Imagine Communications and Operative have entered into a solutions partnership agreement that will offer media companies a solution that unifies and automates TV media sales and execution.Read More
Operative takes steps toward the future of TV advertising
NEW YORK – April 8, 2014 – Operative, the global leader in advertising business management solutions, is excited to announce that Dave Villano, former SVP of Enterprise Information Technology at Cablevision, has joined the Operative team as Chief Technology Officer, effective April 1st, 2014.
Dave Villano has left Cablevision after 14 years of building high-scale automation systems and analytics platforms that are currently used company-wide. With over thirty years of IT experience, Villano is widely respected as a thought leader in the video advertising space. At Operative, he will be running product, engineering and infrastructure.
“Our work is in enabling impressions-based sales,” says Operative CEO Lorne Brown, “because that’s where our clients have the most to gain. Dave built the systems that power direct sales at Cablevision, and we’re confident he’ll bring the same level of innovation to Operative’s technology”
With high profile cable and network clients like Turner, A&E, NBCUniversal and Comcast, and the proportion of video purchases up 33% from 2013 to 2014, embracing the convergence of traditional television and multi-screen video on demand has become a top priority for Operative.
“The next few years will see massive growth in over-the-top video,” says Brown. “Businesses that can develop agile monetization strategies will thrive in the evolving advertising ecosystem.”
In his role as CTO, Dave Villano’s knowledge of the industry will drive Operative’s product innovation as the company continues to build mission-critical systems for its core users.
“Operative’s cloud-based software platform is the operating system for ad business management.” says Villano. “The convergence of online Digital and TV is upon us and Operative is uniquely positioned to become the workflow engine that powers the industry.”
With overlapping inventory across multiple screens, ads sold as “TV” are being delivered across digital devices, and online videos are played on demand on our televisions. Dave Villano will position Operative at the forefront of the industry, as the way that video is bought, sold, delivered and measured continues to evolve. “Whether it’s through direct customers or strategic partnerships,” he says, “Operative is developing into the platform of choice for digital ad management. Their flexible integrations with third-party technologies give publishers the power of choice when building the ultimate ad tech stack.”
Operative Media is a leading cloud-based software and services company that manages the entire digital advertising lifecycle for its clients. Operative’s partners include 200+ global media and advertising organizations of all sizes and types: pure-play digital, multi-media, network, and agencies. Innovating since 2001, Operative’s technology generates significant ROI for its partners by both increasing revenue and decreasing costs and improving overall operational efficiency.