Operative Compete allows publishers to centralize the management of all programmatic partners in a single platform. The product is the only offering of its kind on the market; the missing management layer between a publisher's many programmatic demand channels and their ad server. Publishers can normalize data across programmatic partners to more fairly compare metrics such as CPM and fill rates, and can push instructions to their ad server in real time, optimizing revenue and reducing manual labor. The fully transparent platform empowers publishers to increase the number of programmatic partners they work with, yet streamline operations at the same time.
"Operative is the only solution we looked at that offered transparent programmatic technology to optimize video and display at scale. Operative also offers world class services to ensure smooth integration and long term success," said Andrea Granucci, Senior Vice President of Yield Management at Scout.com. "Programmatic advertising is a complicated business to manage, and Operative does it all seamlessly, with the publisher's best interests in mind."
Programmatic advertising spending is projected to be $22 billion in 2016 with significant room to grow. A recent Operative survey shows that the majority of publishers earn less than 10 percent of their digital advertising revenue from programmatic channels, but plan to increase that number significantly. Yet, in their current situation, growth is difficult for publishers. Most programmatic vendors represent only a subset of advertiser demand, use opaque decision making, and have competing interests that can limit publisher revenue and insight.
In order to increase their control over the demand for their own inventory, publishers have embraced a complex array of solutions including header bidding, which can decrease page speed and allows partners to glean valuable data from their sites. At the same time, publishers lack the resources to analyze results, optimize their setup or integrate new partners. Operative Compete provides the missing piece of the programmatic puzzle for publishers, allowing them to manage their partners and maximize their revenue.
"We created Operative Compete to answer our clients' needs for a complete programmatic solution that doesn't take a hefty tech tax," said Lorne Brown, CEO of Operative. "As programmatic continues to evolve, publishers are gravitating toward partners that offer transparent technology platforms, not black boxes."
Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, and networks simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative's client base, which controls over 20 percent of the global ad market, includes NBCUniversal, Meredith, Refinery29, Wall Street Journal, Comcast, iHeartMedia, BuzzFeed, VICE Media, Vox, and Cox. For more information, visit www.operative.com.
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SOURCE Operative Media, Inc.