Operative will return to IBC this year, debuting the fully cloud-based AOS, providing publishers with a scalable, flexible order management solution. AOS helps media networks maximise their growing and evolving […]
Automated Local TV Ad Sales Finally On Near Horizon
New platforms from Matrix, Operative and WideOrbit aim to make local broadcast competitive with digital. Note: This story, originally published for TVNewsCheck Premium members only, is now available to everyone thanks to a sponsorship by Revenue Analytics.
Executives from NBCUniversal Local (Frank Comerford, above), Tegna, Sinclair and Hearst told a TVNewsCheck webinar they’re bedeviled by persistent gaps in the available buying/selling pipeline, which have bogged down the transaction process and added to their expenses. Those woes are leading some broadcasters to bring more of their automated functions in house.
Operative said it is launching an initiative designed to merge its linear and digital ad sales software, making it easier for its television network, TV station and MVPD clients to sell campaigns that reach target audiences regardless of screen. Comcast’s Freewheel and NBCU units have signed on the initiative, which Operative calls Premium at Scale.
