• by Alex Weprin , February 19, 2019

Beeswax, the programmatic buying platform, says it is integrating its products with Operative, the publisher advertising management platform.

Beeswax’s platform is built around its “Bidder-as-a-Service” technology, which simplifies the programmatic buying process for marketers.

The company raised $15 million in a series B funding round last month. 

Operative manages more than $40 billion in ad revenue on its platform annually. Its publisher partners include NBCUniversal, ABC, AT&T, and Sky.

The integration allows for publishers to bundle linear and digital inventory together in a more efficient manner. Media companies will be able to “package both programmatically acquired supply and owned-and-operated inventory, within a single workflow,” the company stated, when explaining the deal.

“The reduced complexity of using programmatic technology to automate the booking and execution of media buys across premium digital video inventory and addressable traditional media empowers sales teams to significantly grow their efficiency, allowing them to operate at scale and drive greater business impact,” says Lorne Brown, CEO of Operative.

With consumer habits rapidly shifting toward true cross-platform viewership, the need to centralize core parts of ad platforms has become even more pressing.