The companies’ software overlaps very little, Brown said. In early 2017 they will combine the proposal system, which will enable media companies to respond to linear TV and digital RFPs holistically, for example.
Local TV broadcasters and MVPDs, which sell both linear TV and digital to regional advertisers, are most ready to embrace this tech, according to Brown. National media companies may be selling to separate ad agencies now, but they already need tools to manage tests of audience-based buys.
“Unequivocally, everyone is ready for convergence one way or another,” Brown said.
The combined companies have at least one competitor: WideOrbit, which manages ads across digital, TV, radio and programmatic.
“This is a powerful combination,” said GCA Advisors managing director Joshua Wepman, the bank advising Operative on the deal. “I don’t know if there is anyone with this much scale covering TV, digital, programmatic and non-programmatic.”