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 […]