Operative’s Deal With CBS Helps Stations With Online Ad Trafficking

Online ad company Operative has snagged a contract with CBS Radio.
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Online ad company Operative has snagged a contract with CBS Radio.

CBS is using the New York-based firm to implement digital inventory management systems involving online products.

Operative will provide ad operations software and trafficking services involving how CBS manages its proposals, insertion orders, inventory management and finance reconciliation.

CBS officials say millions of users visit and stream its Web sites daily. CBS Radio exec Walter Berger said the deal means stations can more efficiently sell, manage and integrate inventory on their Web site and maximize CPM rates. The platform also gives CBS better info about trends and pricing, he said.

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