Operative will return to IBC this year (Stand 4.B11) to debut its fully cloud-based AOS solution, which provides content owners like broadcasters with a scalable, flexible order and revenue management platform for advertising. AOS helps media networks maximise ad sales businesses with a modern approach that delivers automated and unified ad sales. The company emphasises ‘unified’. “Converged media sales are possible; they are here today’,” it says.
“Publishers have an incredibly complex revenue operation, which includes products across CTV [connected TV], linear TV [classic broadcast], video [e.g., other streaming including to tablets and phones], and display [e.g. website banners] across different properties, partners and channels,” Operative says, outlining the case for its new approach. “Providing the highly targeted proposals that advertisers require and optimising delivery requires the advanced computing capabilities of a cloud solution.
“AOS is the only advertising revenue management solution that is designed to fit into a publisher’s current operations to unify, streamline and scale without requiring publishers to rip out what they have,” the vendor continues. “Publishers get the benefit of the cloud while maintaining the foundational elements of their current workflow.”
Operative predicts that the complexity of advertising revenue and content management will only increase, pointing to buyside demands for identity-based advertising, campaign delivery using new currencies and even multiple currencies, as well as new ad formats. Meanwhile, it becomes increasingly necessary to enable unified workflows because of the continued diversification of content and distribution methods.
During IBC, Ben Tatta, Chief Commercial Officer at Operative, will give a presentation on how modern cloud-based technology helps media companies dramatically improve revenue, sales and operations processes. His talk is on Saturday, September 16 at 2:45pm at the Innovation Stage in Hall 3.
