Life at Operative

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


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




Reserve inventory






RFP




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




Reserve inventory






RFP




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




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


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




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"



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


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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


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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!

Life at Operative

Business

Transcript of Life at Operative