Operative Releases Programmatic Platform For Publishers

Operative Media believes its SaaS programmatic advertising platform for publishers, Operative Compete, fills in a “missing piece of the programmatic puzzle for publishers.”

Publishers can use Operative’s platform to centralize the management of all its programmatic partners. Operative claims their product is the only one that offers the “missing management layer between a publisher’s many programmatic demand channels and their ad server.”

Lorne Brown, CEO of Operative, noted that "publishers are gravitating toward partners that offer transparent technology platforms, not black boxes."

The platform currently works with clients such as the Outdoor Channel, Rolling Stone, Us Weekly, Nasdaq and Meredith Corp.

"Operative Compete enables us to maximize yield across all of our inventory and demand partners," stated Matt Minoff, SVP of digital strategy and platforms at Meredith.

Operative Compete is described as “flexible technology” that works for display and video inventory, as well as heading bidder and waterfall scenarios.

Andrea Granucci, SVP of yield management at Scout.com, says her company liked the "transparent programmatic technology to optimize video and display at scale."

In September, Outdoor Sportsman Group (OSG), which focuses on outdoor lifestyle TV programming, claimed that within two months, it saw a 114% increase in programmatic CPMs as a result of its partnership with Operative, increasing revenue from exchanges by 14%.

OSG was able to increase the amount of inventory it sold directly, resulting in a 6% bottom line increase in digital revenue for the company.

Programmatic advertising spending is projected to hit $22 billion in 2016 in the U.S. But a recent Operative survey found the majority of publishers earn less than 10% of their digital advertising revenue from programmatic channels.

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