Operative

Sports: Biggest Marketing Opportunity, Hardest Activation

The article argues that live sport offers unmatched global reach and emotional engagement, making it a major growth area for advertisers. However, activating relevant, timely campaigns at scale is difficult due to the need to understand individual fans, anticipate live moments, rapidly update creative, and deliver ads across channels without delay. Martech that ingests live in-game sports data, combines deterministic publisher data and fan transaction insights, and uses fan-focused DSP and dynamic creative can help bridge the gap. The piece highlights Sportradar's approach and cites market projections and client performance uplifts to illustrate the potential of data-driven, real-time sports marketing.

CRM vs. OMS: Der richtige Tech-Stack für das operative Tagesgeschäft

CRM systems have become essential in professional sales and marketing operations, but their ability to support complex media campaigns and pricing is limited. The article contrasts Customer Relationship Management (CRM) with Order Management Systems (OMS) in the ad-tech context, noting that CRMs excel at storing customer data, managing pipelines, and enabling basic marketing integration, yet struggle with complex product configurations, pricing rules (e.g., CPM, CPC, CPCV), discounts, and invoicing. Consequently, large marketers typically use OMS as a complement to CRM to handle order disposition and to synchronize with production systems such as ad servers, SSPs, and ERP. In smaller digital publishers, CRM alone may not be cost-effective, and an OMS can provide core CRM-like data management plus centralized campaign and offer handling. The piece concludes that CRM is essential in big marketing organizations, but OMS is often needed to manage complex workflows and avoid costly integrations.

Wait, So NBCU Is Hosting A Developer Conference?

NBCUniversal will host ONE21, a one-hour online developer conference dedicated to its One Platform initiative, on March 22, 2021. The event aims to engage developers, explain how One Platform works, and show how it can be customized for advertisers and partners. ONE21 follows NBCU’s CES debut of One Platform and signals an ongoing effort to merge broadcast and digital advertising ecosystems by involving technology partners and developers beyond traditional agencies. Partners named for the ecosystem include Salesforce, Operative, Adobe, and FreeWheel, with measurement partners Data Plus Math and 4C. Josh Feldman, NBCU’s CMO of Advertising and Partnerships, discussed the initiative with AdExchanger. NBCU says ONE21 will not be an upfront, will include technology announcements, and NBCU plans to make ONE22 and ONE23 annual events as part of expanding the platform’s roadmap.