Operative Blog

The world of creative in online advertising is constantly evolving. It seems that every month we’re reading about new types of creative that can be implemented on a publisher’s web site. While many still use plain images to do their advertising (and there’s certainly nothing wrong with that!), we are beginning to see that advertiser’s [...]

Did you miss DPAC on June 24 at the Millennium Hotel? Are you interested in some of the results of the Operative and DM2PRO State of the Industry survey? Do you want a sneak peak into Operative.One? No problem. Download the Operative presentation by clicking on the below link.  Operative at DPAC Conference_6-24-10 Also, for access to [...]

For the last 2 weeks, we’ve been working with the team at DM2PRO to survey the digital advertising community about the current state of affairs: – Growing need for data integration among all players in the ecosystem – Blurring lines between publisher, agency, brand and network roles and responsibilities – As we continue to innovate, [...]

Operative partnered with the team from DM2PRO to survey digital publishers and agencies about the people, processes and tools required to run a profitable advertising business.  At DPAC today, we’ve released the findings.  Take a look at some of analysis we’ve gathered. More than 339 self-identified publishers weighed in during a one-week period, ample enough [...]

Moments ago at the DPAC conference in New York, Operative CEO and President, Mike Leo and Operative Founder, Lorne Brown, announced the release of Operative.One- the business platform that allows media company’s to operate in one integrated, best of breed system. We invite you to learn more about Operative.One!  Please click here.

Recently, an Ad Operations colleague at a publisher contacted me about ad discrepancies.  They started preparing for end of month billing: pulling their primary ad server campaign delivery reports pulling 3rd party ad server campaign delivery reports compressing the data from ad serving sources, and sending it all off to Finance for reconciliation.  The publisher wanted [...]

According to the Bain Study “Building Brands Online”, in the next 3 years, brand marketers will spend close to 40% of their budget on cross-platform campaigns (up from roughly 25%).  That’s about $52,000,000,000 being spent on cross platform campaigns in the near future.  Unless you start making changes in your organization to satisfy this new [...]

The day of ‘seller defined media buys’ will decrease as publishers understand the who, how and where in the context of a media buy.  Sellers need to not only understand the revenue picture but also the value of the audience.   The question is not WHO owns the data, but WHAT can we use the data for?  [...]

A publisher has to decide: 1. All in- is it brand advertising? or 2. Are they optimizing for networks?  A media company is based on the content and the sales force.  It is practically impossible to have a hybrid strategy and not lose value for your brand.  Most companies work with zero partners or more [...]

Gordon McLeod, President, The Wall Street Journal Digital Network The Evolution of Content 1. Paid content should be free. Once free, always free is a myth. The hybrid model is the ultimate access with a paid and free model in the same market.  Drive traffic with free but keep the audience with paid.  Try to also [...]