Join us to learn how top media companies are using innovative technology to transform their businesses. As your advertising business grows, the manual processes and disparate systems used to support the business quickly become insufficient and cumbersome to maintain. When new technologies and processes are thrown into the mix, this continues to add complexity to selling, executing, and billing ads. How will you manage the complexity in a scalable way? Learn how your company can streamline processes, increase profitability and better serve your customers with innovative technology that supports your whole business. In this interactive webinar, Manu Warikoo, Operative’s SVP of Solutions, shares learnings from top digital media companies, to help you learn: The costly impact of running your business with manual processes and disparate systems How an advertising business management platform can help you scale The short and long-term ROI to adopting a business platform Best practices for ensuring a successful enterprise-wide technology initiative The webcast will be followed by a Q&A session.

1. LIVE Webcast
Lead Your Company’s
Next Game Changer
Manu Warikoo
Operative Senior Vice President, Solutions
January 12, 2012

2. 2
Who is Operative?
Provide software and services that help media companies run their advertising businesses
11 years deep digital domain expertise
250+ employees in New York, São Paulo, London, Melbourne, and Bangalore
Customers are 200+ media industry leaders
100,000 placements trafficked monthly
$6B in global ad revenue run through Operative solutions

3. Companies can’t scale if they
can’t bring it all together.

4. 4
Product/Inventory
Main Functions of
a Digital Media
Company Finance Publisher Sales
Ad Ops

5. 5
SALES CAMPAIGN BILLING
RFP
PROCESS Get IO and creatives
EXECUTION
from agency
Send invoice
to agency
Is there Inventory? Reserve
inventory
Yes Enter campaign
Confirm which delivery maps to original campaigns
Complete information
spreadsheet with
Sale details Enter campaign
information Enter delivery
for billing
Send completed
spreadsheet to Ad Ops
EXCEL AD BILLING
Monitor performance SERVER Pull delivery, and prepare SYSTEM
and send updates reports to send to the agency
upon request and the Finance team
AGENCY SALES AD OPERATIONS FINANCE

6. 6
A Real Life Offline (Excel, Email, etc.)
Ad Server (Display)
Example Proposals Revenue Forecasting
Campaign Delivery
Ad Trafficking
Inventory Avails
• $30M digital ad revenue Media Plans Account Management Modifications
Campaign Details
3rd Party Data Signed IO’s
• 12 salespeople
Campaign Details Modifications Ad Server (Video)
• 100 campaigns per month
Campaign Delivery Sponsorship Calendar Campaign Delivery
Ad Trafficking
Reporting Creative Brief Inventory Avails
Modifications
Reservations Proof of Execution
Campaign Details
LEGEND
SYSTEM 3rd Party Ad Server
Data/Task 3rd Party Data
Duplicate Data CRM Finance App
Interface Accounts Campaign Details
Linked Workflow Account Receivables
Contacts Adjustments
Re-key
Disconnected Data Credit Limits
and/or Processes Opportunity Mgmt
Revenue Recognition

7. 7
Reality Check: What’s Really Happening
Data scattered in multiple places
and getting lost in translation
Duplicate, manual re-entry of data
Spaghetti processes
Departments operating in silos
Deals closing without the proper
checks and balances

8. 8
How Can We Run Our Business Better?

9. 9
Key Business Requirements
Product Sales Ad Operations Finance
 Flexible model for
creating products &


sellable products End-to-End
Consolidated view of all  Integrate with all your ad
servers
 Reconcile Sales’ contract
information with
packages  Provide easy access to  Automate trafficking campaign results
 Associate inventory to
sellable products 
 CRM
Integrate with
Integratedall sources data
inventory availability Reconcile delivery
from

 Prepare billing data for
invoicing
 Tie products with  Maintain accurate  Integrate with your
trafficking instructions
for automation 
revenue forecasts Agnostic financial application
 Robust reporting & analytics  Support various business models and
Executive  Customizable workflow

new types of revenue opportunities
Support international business
 Enterprise security

10. 10
Enterprise business platforms:
Brings together people, processes, and technology
applications into one business platform
for digital media companies

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Why Advertising Business Management?
Enterprise-wide discipline and compliance
Streamlined, automated processes
Elimination of duplicate data entry
Centralized data
Enterprise-wide transparency
Integrated reporting

12. 12
A Real Life OfflineONE SYSTEM etc.)
(Excel, Email, Ad Server (Display)
Example With Proposals
Advertising Business Management Revenue Forecasting
Campaign Delivery
Ad Trafficking
Ad Business Media Plans Account Management
Inventory Avails
Modifications
Product Packaging Trafficking Operations Campaign Details
Management 3rd Party Data
Accounts & Contact Mgmt
Campaign Details
Signed IO’s
Campaign Management
Modifications Ad Server (Video)
RFP Management Invoice Processing
Campaign Delivery Sponsorship Calendar Campaign Delivery
Reporting Ad Trafficking
Reporting Creative Brief
Inventory Avails
Inventory Management Modifications
Reservations Proof of Execution
Campaign Details
LEGEND Business Intelligence & Data Warehousing
SYSTEM 3rd Party Ad Server
Data/Task 3rd Party Data
Duplicate Data CRM Finance App
Interface Accounts Campaign Details
Linked Workflow Account Receivables
Re-key Contacts Adjustments
Disconnected Data Credit Limits
and/or Processes Opportunity Mgmt
Revenue Recognition

13. 13
What ROI Can I Expect?

14. 14
The ROI.
Sales: Reduce RFP response time by 60%.
Ad Operations: Increase operational efficiency
by 30%.
Finance: Reduce billing cycle times by 50%.
Executive: Reduce operational costs by 50%.

15. 15
How Does One Ensure Success?

16. 16
Five Key Drivers to Success
1. Clear goals & objectives
2. Executive sponsorship
3. Participation from key stakeholders across the organization
4. Clear approach and commitment to adoption
5. Strong partner aligned with your goals & objectives

17. 17
What’s Next?

18. 18
Three Questions To Ask Yourself
1. Are we currently operating efficiently and
effectively?
To help you uncover the health of your business and identify potential areas
of improvement, complete this COMPANY EVALUATION WORKSHEET.
2. How do I start socializing this idea?
Read this quick 1-page overview on HOW TO GET INTERNAL BUY-IN to learn
who needs to get involved and how to get them engaged.
3. How do I make this a reality?
To help mobilize your organization, create a Plan of Action which identifies
milestones and key owners.

19. 19
Questions?

20. 20
Thank You
Manu Warikoo | mwarikoo@operative.com