | MarTechSeries
Katie Back joins Operative at a pivotal time for the company, as major media organizations continue to adopt AOS as a transformational enablement and management tool to monetize audiences across linear and digital inventory on a common currency. AOS is Operative’s next generation, cloud native, modern technology platform which unifies and converges assets across all
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Press | Press Release
NEW YORK, May 25, 2021 /PRNewswire/ — Operative, the preferred advertising management software for media companies, has announced the appointment of Katie Back to Chief Revenue Officer. Reporting directly into Operative’s CEO Lorne Brown, Katie will be responsible for all global sales strategy and management across Operative’s product suite.
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