New Partnership Connects the World’s Leading Media Sales and Media Buying Platforms

Operative, the preferred advertising management technology partner for media companies, announced a partnership with Mediaocean, the leading software provider for the advertising world. This partnership integrates Operative’s media sales platform with Mediaocean’s buying platform Prisma – used by all major holding companies and independent agencies today. Media buyers and sellers will now be able to transact electronically and seamlessly between these platforms.

Buyers and sellers alike demand automation, auditability and actionable integrations for faster execution of direct-sold IOs and audience-based campaigns. This partnership enables each company’s clients to operate more efficiently and smartly. The initial phase of the partnership will:

• Streamline negotiation processes between buyers and sellers through electronic delivery of RFPs, proposals, and orders
• Remove double entry and potential errors from using disconnected systems
• Increase accountability with paperless audit trail tracking

Also Read: Mexican Startup Flyr Raised US $6 Million to Democratize Social-TV Advertisement

“The marketing landscape has become increasingly fragmented at a time where interoperability is critical in creating an efficient and open market,” said Bill Wise, CEO, Mediaocean. “While there are parts of our respective businesses that compete with each other, I am proud of Mediaocean, and applaud Operative for putting those aside to create an integrated solution for the industry. We look forward to this partnership providing solutions to help buyers and sellers work together to achieve larger scale execution, uninhibited by technological barriers.”

“Media companies win when they offer the same buying simplicity and scale of Facebook or Google, combined with premium content and audiences. Our partnership with Mediaocean delivers simplicity and scale for our publishers while providing an automated platform tailored to their business,” said Lorne Brown, CEO at Operative. “With Mediaocean, we set the stage for premium media companies and media buyers to transact in a marketplace that is fluid across channels such as digital, Advanced TV and more.”

In the future, the partnership will include the ability to send plan details directly through to trafficking and delivery, connect billing modules, and streamline reporting and insights.

Recommended Read: IAB Launches Programmatic Training Program for Marketers, Media Buyers & Ad Sales Professionals