In this insightful Q&A, MarTech interviewed Ben Tatta, Chief Commercial Officer at Operative. Ben shared valuable perspectives on effectively navigating industry dynamics and strategic approaches in addition to discussing the recent partnership between Operative and Audience Platform. He also shed light on how Operative is actively shaping the future of cross-channel advertising.
What role does Operative envision for itself in shaping the future of cross-channel advertising and next-gen currencies? Operative has been providing content and advertising solutions for publishers for decades. We are now a key driver in media convergence as publishers attempt to unify disparate media channels, ad tech, datasets and direct and indirect sales channels. We have extremely close partnerships with our customers, who are most of the world’s largest publishers and media companies and they inform our product roadmap. We see the future because we’re building the future. So what that means in practice is that we’re building for the day when convergence is a reality, when next-gen currencies are being used at scale, and when advertisers expect end-to-end converged media buying based on their currency of choice across channels. That sounds like a lot, but it’s going to happen in the next few years.