First Platform as a Service Solution to Facilitate Automated Guaranteed Transactions
Operative, the global leader in advertising business management solutions for digital publishers, broadcasters and cable networks, today announced a global partnership with Adslot, a leading automated guaranteed media trading technology. The joint offering will be the first real Platform as a Service (PaaS) solution to manage automated guaranteed transactions and will allow publishers to dramatically reduce the number of systems required to manage and sell inventory.
The integration will connect Adslot's client base of media buyers that include GroupM, Publicis, Omnicom and Aegis/Dentsu with Operative's premium sellers that include NBCUniversal, Wall Street Journal, Comcast and iHeartMedia. Publishers can now dynamically upload all of their inventory with complete product and pricing information from their Operative product catalog directly into Adslot's trading platform for buyers to purchase. In addition Adslot will transpose all transactional data into Operative's system to provide publishers with a real time view of their available inventory.
"At a time when publishers are faced with declining revenues, executives are seeking new ways to control their operational costs," said Lorne Brown, CEO of Operative. "Our partnership with Adslot is aimed at enabling publishers to have better yield management while protecting the value of their inventory. We are providing publishers with a single platform to manage and sell inventory through their direct sales teams, as an automated guaranteed transaction or both without the need to double down on their ad ops team."
Publishers have been losing control of their ability to manage yield due to pressures to make their inventory available to systems outside of their internal infrastructure. Today the bulk of point solutions mostly cater to the needs of buyers while media companies can utilize over ten systems to run their business because of new programmatic capabilities. As a result of this fragmentation, publishers are losing revenue and working less efficiently. The partnership between Adslot and Operative will provide media companies with a platform that addresses this issue.
"We believe automation encompassing the end-to-end campaign lifecycle for both buyer and seller, is essential to realising the automated guaranteed opportunity, and so by integrating our respective workflow technologies we can co-author a new benchmark for automating forward guaranteed trading," said Ian Lowe, CEO of Adslot. "The partnership will provide Operative's publishers with a fully integrated toolset to manage their forward guaranteed business, with a focus on revenue and profit performance."
