by Charlene Weisler, Op-Ed Contributor, 11.7.18 In a world of ad sales software companies, Operative focuses primarily on merging the television sales marketplace with digital. Its mission is to better coordinate the myriad of systems and datasets that feed into all of the sales processes from planning to purchasing to posting. For CEO Lorne Brown, OperativeRead 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