Operative OP/ED 2020



Why Attend?

Smart Content. Intelligent Media. The pressures facing media companies continue to grow and the complexity of our landscape is unrelenting. We understand the compounding impact of audiences watching more video via fragmented channels which results in dilution of value for the premium content being consumed.

Unification is the key driver for success as it will enable you to propel unto the next step of allowing for the best optimization strategies to make smarter decisions faster when all the data/ demand/inventory can come together.

Meet Us on the Big Island of Hawaii

for the 7th Annual OP/ED Summit. This year's theme is United We Stand.

For years, OP/ED has brought the brightest industry leaders in the digital and television space to inspire, empower and prepare each other to be winners in the evolving media world. This year's theme is United We Stand, and we have one mission for our attendees: to help you plan toward smarter, faster, and a more profitable portfolio yield.


Partake in a full day of roundtables, panel discussions, and case study sessions from industry leaders that will fuel your mind and leave you with tactical and strategic takeaways that you'll want to immediately put to work


"Transform" - Meet top media executives from the world's most innovative TV and Digital companies and build lasting relationships that can help transform your business


Create winning strategies for your audience and content enabling you to take the lead in an Outcome-based Sales marketplace

At OP/ED you will hear from players who have led similar transformations, as well as case studies and examples from members of our media community, to help you plan toward smarter, faster, and more profitable portfolio yield.

  • Understand the value of investment in infrastructure
  • Learn how to transform your business, while still cutting costs
  • Discover the biggest revenue risks and opportunities
  • Create integrations to enable free data flow and automation


Vik Krishnan
Vik Krishnan
McKinsey & Company


Vik draws on more than 20 years of consulting experience across multiple functional areas in travel, transport, and logistics to advise organizations as they design networks, improve pricing sophistication, drive better on-time performance, and schedule crews efficiently.

Christine Cole
Christine Cole
VP, Inventory, Pricing, Sales Operations & Insurance
Frank Rizzo
Frank Rizzo
Sr. Director, Ad Tech Strategy
Jaime Vining
Jaime Vining
Vice President Revenue Operations

As Vice President Revenue Operations for Discovery, Jaime's focus is ensuring Pricing, Yield Management, Order Management, and Campaign Delivery are seamless and scalable through all touch points. His career has focused on business process engineering and optimization with a highlight on developing technology that intelligently manages and empowers the end users to keep moving without bottlenecks on pricing, approvals, or availability requests. His background in Airline Revenue Management has led him to adopt a dynamic pricing model that retains the classic quarterly rate card but makes soft adjustments to plans based on market dynamics and elasticity.

He and his team have been Operative customers since 2014 and are blazing new trails by integrating SAS stored processes within order creation to achieve real time pricing and inventory information.

Peyton Marcus
Peyton Marcus
SVP Revenue & Business Operations
A4 Media

Peyton Marcus is 20-year veteran of the digital media industry with proven ability to build top-performing professional service and operations teams. Extensive experience executing operations and revenue strategies both internally and for customers. Provided consulting services to over half of the top US digital media companies including Hulu, NBCU, Time, Inc., Turner, Comcast, Cox Media Group, CBSi, Wall Street Journal, Gannett, Pandora, Kelley Blue Book, and washingtonpost.com. Grown revenue through sales, partnerships, and happy customers.

Seema Patel
Seema Patel
Vice President, Partnership Development

With 2 decades of experience in advertising and technology, Seema Patel is a seasoned media executive with extensive expertise in launching new businesses and supporting multi-platform solutions. She has been the driving force of many new, innovative product roll-outs throughout her career and is one of the leading experts in addressable and advanced advertising. Seema is passionate about building solutions that bridge strategy with efficient execution in order to scale effectively.

In her current role as Vice President, Partnership Development at Viacom, Seema leads the effort with MVPD partners and internal stakeholders to onboard new addressable inventory sources onto Viacom's vast portfolio of data driven assets. Her role includes strategy, business development, and implementation. During her tenure, Viacom has built the largest Addressable TV footprint in the country spanning across live linear, VOD, & OTT platforms. This effort has supported triple digit growth in Viacom's Advanced Marketing Services revenue.

Previously, Seema was a key stakeholder in the launch of the DIRECTV's Addressable advertising platform, playing a critical role in the design, pricing, and roll out of the first-to-market STB Addressable Advertising product. She created system solutions and business processes that were unique to the marketplace and ultimately, ended up becoming the benchmark for others in the industry to emulate. Her technology platform design transformed targetable television and drove double digit, top line revenue growth for the business. She also spearheaded the launch of D2 Media Sales, which was the industry's first live linear addressable platform for the political marketplace.

Seema also took a lead role in defining systems strategy & operations for a combined ad sales organization during the AT&T/DIRECTV integration. She led the effort to create system solutions & streamline processes to support a $2B+ business.

Seema is also a co-founder of Tech Bae, a networking organization dedicated to advancing equality by creating meaningful connections and developing opportunities for women across all levels within the ad tech & media landscape. She is passionate about creating a community to create kinship and foster mentoring for junior rising stars in the industry.

Terry Guyton-Bradley
Terry Guyton-Bradley
Head of Ad Operations and Programmatic Yield Management
Stack Overflow

Terry Guyton-Bradley is a digital media industry veteran and early pioneer in the programmatic advertising space. He has had the keen ability to build top-performing programmatic ad stacks while ensuring the audience is not alienated or hyper targeted. Terry has extensive experience leading advertising operations teams for both large and small publishers. Terry started his career in AdOps at Doubleclick in the old 5th Avenue office and continued by joining the ranks of Viacom, the Economist, NBCUniversal, Conde' Nast and Stack Overflow. With a customer centric perspective; Terry continues to champion digital advertising in an ever-changing landscape.

Yolanda Middleton Ryan
Yolanda Middleton Ryan
VP of Network Operations
TV One and CLEO TV

Yolanda Middleton Ryan is the VP of Network Operations for TV One and CLEO TV. In this role, Yolanda develops the strategies for day-to-day operational procedures as well as solves real-time operational issues. She collaborates with her network operations counterparts including Commercial Operations, Programming and Production, Scheduling, Marketing and Finance. Yolanda lends her years of production experience to assists with outward and inward facing Network projects such as TV One's tent pole programs Urban One Honors and The NAACP Image Awards.

Yolanda most recently spearheaded the launch of CLEO TV in January 2019. CLEO TV is a lifestyle and entertainment network targeting Millennial and Gen X women of color. With 25 years of experience in broadcast operations and with broadcast systems, Yolanda laid the operational groundwork for the dual network environment.

Yolanda's passions are gardening and writing a children's book series.

OP/ED 2020 Lineup

Day 1

Tues | March 10

Arrive to OP/ED - Explore Kona, Hawaii and soak up the beauty of the island.

Day 2

Wed | March 11

Build Relationships - Network with the OP/ED community and join our curated council session (dedicated to both Digital and TV customers) followed by OP/ED welcome celebration.

Day 3

Thur | March 12

Get Inspired - Keynotes & Panels, Learn Strategies that work and case studies with Ad Tech experts. An unforgettable Kona experience to wrap up OP/ED.

Special surprises in store for our attendees that will weave into throughout our stay in Kona.

2020 Agenda

Customer Arrival

Arrive to OP/ED – Get settled, and get familiar with Kona, Hawaii and soak up the beauty of the island.

7:00 - 10:00 am

Hosted at CanoeHouse

Breakfast Buffet

10:00 - 1:00 pm

Future of TV and Digital Council Sessions

Customer sponsors include NBCUniversal.

1:00 - 2:00 pm

Mauna Lani Ballroom Foyer and Lawn

Networking Lunch

2:00 - 4:00 pm

Mauna Lani Driveway**

Golf Cart Cocktail Cruise, South Course

**Shuttles to Golf Course pickup at Mauna Lani Driveway at 2pm

5:00 - 8:30 pm

Fairmont Orchid Hotel, Coconut Grove**

OP/ED Welcome Dinner Reception

**Transportation pickup in front of Mauni Lani at 4:30 pm

7:30 - 9:30 am

Mauna Lani Ballroom Foyer and Lawn

Breakfast Buffet

9:30 – 9:45 am

Mauna Lani Ballroom

CEO Welcome Remarks

Lorne Brown, Operative CEO

9:45 - 10:30 am

Keynote Speaker

Vik Krishnan, Partner at McKinsey & Company

With more than 20 years of consulting experience across the travel, transport, and logistics, Vik has advised organizations as they design networks, improve pricing sophistication, drive better on-time performance, and schedule crews efficiently to revolutionize the industry – all of the things that the media industry faces today.

10:30 - 11:00 am

Aligning Strategy with the New Yield Curve

Jason Witt, Operative Chief Product Officer

11:00 - 11:15 am


11:15 - 11:35 am

SAS on Pricing Optimization (Discovery Case Study)

Jenn New, SAS Principal Media Consultant

11:35 - 11:50 am

NBCUniversal - One Platform Strategy

Frank Rizzo, NBCUniversal VP, Ad Tech Strategy

11:50 am - 12:20 pm

Advanced Data Optimization

  • Andrew Sullivan, Operative SVP, Product Strategy
  • Sam Aberman, Operative Director Data Science & Product Manager

12:20 – 1:30 pm

CanoeHouse at Mauna Lani

Networking Lunch

1:30 - 1:50 pm

StackOverflow - Value of Community

Terry Guyton-Bradley, StackOverflow Head of Advertising Operations & Programmatic Strategy

1:50 - 2:10 pm

Digital Recap 'The Co-Operative'

Barnaby Edwards, Operative VP, Product Marketing & Strategy

2:10 - 3:10 pm

Mauna Lani Ballroom

Breakout Sessions

  • Breakout 1: How Operative Data Can Work For You
  • Breakout 2: Operational Best Practices
  • Breakout 3: Tackling Complexities of Addressable

3:10 - 3:30 pm

OP/ED Wrap Up

6:00 - 9:30 pm

Four Seasons Hotel, Hoku Amphitheater **

OP/ED Awards Ceremony

**Transportation pickup in front of Mauna Lani at 5:30pm

Photo Gallery

OP/ED 2020

OP/ED 2020 Registration Form

Registration is now closed.

Previous Attendees Include:

View more previous attendees


Do you want to drive your business further with top media companies? We value our partnerships and are looking for sponsors.

To request a sponsorship, please email Fatou Bah at marketing@operative.com.

March 10 - 12, 2020
Kona Coast, Hawaii
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