New breed of digital publishers avoid ad tech except for one firm, Operative Media

BuzzFeed, Vice Media, Vox and Refinery29 have taken a fairly firm stance against ad tech, particularly programmatic ad sales on their websites.
--
Operative Media is the exception ad tech firm that proves the rule that the newest group of digital publishers avoid ad tech, such as programmatic ad sales, on their websites. Operative Media gets a pass because its tech is designed to help those media companies follow their chosen paths by applying technology to manage their internally created ad inventory, as well as other back-end ad housekeeping processes like maximizing ad inventory revenue and generating invoices.
--
A PricewaterhouseCoopers and Interactive Advertising Bureau study on programmatic ad sales found more than half of the over $10 billion spent on programmatic ads in 2014 went to ad tech companies and not the publishers serving the ads.
http://www.marketingdive.com/news/new-breed-of-digital-publishers-avoid-ad-tech-except-for-one-firm-operativ/409078/