Monday, July 9, 2018, 4:37 PM ET Posted by Will Richmond Premium video consumption is splintering across platforms and services, creating huge challenges for content providers seeking to optimize ad revenues. To address this problem, video ad tech provider Operative has launched a new industry-wide initiative called “Premium at Scale” which aims to enable converged ad buying acrossRead More
Sets In Motion Strategy to Enable Media Companies to More Easily Sell Premium Content Flexibly Across Screens & Channels Through an Interoperable Framework
NEW YORK, July 09, 2018 (GLOBE NEWSWIRE) — As premium content continues to differentiate its value to advertisers relative to other media options, buyers are increasingly wanting to simplify how they execute media campaigns across platforms with simplicity at scale. This means one buy, targeting any audience, executed across digital and linear, with one performance report.
Through a technology initiative called “Premium At Scale,” Operative is focused on working with industry partners through an open, interoperable framework, to enable an accelerated path for media companies to simplify their ability to execute advanced advertising strategies against linear and digital content and audiences.
“Premium at Scale is an industry initiative intended to deliver an answer to advertiser demand for audience-based advertising across channels and empower media companies to create massive multichannel marketplaces that delivers a premium product that the digital walled gardens simply can’t match,” said Lorne Brown, CEO of Operative.
To kick-start this initiative, Operative is partnering with FreeWheel and NBCUniversal to accelerate a path to solving for “one sales system, one ad decisioning system” that executes seamlessly across digital and linear advertising campaigns. Operative is also announcing a User Council for media companies including NBCUniversal in order to advance the Premium at Scale initiative.
The “Premium At Scale” initiative marks the next phase in an ongoing relationship between the three companies. Operative’s order management and universal product catalogue, FreeWheel’s unified ad decisioning capabilities, and NBCUniversal’s suite of advanced advertising products provide the foundational ingredients to enable more effective execution of converged media campaigns.
“This partnership will close the gap between linear and digital, enabling FreeWheel and Operative to better support joint clients through improved system interoperability,” said James Rooke GM, FreeWheel Publishers. “FreeWheel’s ability to extend its decisioning capabilities into linear television is an important step in enabling true unified management of advertising. We’re excited to partner with Operative to make this a reality with our joint industry clients.”
Operative will be encouraging conversation between other programmers and distributors to ensure a coordinated outcome that benefits premium media companies as they launch similar initiatives. A list of other participating media companies will be announced in the coming weeks.
FreeWheel, a Comcast Company, is the industry’s most complete advertising management solution. Purpose built for the New TV ecosystem, we enable our collective client base across all key industry segments to manage and monetize their premium video inventory in the brand safe ways they require. Our leading technology, unmatched service and guidance, and collaborative advocacy power the advertising businesses of the largest media and entertainment companies in the world, including AOL, DIRECTV, Fox, NBC Universal, Turner Broadcasting System, and Viacom in the U.S., and MTG, Sky, Canal + and Channel 4 in Europe. Our offerings work in synchronized tandem to meet every aspect of our clients’ business needs across all screens, data sets, and monetization channels while providing the full safety, compliance, and control the New TV ecosystem demands. For more information please visit www.freewheel.tv.
Operative is the preferred multichannel management solution for more than 300 of the world’s top media brands, including NBCUniversal, CBS, ABC, AT&T, STARZ, Star India, Seven Australia and Sky. No other software company brings a comparable depth of experience to create truly innovative software that performs across all platforms, revenue models, and business units. Since 2000, Operative has grown to over 1200+ employees in 12 offices around the world and processes more than $40 billion in linear and digital advertising revenue for the best-known companies in the industry. For more information, visit www.operative.com.