New York, NY – November 3, 2011 – Operative, the advertising business management company, today announced that Guardian News & Media Limited, one of the world’s leading news organizations, has selected the Operative.One platform to consolidate and run both their digital and print media businesses.  This is part of Guardian News & Media’s mission to become a digital-first organization, one that places open journalism on the web at the heart of its strategy.

“As part of our mission to become a digital-first organization, we needed a revenue platform that could support both digital and print,” said Andy Beale, Technology Director, Guardian News & Media. “Our legacy systems were originally built for print only with digital systems often disconnected from the main order-to-fulfillment workflows, leading to expensive manual processing overheads. While we had considered building a system internally, we liked that Operative.One had best-practice functionality and capabilities built into the platform, enabling us to consolidate our print and digital business units, streamline our order to fulfillment process, and equip our sales organization with more innovative, cross-channel products.”

Operative.One will replace Guardian News & Media’s print-based legacy system and integrate with Salesforce.com, bringing together the critical business systems and processes that will enable this leading publisher to transform the way they do business, increase CPMs and maximize revenue opportunities.  The organizations print and digital media businesses, including guardian.co.uk, as well as The Guardian and The Observer newspapers, will all be running from the same platform – Operative.One – in the first half of 2012.  This will enable the media company to have one holistic view of their media business – from available inventory and campaign data to client invoicing and billing – giving them the ability to deliver more innovative, cross-channel products to the market, and to scale quicker in order to support future growth and expansion.

“We are excited to be working with Guardian News & Media as they pursue their mission of becoming a digital-first organization,” said Michael Leo, President and CEO of Operative.  “Convergence is upon us, and we are seeing an increasing number of newspapers and magazines looking to consolidate and streamline their online and offline business operations in an effort to reduce transaction costs and create new revenue opportunities.  Operative.One is the ideal solution for publishers looking to simplify their advertising business across channels, and across departments, so that they can scale quicker and speed the pace of innovation.  We are thrilled that Guardian News & Media has selected Operative.One as their end-to-end solution for advertising business management.”

For more information on Operative, visit www.operative.com.

To hear more from Andy Beale, Guardian News & Media’s Technology Director, on their selection of Operative.One, please visit http://www.youtube.com/watch?v=TQjFw4tXkoI.

About Operative
Operative Media Inc. is the advertising business management company. Our core purpose is to allow the media and advertising industries to run increasingly complex businesses with simplicity. Operative’s next- generation, SaaS based platform and technology-enabled services help media industry leaders and their partners balance operational efficiency with innovation to reduce transaction costs and boost advertising revenue. Launched in October 2010, the Operative.One platform brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products. More than 200 industry leaders rely on Operative to manage more than $6 billion in global ad revenue annually, including The Wall Street Journal, MSN, OMD, NBC Universal and National Public Media.

Guardian News & Media

The Guardian was named Newspaper of the Year at the 2011 Press Awards.

The Guardian is owned by the Scott Trust, which was created in 1936 to safeguard the title’s journalistic freedom. In 2008 the Scott Trust became a limited company, with the same protections for the Guardian enshrined in its constitution. The core purpose of the Trust is to secure the financial and editorial independence of the Guardian in perpetuity. Profits generated by Guardian Media Group (GMG) are reinvested to sustain journalism that is free from commercial or political interference. No individual can benefit financially from being a shareholder in the Trust, making it a unique form of media ownership.

Guardian News & Media (GNM) publishes guardian.co.uk, one of the world’s leading news websites, and the Guardian and Observer newspapers. GNM is the core business of GMG, whose sole shareholder is the Scott Trust. GMG has a portfolio of investments, including an investment fund, a majority share in Auto Trader publisher Trader Media Group and a minority share in business-to-business media group Emap, which provide financial stability for the core business.

For Media inquiries contact:

Amy Inlow, Director of Marketing & Communications

Operative

212-414-8903

ainlow@operative.com

New York, NY – July 26, 2011 – Operative Media, Inc., the advertising business management company, today announced the appointment of a new General Manager in Australia to drive and lead business development initiatives in this growing media market.  This appointment marks initial steps in Operative’s global expansion plans, as the company aims to simplify the way in which media companies around the globe operate.

The new General Manager, Dean Jenkins, will be responsible for expanding and further developing Operative’s Australia business, with a particular focus on growing existing accounts, as well as developing new business opportunities.  Mr. Jenkins has more than fifteen years of experience in the digital media industry, having served most recently as General Manager for Sensis Media Network, a leading digital advertising agency based in Melbourne, Australia.  While at Sensis Media Network, Mr. Jenkins was responsible for replacing their advertising platform, growing the network to over 130 online and mobile sites and increasing product revenue by 20 percent.  Prior to Sensis, he held positions at Seek Limited and Deloitte.

“I am thrilled to have the opportunity to work for Operative,” said Dean Jenkins, general manager of Australia Operations for Operative.  “Australia is one of the fastest growing media markets in the world and as the leading, global provider of ad business management solutions it makes sense for Operative to establish a strong, local presence in the region.”

“The appointment of Dean as General Manager in Australia illustrates our commitment to this growing market and its desire to eliminate complexities that exist within the digital advertising ecosystem,” said Mike Leo, CEO of Operative.  “We see significant opportunity to help Australian media companies streamline their business operations and reduce transaction costs, while providing valuable insights that can fuel innovation and deliver new revenue opportunities.  We plan to invest further in this market in order to capture the growth opportunities and support the global media industry’s need to simplify business.”

In a recent report published by The Internet Advertising Bureau (IAB) Australia, it is estimated that digital ad spend within the Australia market will hit AU$3 billion by 2012, up from AU $2.27 billion reported for the full year 2010.  Through the acquisition of Solbright, Operative now estimates it manages more than 60% of display advertising media spend.

Operative will market and sell their suite of advertising business management solutions to Australia media companies including the recently launched Operative.One software platform, as well as its technology-enabled services including Ad Trafficking, Ad Serving and Campaign Management.  Several clients are already utilizing the company’s end-to-end ad business management solutions today including Cricket Australia and REA Media.

“Operative is providing us with Ad Trafficking and Ad Serving solutions, enabling us to deliver effective campaign management for our clients,” said Mandi McPherson, Digital Manager of Cricket Australia.  “Operative’s ability to support us around the clock was a key factor in deciding to appoint them and we look forward to working with them.”

“We are excited to have Operative establish a local presence within the Australia market as we begin implementing the new Operative.One solution.” said Vaughan Belhamine, Head of REA Media.  “The new platform should provide our business with valuable business insights, whilst simplifying our business operations and new product integration across our Australian and international websites.”

About Operative

Operative Media Inc. is the advertising business management company.  Our core purpose is to allow the media and advertising industries to run increasingly complex businesses with simplicity.  Operative’s next-generation, SaaS based platform and technology-enabled services help media industry leaders and their partners balance operational efficiency with innovation to reduce transaction costs and boost advertising revenue.  Launched in October 2010, the Operative.One platform brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products.  More than 200 industry leaders, representing more than 30 percent of digital advertising revenue in the United States, rely on Operative including The Wall Street Journal, MSN, OMD, NBC Universal and National Public Media.

Press Inquiries:

Amy Inlow

Director of Marketing & Communications

Operative

212-414-8903

ainlow@operative.com

New York, NY – May 23, 2011 – Operative, the advertising business management company, today announced that Triad Retail Media, the market leader in creating, managing and operating digital retail media programs for highly trafficked retail websites, has selected Operative.One to drive operational efficiencies and cost reductions across their organization. Specifically, Triad Retail Media will use Operative.One to:

1. Reduce RFP execution costs
2. Reduce campaign execution costs and error rates to less than 1%
3. Effectively manage and maximize yield
4. Create and deliver new, competitive product packages; reduce unsold inventory
5. Conduct inventory reporting and analysis; reduce campaign billing costs and error rates to less than 1%, and collect 100% of contracted revenue in less time

“Triad is focused on improving efficiency across our organization,” said Brian Quinn, chief revenue officer at Triad Retail Media.  “We needed a solution that was highly evolved and that could drive operational efficiencies across the business, from ad sales to ad operations to finance.  Not only do we expect Operative.One to drive efficiencies and reduce transaction costs, but it will become a critical component of our advertising business as we explore new ways to package products in order to help our clients grow.” “Media companies are spending nearly 30 percent of their revenue to execute advertising related transactions due to operational inefficiencies and disconnected systems, people and processes,” said Kelly Ford, Senior Vice President of Marketing at Operative.  “That number is unsustainable if media companies want to grow and compete effectively.  Operative.One gives media companies business transparency, helping them balance cross-organizational efficiencies with innovation so they cannot only reduce operational costs, and also create and deliver new, premium products.  We are delighted to have been selected by Triad to help drive down their advertising transaction costs and deliver new insights into their business operations.”

To hear more from Brian Quinn on Triad’s selection of Operative.One, please visit our YouTube channel here.

For more information on Operative, visit www.operative.com.

About Operative
Operative Media Inc. is the advertising business management company.  Our core purpose is to allow the media and advertising industries to run increasingly complex businesses with simplicity.  Operative’s next-generation, SaaS based platform and technology-enabled services help media industry leaders and their partners balance operational efficiency with innovation to reduce transaction costs and boost advertising revenue.  Launched in October 2010, the Operative.One platform brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products.  More than 200 industry leaders, representing more than 30 percent of digital advertising revenue in the United States, rely on Operative including The Wall Street Journal, MSN, OMD, NBC Universal and National Public Media.

About Triad Retail Media
Founded in 2004, Triad Retail Media (www.triadretail.com) is the market leader in creating, managing and operating digital retail media programs for highly trafficked retail websites. Triad’s unique approach to retail advertising provides upside for retailers, brand advertisers and shoppers. Contextual and relevant advertising provides a much richer online shopping experience while giving brands the opportunity to engage shoppers while they’re making purchase decisions. This custom advertising approach goes far beyond the banner and standard ad networks. Triad Retail Media’s leading retail clients include Walmart, eBay, Toys“R”Us, CVS, Sam’s Club, Dell and many other notable retailers. The company was recently named one of the fastest-growing private companies in the U.S. by Inc. magazine. Headquartered in Tampa, Florida, Triad employs more than 265 people in six offices nationwide.

For Media inquiries contact: Amy Inlow, Director of Marketing & Communications Operative 212-414-8903 ainlow@operative.com

According to the report, published on April 8, 2011, “CIOs and business development personnel at all media companies need to synchronize efforts to ensure that their company’s back office is ready to build up and maintain massive sets of disparate data that will flow back to their systems in the form of sales information, license fees, licensing agreements, end-user behavior data, social media – and social-network-derived data that will be generated as media content consumption, and business opportunities, spread across multiple platforms and networks.”

“The four companies included in this report are at the forefront of some of the more vexing challenges facing media companies: monetization, tracking content assets and audience engagement across multiple platforms and networks,” said Andrew Frank, vice president of research at Gartner.

“Media companies are spending upwards of thirty percent of revenue on transaction costs, an unsustainable model to achieve profitable growth,” said Mike Leo, CEO of Operative. “Media companies will not succeed if they cannot bring together their people, processes and technologies and reduce the complexities of doing business.  We launched Operative.One in the fall of 2010 to address this very issue and to help media companies bring together disparate systems, data sets and processes in order to create operational efficiencies and reduce transaction costs.  It is an honor to be cited as one of Gartner’s cool media vendors, as we believe it serves to confirm the importance of our technology and mission of helping the media industry to simplify business.”

About Gartner’s Cool Vendors Selection Process
Gartner’s listing does not constitute an exhaustive list of vendors in any given technology area, but rather is designed to highlight interesting, new and innovative vendors, products and services. Gartner disclaims all warranties, expressed and implied, with respect to this research, including any warranties of merchantability or fitness of a particular purpose. Gartner defined a cool vendor as a company that offers technologies or solutions that are: innovative, enable users to do things they couldn’t do before; impactful, have, or will have, business impact (not just technology for the sake of technology); intriguing, have caught Gartner’s interest or curiosity in approximately the past six months.

About Operative
Operative Media Inc. is the advertising business management company. Our core purpose is to allow the media and advertising industries to run increasingly complex businesses with simplicity. Operative’s next-generation, SaaS based platform and technology-enabled services help media industry leaders and their partners balance operational efficiency with innovation to reduce transaction costs and boost advertising revenue. Launched in October 2010, the Operative.One platform brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products. More than 200 industry leaders, representing more than 30 percent of digital advertising revenue, rely on Operative including The Wall Street Journal, MSN, OMD, NBC Universal and National Public Media.

For Media Inquiries Contact:  Amy Inlow, 212-414-8903, ainlow@operative.com

New York, NY. – March 7, 2011 – Operative Media, Inc., the advertising business management company, today announced that American Media Inc., (AMI), the leading publisher of celebrity journalism and health and fitness magazines in the U.S., has selected Operative.One to seize new digital ad revenue opportunities, while streamlining sales, delivery and finance operations for cost savings across the organization.

“We are very excited about the new insights we will gain from utilizing Operative.One,” said Robin Keller, vice president of Digital Ad Sales for American Media Inc.  “Having an ad business management system will enable us to centralize account and product inventory data so that our sales teams can more strategically and quickly package and sell inventory cross-platform.  In addition to our sales teams, our operations and finance teams will also have access to the data which will enable them to better manage and optimize campaigns and improve billing processes and procedures.  We believe this will drive significant cost savings throughout our advertising business.”

Specifically, AMI plans to use Operative.One to:
• More strategically package and sell inventory across digital platforms including display, mobile and video
• Streamline and automate operating principles and procedures
• Deliver greater transparency into product, sales and overall business performance
• Ensure invoices are issued accurately and in less time

“Media companies and their partners cannot exploit new market opportunities if product, sales, operations and financial processes and systems operate as silos,” said Kelly Ford, senior vice president of Marketing at Operative.  “Operative.One ensures operational efficiencies that lend agility to the innovation process and maximize sell-through for our clients.  We are delighted to partner with AMI to deliver an end-to-end solution that enables scale and innovation for their advertising business.”

In October 2010, Operative launched the first end-to-end ad business management platform, Operative.One. The solution joins the demand and supply sides of the advertising ecosystem, eliminating complexities of the digital value chain by integrating all processes and systems necessary to package, sell, traffic, manage, optimize and bill ads.

Based on Operative’s success with over 200 leading media companies, Operative.One customers can expect to significantly cut their advertising transaction costs:
- Ad Sales teams reduce RFP execution costs leaving more time for prospecting and building client relationships.

- Ad Operations teams reduce campaign execution costs, minimize over/under delivery, and boost overall renewal rates.

- Finance teams cut campaign billing costs in half by reducing billing errors to 1% (or less), eliminating discrepancies and make goods, and enabling collection on 100% of contracted revenue in less time.

About Operative
Established in 2000, Operative (http://www.operative.com) is the advertising business management company that gives media industry leaders and their partners the freedom to move fast and forward with solutions that eliminate complexities within the advertising ecosystem. Through the alignment of people, process and technology, Operative.One brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products. More than 200 industry leaders, representing more than 30 percent of digital advertising revenue, rely on Operative, including The Wall Street Journal, MSN, Smart Money, NBC Universal and National Public Media. Operative is headquartered in New York City.

About American Media, Inc.
American Media, Inc. is the leading publisher of celebrity journalism and health and fitness magazines in the U.S. These include Star, Shape, Men’s Fitness, and Natural Health. In addition to print properties, AMI manages 15 different web sites. The company also owns Distribution Services, Inc., the country’s #1 in-store magazine merchandising company.

For Media Inquiries Contact:  Amy Inlow, 212-414-8903, ainlow@operative.com

New York, NY. – February 24, 2011 – Operative Media Inc., the advertising business management company, today announced $10 million in funding, including from ORIX Venture Finance and a private investment firm, both financial institutions serving companies in the technology space.  The funding follows the recent Solbright acquisition and launch of Operative.One and will support further growth and expansion initiatives.

Specifically, Operative will use the new funds to enhance go-to-market initiatives and expand its presence in key geographical markets, including North America, United Kingdom, Australia and Brazil, primarily through sales talent acquisition. The company will also use the funding to further expand its portfolio of offerings that bring together demand and supply-side processes and technologies for clients. Major media clients such as The Wall Street Journal, NBC Universal, National Public Media, MSN and OMD, rely on Operative to boost advertising sales and operational efficiencies and minimize transaction costs.

“Today, the digital media industry spends an astounding 30% of revenue executing transactions, and that number is unsustainable,” said Michael Leo, CEO and President of Operative.  “Operative’s growth is fueled by the industry’s desire for simplicity, as simplicity gives media companies the freedom and agility they need to harness innovation and accelerate growth.  Our publisher and agency clients are able to run increasingly complex advertising businesses with greater ease, so that essential innovation is no longer disruptive to their core business functions, and can be channeled towards new revenue opportunities. This round of funding allows Operative to transform the profitability of the media industry, faster.”

“The recent Solbright acquisition has given Operative a unique competitive differentiator in its ability to deliver a one-stop, cost efficient and scalable software and services solution,” said William Bishop of ORIX Venture Finance.  “We are delighted to support the company in its quest to expand its technology and geographical footprint.”

In October 2010, Operative launched the first ad business management platform, Operative.One.  The solution joins the demand and supply sides of the advertising ecosystem, eliminating complexities of the digital value chain by integrating all processes and systems necessary to package, sell, traffic, manage, optimize and bill ads.

Shortly thereafter, Operative acquired Solbright, a pioneer in digital advertising operations solutions.  The acquisition strengthened Operative’s market position, as the company now estimates it manages more than 30 percent of digital advertising spend, and boasts half of the top 50 online media leaders as clients.  For more information on Operative, visit Operative Media.

About Operative
Established in 2000, Operative (http://www.operative.com) is the advertising business management company that gives media industry leaders and their partners the freedom to move fast and forward with solutions that eliminate complexities within the advertising ecosystem.  Through the alignment of people, process and technology, Operative.One brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products.  More than 200 industry leaders, representing more than 30 percent of digital advertising revenue, rely on Operative, including The Wall Street Journal, MSN, OMD, NBC Universal and National Public Media.  Operative is headquartered in New York City.

About ORIX Venture Finance
ORIX Venture Finance focuses on customized financial solutions up to $50 million in capital per transaction to mid- and late-stage growth companies, but also looks for exciting opportunities to make earlier stage equity investments. Since its inception in 2001, ORIX Venture Finance has invested in more than 80 growth companies throughout the U. S. and Canada. http://www.orixventurefinance.com

ORIX USA, the parent of ORIX Venture Finance, is a Dallas, Texas-based financial services and investment firm with over 1,400 employees and primary offices in Dallas, New York, Los Angeles, Columbus and Minneapolis. ORIX holds approximately $5.8 billion of assets and manages through various subsidiaries an additional $23 billion. ORIX USA Corporation (http://www.orix.com) is a wholly owned subsidiary of ORIX Corporation; a Tokyo-based, publicly owned international financial services company with operations in 27 countries worldwide. ORIX Corporation is listed on the Tokyo (8591) and New York (IX) Stock Exchanges.

New York, NY- October 18, 2010 – Operative, the advertising business management company, today announced it has acquired Solbright, a pioneer in digital advertising operations solutions. Founded in 1999 and based in New York City, Solbright is a leading provider of revenue and workflow operations software that currently helps leading websites to manage their online advertising.  The deal strengthens Operative’s market position as the company estimates its solutions now manage more than 30 percent of digital advertising spend, and counts half of the top 50 online media leaders as clients. Terms were not disclosed.

“Having entered the digital ad operations market on the ground floor, Solbright’s ultimate goal has always been to establish the company as a leading innovator in the space,” said Tom Pace, President and CEO, Solbright. “Today’s announcement marks a significant milestone in that journey, as we recognized a tremendous opportunity to influence the market by joining Operative’s strengths with ours. With more than 200 customers now looking to Operative to meet their digital advertising needs, we are well-poised to become the standard business infrastructure supporting media industry leaders of today and tomorrow.”

Earlier this month Operative launched Operative.One, the first advertising business management platform to deliver freedom from the complexities of the digital value chain by integrating all processes and systems necessary to package, sell, traffic, manage, optimize and bill ads. Operative.One provides media companies and their partners with end-to-end business transparency, resulting in a boost in operational efficiencies and reduction in transaction costs.  Resources from the combined companies will manage upgrades to Operative.One for joint clients throughout 2011.

“Joining forces with Solbright gives us the critical mass to solidify our position within cross-platform digital advertising,” said Mike Leo, CEO and President of Operative. “This powerful combination enables Operative to truly deliver the enterprise-class infrastructure media companies require to effectively and efficiently run their business.  I am excited to work with a team of this caliber to further our commitment to enabling client success in our ever-evolving marketplace.”

The acquisition augments Operative’s current product development and client services functions with 11 years of deep domain expertise in digital advertising operations.  Solbright employees will immediately play an integral role in the continued development of Operative.One while also ensuring business continuity for existing clients.  This increased scale will benefit the combined client base through:

• Delivery of broader and deeper integrations with demand and supply-side systems
• Acceleration of Operative.One product innovation in the areas of analytics and enhanced cross-platform support
• A robust Digital Media Index that provides access to actionable insights on industry pricing and spending trends
• Enhancements to an already high level of client service and support

“As media companies depend more and more on revenue from digital advertising, solving the difficult problem of integrating the variety of platforms in the digital ecosystem becomes critical to their businesses,” said Andrew Frank, Research Vice President with Gartner’s Media research team.  “Both Operative and Solbright are strong forces in the digital advertising space, so I’m encouraged that this deal can create the kind of scale necessary to bring a comprehensive solution to the market.”

About Operative
Established in 2000, Operative (www.operative.com) is the advertising business management company that gives media industry leaders and their partners the freedom to move fast and forward with solutions that eliminate complexities within the advertising ecosystem.  Through the alignment of people, process and technology, Operative.One brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products. More than 200 industry leaders, representing more than 30 percent of digital advertising revenue, rely on Operative, including The Wall Street Journal, MSN, Smart Money, NBC Universal and National Public Media. Operative is headquartered in New York City.

New York, NY- October 5, 2010 – Operative, the advertising business management company, today announced the general availability of Operative.One.  The first advertising business management solution to join the demand and supply sides of the advertising ecosystem, Operative.One provides freedom from the complexities of the digital value chain by integrating all processes and systems necessary to package, sell, traffic, manage, optimize and bill ads. With Operative.One, media companies and their partners enjoy end-to-end business transparency, resulting in a boost in operational efficiencies and reduction in transaction costs.

End-to-End Solution

Operative.One is an entirely new platform and major upgrade over the company’s flagship product, Operative Dashboard. It serves publishers, networks and agencies with unique functionality to address specific business needs for every aspect of the digital media lifecycle:

* Reduced RFP response time
* Increased yield by maximizing sell-through and minimizing under-delivery
* Delivery of error-free campaigns on time
* Reduced time to close billing cycle from weeks to days
* Collecting 100% of contracted revenue by eliminating discrepancies

A powerful ad master model provides a flexible foundation that ensures an ad unit touches all relevant demand and supply processes.  Integration is supported not only with internal business systems, such as CRM, financial systems and ad servers, but also dynamic external platforms – including networks, data providers and exchanges – relied upon for an accurate account of sellable inventory.

This release of Operative.One has a particular focus on maximizing yield with robust features for greater flexibility and control over the dynamic nature of digital product and inventory management. Uniquely, Operative.One supports selling audiences and complex targeting-based products, including the management of inventory associated with multi-dimensional products. Inventory management capabilities provide sellers with a deep and comprehensive view of capacity, availability and contenders for multi-target products at the point of sale. The solution also addresses the overlapping nature of multi-target inventory, automatically distributing campaigns across the most appropriate targets.

Cars.com, the leading destination for online car shoppers, will be upgrading from Operative Dashboard to Operative.One. “Maximizing yield is critical to our advertising business operations at Cars.com. After using Operative Dashboard for the past three years to streamline processes and increase visibility, we are excited about the added flexibility, efficiency and transparency that Operative.One promises,” said Michael Kraut, Vice President of National Sales, Cars.com. “We expect that robust new functionality and continued superior service will significantly impact our ability to most effectively build, sell and manage inventory, as well as execute on our key performance indicators.”

Open, Future-Proof Platform

A recent survey by DM2PRO.com revealed that greater than half of all campaigns for the top 10 percent of publishers are cross-platform (include mobile, video, display components in a single order), and 60 percent of publishers plan to sell cross-platform campaigns in the next 6-12 months. As advertiser demand for brand-driven solutions grows, the convergence of mobile, video, print and broadcast advertising will introduce new complexities to the advertising ecosystem.  As an open platform supporting a diverse set of established and emerging partners, Operative.One offers interfaces for extensibility that ease the creation of custom applications and integration of data.  The platform is architected to flexibly support cross-platform advertising and all display, mobile and video needs today, as well as accommodate future demands for cross-media packaging.

“When we created Operative Dashboard five years ago to unify data, orders and workflow in one system, it was a time when the digital advertising ecosystem was far less complex,” said Mike Leo, President and CEO, Operative.  “Since then, technology innovation and business processes involving multiple parties have created an increasingly fragmented value chain, and this will only continue. Operative.One brings it all together for greater transparency and efficiency so that today’s and tomorrow’s media leaders can focus less on business infrastructure and more on innovating their products and building client relationships.”

About Operative
Established in 2000, Operative (http://www.operative.com) is the advertising business management company that gives media industry leaders and their partners the freedom to move fast and forward with solutions that eliminate complexities within the advertising ecosystem.  Through the alignment of people, process and technology, Operative.One brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products. More than 175 industry leaders rely on Operative, including The Wall Street Journal, MSN, Smart Money, NBC Universal and National Public Media. Operative is headquartered in New York City.

New York, NY- September 21, 2009- Operative, a global advertising revenue management technology and services provider, has linked the Operative Dashboard with iDesk from Donovan Data Systems (DDS), a leading systems provider to the advertising industry.

This move enables the two companies to streamline ad buying and selling between such digital publishers as The Wall Street Journal and Smart Money and ad agencies.

Until now, the exchange of data between agencies and digital publishers around the request for proposal (RFP) was manually intensive and error prone, leading to poor communication and inefficient buying and selling. Publishers can now export Operative Dashboard proposal data directly into iDesk, a system that stewards digital ad campaigns from planning to billing and paying. Less time will be spent re-keying order data and less effort expended translating inconsistent line items.

“Our publisher clients are focused on serving their advertiser’s and agency’s needs.  Our job is to enable this,” said Mike Leo, CEO and President of Operative.  “The RFP and proposal process is one of the most time-consuming tasks in our industry; it’s a pain point for everyone. In today’s market, buyers and sellers need ways to reduce costs and create efficiencies that speed time-to-market.  Our partnership with DDS enables publishers and agencies to replace keystrokes and errors with a modern data exchange, significantly reducing the time spent on execution. Today more than ever before media companies need to focus on driving revenue by innovating and creating a powerful user experience.”

“This partnership propels operational efficiency between planners and sellers in a way that digital media companies have yet to experience,” said Harvey Kent, Chief Media Strategist, DDS. “Operative has a history of making the execution of digital advertising more efficient for its clients, and DDS is the acknowledged industry leader in eBusiness. Together, we’ve taken an important step to reduce the complexity of digital advertising. Further, DDS and Operative are beta partners in the IAB’s initiative to establish industry wide EDI standards, a significant departure for digital advertising. We view this partnership as the first stage in fulfilling the promise of the IAB’s initiative.”

About Operative
Established in 2000, Operative is a global organization that provides its clients with technology and services to improve all aspects of their advertising operations lifecycle, from pre-sale to collections, trafficking to reconciliation. Operative Dashboard™, an ASP software solution, is an end-to-end advertising revenue management (ARM) platform that enables media publishers to automate contract management, product packaging and pricing, inventory management, campaign reporting and revenue recognition.  Operative’s client base includes The Wall Street Journal, MSN, Smart Money, iVillage, NBC Universal, and National Public Media.  More information about Operative can be found at http://www.operative.com.

About Donovan Data Systems
Donovan Data Systems is the leading systems and software provider to the advertising industry. The company offers an exceptional range of business solutions that bring operating efficiencies to its clients working in media agencies and marketing services companies. Each day, DDS processes millions of transactions, supporting advertising agencies, media specialists, broadcasting sales companies, advertisers, PR firms and recruitment and direct response agencies around the world. DDS has been at the forefront of the advertising industry for over 40 years with its unequalled service and support, innovative technology and long-term commitment to eBusiness. For more information, visit http://www.donovandata.com.