Operative Launches Initiative To Simplify Cross-Screen Sales

Press   |   Broadcasting and Cable

Operative said it is launching an initiative designed to merge its linear and digital ad sales software, making it easier for its television network, TV station and MVPD clients to sell campaigns that reach target audiences regardless of screen.

Comcast’s Freewheel and NBCU units have signed on the initiative, which Operative calls Premium at Scale.

The effort is designed to help TV compete as a platform more effectively with digital giants such as Facebook and Google.

Lorne Brown, CEO of operative said that clients are asking for a “one sales system, one ad decisioning system” that executes digital and linear advertising campaigns.

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