If more publishers move away from selling their ads programmatically, what comes next?
For Lindsay Van Kirk, the answer is openness.
In this video interview with Beet.TV, the SVP Product Management, Operative, explains why tying together multiple channels and workflows is the only solution to modern media sales.
Post-programmatic platforms
Bloomberg Media previously announced it would stop serving open-market third-party display ads on its sites.
Many streaming services are also moving from programmatic platforms to direct sales.
“We want our publishers to maximize every dollar that they can get from any one of their pieces of content or modes of distribution,” says Van Kirk.
“We are seeing that a lot of publishers want to be able to go direct to their brands and their agencies without having to go through some of these programmatic pipes.
“Part of that is driven by the fact that the programmatic tax is relatively high still. When you think about the way that all of these companies that add value in the chain sort of participate, they do take sort of the value that they bring to the table out of that transaction.”
Choice from connection
Van Kirk says ad-tech platforms that want to continue serving these publishers are going to need to be open.
Operative’s own AOS is a cloud-based solution to manage media. AOS is built on an open architecture that allows for interoperability between different systems through APIs.
Operative products integrate with over 400 platforms and thousands of custom data sources.
“We focus on being able to integrate with any different company that our partners and our clients would want to be able to integrate with across delivery audience measurement, audience extension capabilities, and into sort of the buy side for RFP automation or even for self-service,” Van Kirk says.
The company is taking that interconnected approach to areas including measurement currency and ad server, too, in a bid to allow for maximum flexibility and choice.
Streamlining multiple workflows
Van Kirk acknowledges that streamlining these multiple workflows is difficult due to different currencies, expectations, and measurability across various media types.
Additionally, teams working on yield, ad operations, and optimization have different backgrounds and workflows because of the diverse nature of media types.
By bringing all these different flows into one system, Operative aims to identify similarities between workflows and find ways to make them more streamlined over time.
