Ad Buying

People of Ad Tech: Operative CEO Lorne Brown

Operative CEO Lorne Brown tells WIT Strategy‘s Bill Brazell how clients such as Clear Channel, CBS Radio and Comcast are monetizing their enormous local media businesses in a time when the average local business receives an average of 38 different sales reps per month. Brown illuminates four factors that affect publishers’ profitability: 1) The time it takes to respond to an RFP, 2) The time it takes to get an ad trafficked, 3) The number of ad technologies a publisher uses, and 4) The amount of time it takes that publisher to produce an invoice.

Music: Jim Duffy, “Morning Rays,” from “Side One.” Used with permission.

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