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»Lorne Brown

The Operative Word, With CEO Lorne Brown

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Ad management company Operative serves some of the world’s biggest media brands, including NBCUniversal, ABC, AT&T, Starz and Sky. This week on AdExchanger Talks, longtime CEO Lorne Brown describes the growth of his company, its 2016 merger with… Continue reading »
by Zach Rodgers // June 18th, 2020 //
»
As New Ad Marketplaces Form, Media Companies Must Find Their Place

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lorne Brown, CEO at Operative.  TV is not dead. Advertising is not dead, either, but it is changing, fast. That’s an opportunity for growth. Equity analyst Omar Sheikh has predicted that advanced TV will… Continue reading »
by AdExchanger // April 12th, 2018 //
»
Lorne Brown, New CEO Of Sintec Media, Eyes TV’s Future

Lorne Brown, former CEO of Operative and president of SintecMedia, will ascend to the CEO position at Sintec Media. Outgoing CEO Amotz Yarden will assume a seat on the board. As CEO, Brown plans to continue executing the vision he and Yarden laid out last November when SintecMedia acquired Operative for $200 million, about six… Continue reading »
by Sarah Sluis // August 7th, 2017 //
»
Open AP Emphasizes Audience Data, The First Leg Of The Stool

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lorne Brown, president at SintecMedia. Fox, Turner and Viacom recently announced an audience targeting alliance called Open AP just in time for the annual upfronts. Open AP is designed to allow buyers to define… Continue reading »
by AdExchanger // May 18th, 2017 //
»

As TV And Digital Converge, Beware Of The Third Advertising Stack

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Lorne Brown, CEO at Operative. You’ve heard it before: Digital and TV are converging. We may talk about it, but many haven’t stopped to examine the hard technical and operational challenges that media companies… Continue reading »
by AdExchanger // May 31st, 2016 //
»
How To Make Programmatic TV Grow Faster? Simplify It

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Lorne Brown, CEO at Operative. I can’t tell you how many times I’ve heard high-level publishers and advertising executives bring up the huge promise of programmatic TV. In theory, programmatic TV buying allows advertisers… Continue reading »
by AdExchanger // February 25th, 2016 //
»
How Do We Bridge The Gap Between The NewFronts And Upfronts?

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Lorne Brown, CEO at Operative. How can we reach the people we’d ordinarily try to reach on their televisions, now that they no longer look at their televisions? Consumers aren’t just watching cat videos… Continue reading »
by AdExchanger // May 18th, 2015 //
»
Dogged By Changing Viewability Standards, Publishers Must Shift To Quality

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Lorne Brown, CEO at Operative. New viewability measurement capabilities and the discovery of rampant fraud in ad exchanges has led advertisers to question whether any online advertising is actually seen by viewers. As a… Continue reading »
by AdExchanger // March 18th, 2015 //
»
Direct Sales And Programmatic: A Happy Medium?

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Lorne Brown, CEO at Operative. There’s a lot of talk that programmatic advertising brings more money and less overhead cost to an organization, leading to publishers rapidly expanding their programmatic channels. By 2016, eMarketer… Continue reading »
by AdExchanger // February 4th, 2015 //
»
Operative Shifts Focus To Automating Direct Sales, Not Direct Response

Back in December, Operative founder Lorne Brown reclaimed the CEO role at online ad sales software management company. He replaced Mike Leo, tapped for the post back in 2004. The New York company is working on serving the largely untapped mid-market and smaller publishers and while looking to sharpen its position as an alternative to… Continue reading »
by David Kaplan // March 14th, 2013 //
»
 

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