Operative’s CEO Lorne Brown spoke with TV Technology’s Michael Balderston about the growing importance of unified infrastructure, modernize tech stacks, and avoiding silos within major media companies.Read More
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.”Read More