NEW YORK, NY – May 16, 2012 – Operative, a global software company, today announced that Operative.One has been selected as the “Best Integrated Solution” in the Software & Information Industry Association’s (SIIA) 27^th Annual CODiE Awards. This is the first year the company has received a CODiE award for “Best Integrated Solution,” which recognizes excellence in the business software, digital content and education technology industries.

Operative.One is a SaaS-based technology, offering the leading sell-side operating system that helps digital media companies streamline all aspects of the value chain in order to quickly capture new revenue opportunities, maximize yield and improve operational efficiencies–from creating, selling and delivering products to billing clients and reporting.

SIIA, the principal trade association for the software and digital content industries, announced Operative as one of 28 winners in the business software category. An SIIA CODiE Award win for software companies is an especially prestigious honor as each award winner was first reviewed by a field of software industry executives, whose evaluations determined 119 finalists. SIIA members then reviewed these finalists and voted to select 28 CODiE Award Winners.

“In a space where integration remains an ongoing challenge because it moves so quickly, we’re honored to be recognized for our innovation and overall company vision by our industry peers,” said Operative’s CEO & President Mike Leo. “Winning this award highlights our strong dedication to providing digital publishers with a system that helps them run their increasingly complex digital advertising businesses with ease.”

About Operative

Operative is a global software company that increases revenue and operational efficiencies for more than 200 of the top digital and print media companies, including MSN, The Wall Street Journal, Guardian News & Media, Omnicom Media Group, NBC Universal, Pandora and National Public Media.

Everything Operative is driven by a passion to empower our clients to manage their increasingly complex businesses efficiently and profitably.

Managing more than $6 billion in global ad revenue, Operative offers the only true operating system for media companies that bring our clients’ business processes and systems together—all the way from packaging and selling campaigns to trafficking, optimizing and collecting revenue on ads.  The result: endless innovation and long-term scale.

For more information, visit www.operative.com.

About SIIA

The Software & Information Industry Association (SIIA) is the principal trade association for the software and digital content industry. SIIA provides global services in government relations, business development, corporate education, and intellectual property protection to more than 500 leading software and information companies. The SIIA Software Division provides a forum for companies developing the applications, services, infrastructure and tools that are driving the software and services industry forward. For further information, visit www.siia.net/software.

About the SIIA CODiE™ Awards

The SIIA CODiE™ Awards, originally called the Excellence in Software Awards, were established in 1986 by the Software Publishers Association (SPA), now the Software & Information Industry Association (SIIA), so that pioneers of the then-nascent software industry could evaluate and honor each other’s work. Since then, the CODiE Awards program has carried out the same purpose – to showcase the software and information industry’s finest products and services and to honor excellence in corporate achievement.

For Media Inquiries:

Talia Andrews-Rankin, SHIFT Communications
646-756-3716
tandrews@shiftcomm.com

Nikki Reyes, Operative
212-206-4751
nreyes@operative.com

NEW YORK, NY – May 16, 2012 – Operative, a global software company, today announced that Manu Warikoo will assume the role of Chief Product Officer, leading the company’s product strategy and R&D roadmap. Previously serving as senior vice president of solutions at Operative, Warikoo will leverage his engineering and business experience in his new role to bridge product, strategy and engineering for Operative’s products and services, which simplify the buying and selling of ad inventory for media companies.

Since launching Operative.One, the company has been dedicated to building the media industry’s leading sell-side operating system, enabling an integrated, open system that allows publishers to generate new revenue and run their businesses more efficiently. In his new role, Warikoo will spearhead R&D and manage product conception, operations and delivery that will drive Operative’s mission of integrating the ecosystem.

“The promise that Operative fulfills is “one”—one system that brings it all together. That requires not only building a great operating system, but also integrating it into our clients’ ecosystems. We needed someone that views product as more than just a bunch of code, and as a larger solution that brings it all together,” said Mike Leo, CEO of Operative. “Manu’s extensive experience in SaaS development and platform integration, combined with his previous contributions and successes at Operative, make him the obvious choice for the job.”

In his previous position, Warikoo was responsible for the management of Operative’s product offerings including the strategy, roadmap, and features. In addition, he oversaw the team responsible for the adoption of Operative’s products and services, which helps clients develop best practices and integrate various advertising and business technologies into an end-to-end platform solution.

“Operative has one of the most exciting product visions for the media industry. Having spent the last four years at the company, I’ve had the opportunity to listen to our customers and understand their needs,” said Warikoo. “In my new role as CPO, I aim to build off our successes and drive an innovative product road map that makes it easier for media companies to make money.”

Before joining Operative, Warikoo co-founded FirstRain, the leading provider of search-driven research. Here, he led product strategy and engineering in building a SaaS platform. He also collaborated with partners on solutions that provided programmatic access to the platform, resulting in development of new value added products and revenue stream.

Previously, Warikoo held senior product development roles at MicroStrategy Inc., where he helped lead strategy and development for MicroStrategy Analytical Applications (foundation for current product MicroStrategy CPM Starter Kit). In addition, he also managed the development of next generation platform for the MicroStrategy business intelligence product used by hundreds of OEMs to build analytical applications.

In both roles, Warikoo gained significant experience building platforms and working with clients and partners to use the platforms to bring new solutions to market.

About Operative

Operative is a global software company that increases revenue and operational efficiencies for more than 200 of the top digital and print media companies, including MSN, The Wall Street Journal, Guardian News & Media, Omnicom Media Group, NBC Universal, Pandora and National Public Media.

Everything Operative is driven by a passion to empower our clients to manage their increasingly complex businesses efficiently and profitably.

Managing more than $6 billion in global ad revenue, Operative offers the only true operating system for media companies that bring our clients’ business processes and systems together—all the way from packaging and selling campaigns to trafficking, optimizing and collecting revenue on ads.  The result: endless innovation and long-term scale.

For more information, visit www.operative.com.

For Media Inquiries:

Talia Andrews-Rankin, SHIFT Communications
646-756-3716
tandrews@shiftcomm.com

Nikki Reyes, Operative
212-206-4751
nreyes@operative.com

“I am very pleased to welcome Francois to the Operative management team,” said Mike Leo, Operative’s President and Chief Executive Officer.  “He brings more than 20 years of broad experience in senior management, corporate finance and development, most recently serving as COO of Incentone, and previously CEO and CFO of Jupiter Research.  Francois’ proven track record as a financial executive and his blend of experience in the media and publishing industries will be an asset to Operative as we expand into new markets and territories.”

“I am very excited to join Operative as the company embarks on its next phase of expansion and innovation.  I look forward to supporting the company’s organic and M&A growth plans, product innovation and in enabling the media industry to operate more efficiently and profitably,” said Mr. DeCourtivron.

Most recently, Mr. DeCourtivron was COO of Incentone Inc., the leading provider of incentive solutions to the healthcare industry.  Prior to Incentone, he served as CEO and CFO of Jupiter Research where he managed a complex privatization following MCG Capital’s acquisition of Jupiter, establishing a strong standalone business which generated significant shareholder return when Jupiter was sold to Forrester Research Inc.  He has previously functioned as Executive Vice President and CFO of Edgetrade Inc., a software company which develops proprietary trading algorithms. Mr. DeCourtivron has also held both domestic and international senior financial positions at The Thomson Corporation, Walt Disney and PepsiCo.  He holds a B.S. in Finance and Marketing from Mercy College and an M.B.A from Xavier University.

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

About Operative

Operative is the world leader in advertising business management solutions, serving more than 200 of the top digital and print media companies, including MSN, The Wall Street Journal, Guardian News & Media, Omnicom Media Group, NBC Universal, Pandora and National Public Media. Everything we do is driven by a passion to empower our clients to manage their increasingly complex businesses efficiently and profitably. Managing more than $6 billion in global ad revenue, our Operative.One software and service solutions provide the most comprehensive offering in the industry that brings our clients’ business processes and systems together—all the way from packaging and selling campaigns to trafficking, optimizing and collecting revenue on ads. The result: endless innovation and long-term scale. Based in New York City, Operative is backed by an outstanding group of investors including, Edison Ventures, Honeywell, Pembroke, and various angel investors.

For Media Inquiries:

Talia Andrews-Rankin, SHIFT Communications
646-756-3716
tandrews@shiftcomm.com

Nikki Reyes, Operative
212-206-4751
nreyes@operative.com

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.