Adslot has struck a global deal with Operative Media to provide a Platform-as-a-Service solution to facilitate automated guaranteed transactions for publishers.
The solution will allow publishers to dramatically reduce the number of systems required to manage and sell inventory.
The integration will connect Adslot's client base of media buyers that include GroupM, Publicis, Omnicom and Aegis/Dentsu with Operative's premium sellers that include NBCUniversal, Wall Street Journal, Comcast and iHeartMedia.
Publishers can now upload all of their inventory with complete product and pricing information from their Operative product catalog directly into Adslot's trading platform for buyers to purchase.
In addition Adslot will transpose all transactional data into Operative's system to provide publishers with a real time view of their available inventory.
Since 2001, Operative Media 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. Operative's client base, which controls over 20 per cent of the global ad market, features NBCUniversal, Wall Street Journal, Comcast, iHeartMedia, BuzzFeed, and Schibsted Media.
According to a company statement, Adslot's mission is to automate the trading of forward guaranteed display advertising. Our leading technology is a purpose built, global media trading platform.
Operative chief executive, Lorne Brown, said executives were seeking new ways to control their operational costs in the face of declining revenues.
"Our partnership with Adslot is aimed at enabling publishers to have better yield management while protecting the value of their inventory," he said.
"We are providing publishers with a single platform to manage and sell inventory through their direct sales teams, as an automated guaranteed transaction or both without the need to double down on their ad ops team."
Adslot chief executive, Ian Lowe, said he believed automation encompassing the end-to-end campaign lifecycle for both buyer and seller was essential to realising the automated guaranteed opportunity.
"So by integrating our respective workflow technologies we can co-author a new benchmark for automating forward guaranteed trading," he said.
"The partnership will provide Operative's publishers with a fully integrated toolset to manage their forward guaranteed business, with a focus on revenue and profit performance."
Adslot is a global organisation with operations in US, UK, Australia, New Zealand, China, Germany, and is headquartered in Melbourne, Australia.