Bundles traditional TV with digital inventory Jon Lafayette – Feb 19, 2019 Post first published on Broadcasting+Cable Programmatic buying platform Beeswax expanded into the traditional television segment by getting integrated into Operative’s ad management platform. The deal enables traditional media companies with streamed content to bundle their ad inventory via Beeswax’s Bidder-as-Service technology and Operative’s orderRead 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