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 | AlleyWatch
STAQ, the data collection, normalization, and visualization platform for programmatic ad performance, has been acquired by Operative, the broadcast management SaaS platform for linear and digital. Terms of the transaction were not disclosed. “The combination of Operative and STAQ is as natural as it gets, with a common customer base and complementary product offerings. The
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Press | Broadcasting and Cable
NBCUniversal on Monday showed off how its technology can help marketers that want to sell products to the people watching its content. At its One21 event–billed as a developers conference–NBCU unveiled relationships with a variety of industry players including Facebook, FreeWheel and the Trade Desk–and additional ways to take advantage of NBCU’s data, automation and
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