The Trade Desk and Operative Collaborate To Deliver Audience Extension For Publishers

Press   |   Press Release

NEW YORKNov. 13, 2017 /PRNewswire/ — Operative, the world’s leading provider of broadcast and digital management software, today announced a new managed services offering with audience extension media buying for publishers. This new service offers publishers increased reach and insight through The Trade Desk’s Enterprise solution. The Trade Desk’s platform powers advertising buyers around the world with best-in-class, scalable technology to manage multi-channel advertising campaigns.

The audience extension program delivers an open, first-party audience targeting option for publishers to serve targeted ads across multiple channels through one of the largest independent demand-side platforms (DSP). Publishers can profit from their own audience data without being limited by their available inventory.  For this service, Operative has developed a unique revenue share model that puts more money in publishers’ pockets and delivers transparent reporting that gives publishers insights that other partners deny them. It is designed for publishers that are interested in audience extension but need support to get started.

“The Trade Desk’s Enterprise solution provides access to an unprecedented amount of inventory – more than 8 million queries per second. With our platform, Operative is able to offer publisher clients performance and transparency with audience extension, which is a key to staying competitive in today’s innovative programmatic market,” said TJ Ceballos, GM of Enterprise Business Development at The Trade Desk.

The strategic collaboration allows Operative to give publishers the ability to increase the scale of their sales offerings by adding audience extension products to their catalogues.  This allows publishers the opportunity to increase their revenue commitments for incoming advertiser deals, even when their own inventory is limited.

Operative is about growing publisher revenue over the long term, and this integration with The Trade Desk’s platform gives publishers access to revenue streams that they’d otherwise miss,” said Lorne Brown, CEO at Operative. “The Trade Desk has proven to be a great partner, and we are committed to delivering sustainable value to our respective clients.”

About The Trade Desk
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United StatesEurope, and Asia. To learn more, visit or follow us on FacebookTwitter, and LinkedIn.

About Operative
Operative is the preferred broadcast management provider for linear and digital, a software partner for over 300 of the world’s top media brands, and a provider of ad operations focused managed services. 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. Additionally, Operative‘s managed services offerings empower publishers and agencies to free operations teams from low ROI demands and focus on strategic, revenue-generating pursuits. Since 2000, Operative has grown to over 1100+ employees in 13 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

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