Sinclair’s Plan to ‘Reinvent How Media Is Transacted’


Sinclair Broadcast Group has turned to broadcast management company Operative Media for an effort the ATSC 3.0 pioneer believes will “transform the way local and national media is transacted across all digital and linear platforms throughout the industry.”

A multi-year enterprise partnership agreement has been executed, one that will see Sinclair become the first local television broadcaster to consolidate all sellable assets across its platforms and markets into a single ad sales system, creating a unified brand experience for customers and sellers.

The deal calls for Sinclair to use Operative’s advertising sales management technology platform, AOS, to facilitate the movement of all of its inventory types (linear and digital) to a common impression-based currency.

Operative’s AOS platform automates workflows across planning, order management, inventory management, stewardship and billing, driving efficiency into the way Sinclair works internally across its portfolio and externally with its customers.

This will support Sinclair’s current products, such as Compulse 360 and ZypTV.

“We already provide a unique opportunity for marketers to engage consumers of all kinds, and Operative’s technology will further consolidate and simplify our sales process,” said Rob Weisbord, President of Broadcast & Chief Advertising Revenue Officer of Sinclair. “It will bring this concept to our markets in a way that is easily managed by our various sellers and the portfolios of inventory they represent. It will provide them flexibility to dynamically manage audience and spend allocations across Sinclair’s broad asset catalog.”

As Sinclair sees it, the introduction of yield tools helps deliver improved outcomes for both Sinclair and their customers by optimizing inventory utilization, delivery and make goods.

“This is an opportunity to align our proven track record in the broadcast industry with Operative’s technological expertise, to create a simple solution that we believe will change the way advertisers connect with consumers across all devices,” Sinclair Chief Information Officer Brian Bark said. “This new platform will empower advertisers with the ability to optimize campaigns across Sinclair’s distinguished portfolio of content, while altering the way the industry does business — paving the way for other media companies in the process.”