This year’s Digiday Technology Awards recognized the tech companies driving the digital media industry forward…This year’s short-listed nominees firmly demonstrated that technology companies and their media clients are two sides of the same coin — each responsible for enabling content, advertising and e-commerce to flourish across the digital ecosystem.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