life at operative
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Learn more about life at Operative - what we do and how we work.TRANSCRIPT
About Operative
New York London SydneyStockholm Sao Paolo Austin
Seattle Bangalore
Client base of more than 200 media industry leaders
$6 Billion in global ad revenue running through Operative solutions
We empower sales teams to thrive in today’s market by equipping them with the tools required to effectively package products according to buyer needs and access available inventory in a timely manner.
We provide infrastructure flexibility that enables cross-channel, multi-platform integration and aggregates system and inventory data into one architecture – placing our clients in a better position to maximize yield and achieve higher CPMs for their inventory.
We build efficiency into our offerings to mitigate operational complexity, ensure seamless execution and minimize the costs associated with running a digital ad business.
Automation should not be synonymous with giving up control of your business. With automation comes greater business control.
DrivingSales
DrivingYield
DrivingEfficiency
In Pursuitof Automation
About Us
Clients and Technology Advisory Board
Digital Ad Operations Are Complex
CAMPAIGN EXECUTION
SALES PROCESS
AD SERVER
EXCEL
BILLING
Is there Inventory?
Yes
Complete spreadsheet with Sale details
Send completed spreadsheet to Ad Ops
Get IO and creatives from agency
Reserve inventory
Enter campaign information
Monitor performance and send updates upon request
Enter campaign information
Send invoice to agency
Enter delivery for billing
BILLING SYSTEM
RFP
Confirm which delivery maps to original campaigns
Pull delivery, and prepare reports to send to the agency and the Finance team
Agency Sales Ad Ops Finance
CAMPAIGN EXECUTION
SALES PROCESS
AD SERVER
EXCEL
BILLING
BILLING SYSTEM
Is there Inventory?
Yes
Complete spreadsheet with Sale details
Send completed spreadsheet to Ad Ops
Get IO and creatives from agency
Reserve inventory
Enter campaign information
Monitor performance and send updates upon request
Enter campaign information
Send invoice to agency
Enter delivery for billing
RFP
Confirm which delivery maps to original campaigns
Pull delivery, and prepare reports to send to the agency and the Finance team
Agency Sales Ad Ops Finance
Completes RFP with inaccurate information
Reports inaccurate inventory
Over-booksinventory
Dissatisfiedclient
Campaignunder-delivers
CAMPAIGN EXECUTION
SALES PROCESS
AD SERVER
EXCEL
BILLING
BILLING SYSTEM
Is there Inventory?
Yes
Complete spreadsheet with Sale details
Send completed spreadsheet to Ad Ops
Get IO and creatives from agency
Reserve inventory
Enter campaign information
Monitor performance and send updates upon request
Enter campaign information
Send invoice to agency
Enter delivery for billing
RFP
Confirm which delivery maps to original campaigns
Pull delivery, and prepare reports to send to the agency and the Finance team
Agency Sales Ad Ops Finance
Billing error
Check error with Ad Ops
Identifies error and sends updated numbers
Updates billing system
Issuesmakegood
Advertising. Yesterday, Difficult. Today, Overwhelming...
DisplayAd Server
DisplayAd Server
3rd PartyAd Server
DisplayAd server
Multiple SalesChannels
Multiple BuyerTypes
DisplayDisplayDisplayMobileVideo
Owned & Operated
AcquiredInventory
Owned and OperatedInventory
AcquiredInventory
DisplayDisplayDisplayMobile
VideoAd Server
MobileAd server
VideoAd Server
DisplayDisplay
DisplayAd Server
Digital Advertising: The Challenges
Running a profitable media company is becoming more complicated:
> Advertising Sales/Ops is increasingly complex
> Customers requirements are becoming more demanding
> Traditional publishers must be digitally innovative to compete
> Scaling without disrupting everyday business
> It is harder than ever to understand how your business is really performing
Where Does Operative Fit?
Solutions
Ad Serving Outsourced Services
Technical training, support and resale.
> Ad server set up and configuration
> Training Ad Ops teams
> General trafficking best practices
> Publisher and agency ad servers
> Troubleshooting specific technical issues
Software
End-to-end digital advertising system
> Bringing together people, processes and technologies for end-to-end business transparencyCapturing new revenue opportunities without disrupting everyday business.
> Increase the efficiency across the organization to reduce operational costs
Trafficking ads with <1% error rates.
> Entering campaigns into the ad server
> Generating tracking pixels for implementation
> Creative acquisition
> Testing and uploading creative (standard and rich media)
> Creative modifications
Powering Sales, Ad Ops and Finance in One Central Hub We power your digital ad business. Our cloud-based software hub integrates your current third-party technologies, giving you complete control over your entire advertising ecosystem. Operative enables you to accurately sell, execute and bill media products, generating more revenue and saving time
D E M A N D
> Collect and Package all your media products in one system
> Create high-yield packages
> Enable sellers to quickly create and manage integrated proposals
W O R K F L O W
> Routing appropriate instructions / alerts
> Strong internal controls and approvals
> Create single source of truth for creating, trafficking and managing orders
T E C H N O L O G Y
> Support of wide range of technologies across functions - ad serving, billing, CRM, reporting, dynamic data exchange and automated pushes
R E P O R T I N G
> One system of record / one single source of truth
> Powerful data processing to maximize insights
> Flexible Data Feed for 3rd party reporting systems
> Ability to warehouse data for security
Operative’s Impact
Operative clients’ CPM growth outpaced the industry by more than 14 times the industrial average in 2012
Decrease the amount of time devoted to RFP response by 75%
Reduce billing time by more than 50%
28% time savings from eliminating double entry via multiple systems
15% efficiency gain from error reduction
Automate reporting across multiple systems to reduce time spent on manual retrieval by up to 70%
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Inside Operative’s Software Platform
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
New Edit Delete
Submit for Approval
Add Remove
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Order List
Walt Disney – World Cup Brazil ‘14
Johnson & Johnson Dove Winter
Coca-Cola Xmas Promotion 2013
Order Details
Id: 67499154 Version: 1.0 Stage: 100% Closed/Won
Advertiser: Johnson & Johnson Start Date: 01-Nov-13
Buying Agency: OMD End Date: 31-Mar-14
Plan Net Value: 357K EUR Sales Representative: Céline Lefebvre
Media Plan
Line Items Start Date End Date Cost Qty. Price Discount Avails
Display MPU 300x225 01-Nov-13 31-Mar-14 CPC 1,500K €10 20%
Pre-Roll Video 15s 01-Nov-13 31-Mar-14 CPM 800 €97 20%
Mobile Homepage Takeover 01-Nov-13 31-Mar-14 CPM 30,000 €50 20%
- Sales Module
Add
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- Cross Platform CatalogueAddProduct List
Display MPU 300x255
Pre-Roll Video 15s
Player Skin Background
Package List
Exclusive Sponsorship
Mobile Homepage Takeover
Roadblock
Digital Ad Flow: Sales, AdOps, Finance, Execs
New Edit Delete
Submit for Approval
Add Remove
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Order List
Walt Disney – World Cup Brazil ‘14
Johnson & Johnson Dove Winter
Coca-Cola Xmas Promotion 2013
Order Details
Id: 67499154 Version: 1.0 Stage: 100% Closed/Won
Advertiser: Johnson & Johnson Start Date: 01-Nov-13
Buying Agency: OMD End Date: 31-Mar-14
Plan Net Value: 357K EUR Sales Representative: Céline Lefebvre
Media Plan
Line Items Start Date End Date Cost Qty. Price Discount Avails
Display MPU 300x225 01-Nov-13 31-Mar-14 CPC 1,500K €10 20%
Pre-Roll Video 15s 01-Nov-13 31-Mar-14 CPM 800 €97 20%
Mobile Homepage Takeover 01-Nov-13 31-Mar-14 CPM 30,000 €50 20%
Targets Inventory Availability
Location: UK, Europe
Sex: Female
Age: 25-40
Status: Single, Married
- Sales Module
300K
200K
100K
0KNov-13 Dec-13 Jan-14 Feb-14 Mar-14
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Approve Reject
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- Sales ModuleOrder List
Walt Disney – World Cup Brazil ‘14
Johnson & Johnson Dove Winter
Coca-Cola Xmas Promotion 2013
Order Approvals
2 Required Approval(s) Remaining
In progress: assigned to Legal Approval Group. The billing account on this order does not have an approved
credit status. Wait for approval from credit controls.
In progress: assigned to Digital Inventory Approval Group. This order requires a digital inventory approval.
Automatically approved by System
Automatically rejected by System: "Deal Minimum < $1000"
Digital Ad Flow: Sales, AdOps, Finance, Execs
Digital Ad Flow: Sales, AdOps, Finance, Execs
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Split Ticket Assign To Push to Ad-Server
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- Ad Operations ModuleTicket Queue
Push Id Ticket Name Line Items Status Assigned To
155 155_Walt_Disney_World_Cup_Brazil_14 20 Pre-Production Kelly Preston
134 134_Johnson_&_Johnson_Dove_Winter 76 Production Melissa Adams
198 198_Coca_Cola_Xmas_Promotion_2013 254 Active Maria Athayde
Line Items
Id Prefix Line Item Name Status Source Start Date End Date
1 134_1 Display MPU 300x225 Pushed OpenX 01-Nov-13 31-Mar-14
2 134_2 Pre-Roll Video 15s Pushed FreeWheel 01-Nov-13 31-
Mar-14
3 134_3 Mobile Homepage Takeover Pushed DoubleClick 01-Nov-13 31-
Mar-14
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DisplayMobile
Video
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs
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- Finance Module
Lock Edit Push to Finance
Invoice List Billing Period: Dec-13 Company: Johnson & Johnson
Id Invoice Name Status Amount Sold Impress. Deliv. Impress.
35 Nov 13 – Johnson & Johnson Winter 13 Locked €178,562.0 543,500,000
555,600,000
228 Dec 13 – Johnson & Johnson Winter 13 Locked €178,562.0 543,500,000
562,100,000
311 Jan 14 – Johnson & Johnson Winter 13 Active €178,562.0 543,500,000
544,800,000
Payment List
Id Payment Name Amount
312 15 Dec 13 – Johnson & Johnson Winter 13 €89,281.0
313 31 Dec 13 – Johnson & Johnson Winter 13 €89,281.0
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Delivery Data Billing Data
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs
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- Reports ModuleExport
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Available Reports Report
Sales Reports Data 1 Data 2 Data 3 Data 4 Data 5
Media Property Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Campaign Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Partner Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Ad Ops Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Administrator Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Inventory Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Finance Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Customer Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Report Data
Life At Operative
We run a pretty slick operation…Operative is one of the fastest growing ad tech companies on Silicon Alley. Our office is a fun, dynamic space filled with amazing engineers, a passionate sales team, and all of the tech company must-haves: ping pong, foosball, bagel Wednesdays, company parties, and more.
Join Us!