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NEW YORK, Nov. 13, 2014 /PRNewswire/ — Operative, the global leader in advertising business management solutions for digital publishers, broadcasters and cable networks, has launched a new ad operations technology to streamline the ad trafficking process. Operative’s trafficking automation tool, Rapid IO, enables publishers to bulk import and mass modify insertion orders directly into Google’s DFP ad server.
As innovation in digital advertising offers brands increasingly sophisticated targeting opportunities, buyers are demanding more complex advertising campaigns. As a result, Operative’s clients, who include premium publishers such as NBCUniversal, Wall Street Journal, and Clear Channel, have reported a steady increase in the number of line items per order that they process. Data extracted from Operative’s order management software shows that the average order for a premium publisher includes 11.27 line items – a number which has increased by 37% over the last two years.
“It’s the publisher’s ad operations team who bears the burden, and the cost, of this mounting order complexity,” says Lorne Brown, CEO of Operative. “They are spending hundreds of man-hours on manual data entry to traffic IOs into an ad server.”
Supporting the growing cost of this labor intensive process leaves many media companies with few alternatives. At a time when publishers are faced with declining revenues, executives are paying closer attention to ways to control their operational costs. Many publishers choose to outsource this function as a way to avoid maintaining a fixed cost center in-house, especially when their business experiences seasonal fluctuations of advertising demand.
“Operative was the first company to offer outsourced ad trafficking 15 years ago during the dot.com boom. Since then, there’s been an explosion of ad technology, but very few of these companies actually support publisher ad operations,” says Brown. “We developed Rapid IO because there was a clear need for a technology solution to automate the time-consuming, manual trafficking process.”
Designed to be easy and intuitive for anyone to use, including those with limited ad operations experience, Rapid IO guides the user through a step-by-step process. By automating the data entry process, Rapid IO decreases trafficking time by an average of 80%, enabling a bulk upload of 50+ lines in less than 5 minutes, a process which typically takes up 8-10 hours (8-12 minutes per line). The tool also cuts out manual errors through automatic detection and direct-to- ad server imports that reduce the 10% industry standard error rate to less than 1%. Currently Rapid IO is compatible with Google DFP. Operative plans to expand the integration technology in 2015 to additional ad servers, including Ad Tech, FreeWheel, and Xaxis.
For more information on Operative’s Rapid IO please visit: operative.com/automated-ad-trafficking/
Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies and networks simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative’s client base, which controls over 20 percent of the global ad market, features NBCUniversal, Wall Street Journal, Comcast, Clear Channel, BuzzFeed, and Schibsted Media.