Mediaocean Teams Up With Operative to Eliminate Programmatic Buying Headaches

Multiple agencies have signed on to the pilot.

The program will cut down on the clutter that comes with buying for CTV and OTT.

Today, Mediaocean announced the rollout of a new partnership that it hopes will cut out some of the headaches that come with buying television programmatically.

The ad-based software company will team with the sell-side org Operative to cut down on the time that brands and agencies looking spend on buying their digital TV inventory. According to Mediaocean CEO Bill Wise, the integration will automate much of the hassle that comes with those on the buy-side spend negotiating RFPs and processing IOs, saving media buyers, publisher operations and sales teams nearly half the time on average executing their buys.

“People don’t want to buy context, they don’t want to buy programs—they want to buy audience,” said Wise. “And buying that audience means seeking the same kind of functionality they’re seeing in digital, they want that to exist in TV.”

Right now, those same buyers are looking for another thing in their TV environment: unity. In recent months, consumers have been faced with a veritable buffet of screens for consuming their content of choice, which makes attribution—and targeting—a headache.

Not only that, but, as Wise describes it, executing a basic digital buy might require hands from up to a dozen players in the supply chain, including viewability companies, ad servers and multiple DSPs. Anything that companies can do to cut down on that noise—even if it’s just through something as simple as shaving some time off of IO filings—makes the effort worthwhile, he said.

Starting in August, participants that have previously onboarded Mediaocean’s software can use the new system, which Wise likens to a “DSP for TV buyers,” free of charge for three months. As part of the pilot, interested agencies will be able to buy inventory across multiple broadcast properties—though Wise declined to offer specific names.

@swodinsky Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.