Media Innovators Partner with Operative to Consolidate Systems and Optimize Advertising Workflows

Press   |   Press Release

Operative, the global leader in advertising business management solutions for digital publishers, broadcasters and cable networks, today announced a series of recent top client acquisitions, increasing Operative’s commanding share of the Order Management System (OMS) market for digital publishers. There are currently over 75 leading media companies using the software to date. With approximately $4.8 billion flowing through their software and service offerings, Operative handles roughly 60% of the total U.S. display revenue (reported to be $8.1 billion in 2014 by IAB).

The most recent additions to the growing list of Operative software users are:

Woven Digital: Woven currently has more than 10 media properties, and is continuing to grow and acquire new companies. They chose Operative as their ad business management tool as a scalable solution for growth and a central hub in which they could aggregate all of their digital brands.

Hollywood Reporter & Billboard (Prometheus Global Media): Hollywood Reporter and Billboard chose Operative for the ability to combine their print and digital inventory, as well as increase operational efficiencies through workflow automation. They are in the midst of implementation.

XO Group: Partnering with Operative enables the XO Group brands to integrate technology systems, implement exception-based pricing rules and inventory packaging to increase sell through rates and control over yield.  XO Group teams have moved from multiple disparate systems to operating on a single, unified platform.

PennWell: PennWell Corporation has enabled Operative’s full suite of ad business management, implementing the enterprise software hub along with support from Operative’s services team.

“We wanted a partner that would support us in the future as the market changes. We chose not to build an in-house system because that’s not our core competency, and we didn’t want to have to maintain it in the future,” said Chris Hitch, Director of Applications.  “We are using managed services team to support us in this change, and to let experts do what they do best while we focus on other, more strategic, things.”

Scout:  Scout has been able to integrate their print and digital products into the Operative catalog, offering real-time access to all of their inventory. Scout plans to integrate with their financial management tool for streamlined invoicing and business transparency, making their advertising business audit-compliant.

Operative has been an innovator of ad operations workflow for over 15 years. Its software solution provides a central hub for end-to-end business management and transparency. 2014 internal data proves that media companies that use Operative see a 14% increase in monthly eCPMs just from activating the system.


About Operative

Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, and networks simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative’s client base, which controls over 20 percent of the global ad market, features NBCUniversal, Wall Street Journal, Comcast, iHeartMedia, BuzzFeed, Schibsted Media, and many more.