People of Ad Tech: Operative

Operative CEO Lorne Brown tells Wit Strategy’s Bill Brazell how clients such as ClearChannel and CBS Radio are monetizing their enormous local media businesses in a time when the average local business receives an average of 38 different sales reps per month. Brown illuminates four factors that affect publishers’ profitability: 1) The time it takes to respond to an RFP, 2) The time it takes to get an ad trafficked, 3) The number of ad technologies a publisher uses, and 4) The amount of time it takes that publisher to produce an invoice.