It is an irony of the digital media age – so many opportunities, so much effort to attend to all of them.
No wonder so many publishers end up feeling that selling ads in 2023 is like spinning plates.
In this video interview with Beet.TV, Michael Grossi, CEO, Operative, offers a way out of the stress.
Separation Problems
“(The way) to help solve these challenges that they’re facing by selling linear and digital simultaneously is to provide a converged buying experience where (buyers) can buy this together…,” Grossi says.
“Today it’s traditionally being bought separately. (You) have a linear team that’s driving the ad buy for the linear side, there’s the digital team driving it for the digital side. (It is) highly inefficient.
“The industry has been looking to solve this convergence challenge for many, many years.”
The End Of Silos?
Fragmentation is one of the chief challenges listed by executives with whom Beet.TV speaks, on both the buy and the sell side of digital media.
Many companies are trying to solve that problem.
Twenty-three years after it was founded, and claiming $8.5 billion in digital ad revenue and $40 billion in global TV ad revenue flows through its systems, Operative’s approach is to use technology to reassemble what technology has blown apart.
Come Together
Operative makes software solutions for media companies to sell advertising.
That includes AOS, a cloud-based solution to manage workflows.
“We’re one of those few solution providers out there actually trying to solve for this convergence and bring these two flows together, allowing sellers and buyers to buy simultaneously, and to transact simultaneously versus separately,” Grossi claims.
“One can buy an order management platform, for example, or order management system through AOS. They can do that across all four verticals – network, local, MVPD, or digital – and leverage the different workflows and modules within AOS to solve for this ultimate convergence.”
The Advertising Operating System
AOS is built on an open architecture that allows for interoperability between different systems through APIs.
“Our AOS platform enables one to do that, and then on top of that platform, one can buy an order management platform, for example, or order management system through AOS. They can do that across all four verticals – network, local, MVPD, or digital – and leverage the different workflows and modules within AOS to solve for this ultimate convergence,” Grossi explained.
Operative products integrate with over 400 platforms and thousands of custom data sources.
A must-read interview with Operative's CEO Michael Grossi. He shares his thoughts on Operative’s mission to unlock the full value of media & the technology needed to empower media companies to succeed in today’s evolving & fragmented advertising landscape.https://t.co/bioqgSIWup pic.twitter.com/esLTRiIaLL
— Operative (@Operative_Media) January 20, 2023
Catering to the Evolving Needs of Advertisers
Operative rolled out AOS to the four verticals Grossi mentions in April.
It has been used by the likes of Sinclair Broadcast Group, TelevisaUnivision and FOX to manage their cross-platform ad sales.
“Operative’s AOS cloud SaaS solution unites massive amounts of information across our business to give us a single workflow, unifying our revenue operations,” said Rob Weisbord, Chief Operating Officer and President of Broadcast, Sinclair.
“We can move faster, serve our advertiser clients better, and optimize our inventory more effectively, allowing us to offer complete cross platform sales opportunities.”
