CBS Radio Enhances Online Inventory Management, Ad Trafficking Systems
February 7, 2007 at 10:09 AM (PT)
CBS RADIO announced today it will be implementing new digital inventory management systems to further enhance its ability to serve advertisers who want to reach local audiences through its stations online assets. Through the use of ad operations software and trafficking services provided by ad-trafficking services provider OPERATIVE, CBS stations will be able to seamlessly orchestrate proposals, insertion orders, inventory management, and finance reconciliation.
"Millions of users visit and stream from our websites everyday, creating a number of opportunities for advertisers trying to reach premium online audiences," said CBS RADIO Exec. VP/CFO WALTER BERGER. "With this announcement, radio station personnel can now work more efficiently to sell, manage and integrate inventory on their website, as well as maximize CPM rates. Additionally, this central platform affords us access to insightful information about our stations operations, trends and pricing."
OPERATIVE CEO R. MICHAEL LEO said, "CBS RADIO is one of the premier media brands in the U.S., and we're honored to have a role in their success. OPERATIVE's software and services will be a powerful driver of their online business, and we're dedicated to helping CBS RADIO increase revenue through operational excellence."