Operative Partners with Moat to Provide Publishers with First Automated Inventory Management for Viewability.
Operative Media, Inc., an advertising business management solutions company, announced its partnership and integration with Moat, Inc., a SaaS analytics company focused on building products for brand advertisers and premium publishers.
With this partnership, for the first time publishers can seamlessly account for viewability and invalid traffic as they sell, traffic and bill on their inventory. The integration provides publishers significant efficiency, accuracy, and control of their ad quality.
Until now, publishers have been transacting on viewable inventory by combining information from several systems. Operative’s integration with Moat pulls Moat Analytics for display and video across desktop and mobile directly into the Operative system, providing analytics for every individual product and line item. As a result, publishers can now sell, optimize campaigns, and bill on viewability metrics within one central hub.
“We believe that viewability is only the beginning and represents a starting point to a more compelling conversation about how people pay attention to ads online,” said Jonah Goodhart, CEO and Co-Founder of Moat (pictured top left). “We are increasingly hearing from publishers and advertisers looking to transact on not only whether their ads were in view, but also how they were viewed and for how long. We are excited to partner with Operative and enable publishers to seamlessly incorporate these analytics into their workflow.”
Operative has been on the forefront of digital advertising for over 15 years, developing software and services that help publishers, broadcasters and cable networks run more efficient and profitable businesses. The integration with Moat represents one of several important steps Operative has taken recently to become the core of the publisher ad-tech stack as publishers diversify their offerings across screens, metrics and data types.
“Advertisers now expect publishers to offer viewability and invalid traffic detection across their inventory,” says Operative CEO Lorne Brown (pictured left). “By integrating with Moat, we empower publishers to automate that process with no drag on their business. With analytics built in, our clients can adjust prices, create unique ad offerings, traffic automatically and even overlay end-to-end data analysis all in one system.”
Moat is a New York-based SaaS analytics company. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions across online display, video, and mobile (web and in-app).
Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, and networks simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead.