The Future of Advertising: Data And Automation Take Center Stage For Operative’s Tatta

What is the future of media sales? Data, data and data. According to one ad-tech exec, data and automation are poised to play a significant role. Ben Tatta, Chief Commercial Officer of Operative, a software and services company focused on helping media companies simplify the business of advertising, shares his views in this video interview […]


Post-Programmatic Publishers Need Platform Choice: Operative’s Van Kirk

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 […]


API OK: How Integration Can Solve Publishers’ Fragmentation Anxiety

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 […]


Come Together: Operative’s Fischmann Wants Programmers & MVPDs To Get Closer

LOS ANGELES — It is now an industry whose transactions are mediated by a host of platforms. But Hans Fischmann thinks media buyers and sellers should work more directly. In this video interview with Mediatel Events director Justin Lebbon for Beet.TV, Fischmann, SVP, Sales Solutions, Operative, says both sides need to focus on their relationship. […]


Standards Needed To Align TV, Video Currencies: Operative’s Brown

LONDON — With old-fashioned TV, things were simple. The gross-rating point was the predominant ad-buying currency. Now that the world is exploding in to on-demand TV, premium video and a host of other channels, ad-buying currencies are up in the air again. Lorne Brown wants to pin them down. In this video interview with Beet.TV, the […]


Operative CEO On FreeWheel Partnership To Beat Tech Platforms

The digital platforms are commanding a greater and greater share of ad spend, and may even now be contributing to a forecast decline in US TV ad spend. How can the TV industry fight back? By simplifying and going large, says Operative CEO Lorne Brown, in this video interview with Beet.TV, Together with FreeWheel, Brown’s […]


Operative Customers Share The Ad ‘Partner Premium’

FORT LAUDERDALE — Some media companies, especially the smaller ones, just don’t have the kind of scaled inventory many advertisers are looking for. So Operative, an ad tech platform operator which lets publishers manage their online ad space, is encouraging some of its customers to pool their slots. The outfit says it is launching a program called “partner […]


Rates Trump Fraud Amongst TV Firms’ Concerns: Operative Research

TV companies’ biggest priority is responding to growing consumer habits in multi-screen and time-shifted viewing, according to executive research carried out by video ad tech platform vendor Operative. But its white paper, The Profitable Publisher, in which it polled 85 media executives, also found two big advertising threats – fraud and ad blocking – are low […]