Operative Launching 'Programmatic Direct' Platform For Publishers

Operative, an ad management firm, on Tuesday announced a partnership with Adslot, a “programmatic direct” ad platform. Operative will launch a self-serve platform designed for publishers that allows them to automate sales on guaranteed deals.

“Our partnership with Adslot is aimed at enabling publishers to have better yield management while protecting the value of their inventory. We are providing publishers with a single platform to manage and sell inventory through their direct sales teams, as an automated guaranteed transaction,” stated Lorne Brown, CEO of Operative.

Adslot’s client base including GroupM, Publicis and Omnicom media buyers. Operative clients include NBCUniversal, Wall Street Journal and Comcast.

Ad sales teams are rapidly adopting programmatic technologies. According to a recent eMarketer report, “programmatic direct” will account for 8% of all U.S. programmatic ad dollars in 2014. However, that number is expected to rise to 42% by 2016, or $8.57 billion.
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