Operative

Overview

Operative develops software that automates advertising sales and revenue operations for media companies across linear, streaming, and digital platforms[1]. The company sells an omnichannel advertising order management and revenue platform to national programmers, streaming services, digital publishers, local broadcasters and retail media networks[3]. Operative's products include AOS, Operative.One, Adeline AI, OnAir, IBMS and STAQ[4]. The company lists Spectrum, Sinclair, Fox and DirecTV among its customers[5], and names Hulu, Disney, Paramount+, HBO Max, Peacock and Pluto TV as streaming services using Operative.One[6]. According to the company, Operative.One powers over 100 distinct CTV services and channels[7] and manages over 50% of streaming ad revenue globally[8]. Operative maintains its headquarters in New York at 10 Grand Central, 155 E 44th St, 23rd Floor[2], with additional offices in London, Sydney, Bangalore, Amsterdam, Tel Aviv, Sao Paulo and Craiova, Romania[10].

The company's own site places it in New York: Company lists 'New York' as a USA office location with specific address: '10 Grand Central, 155 E 44th St, 23rd Floor, New York, NY 10017'. [2]

Operative's named products include AOS (a cloud-based converged advertising solution), Operative.One (digital ad management), Adeline AI, OnAir (broadcast traffic management), IBMS and STAQ. [4]

Operative's US office is at 10 Grand Central, 155 E 44th St, 23rd Floor, New York, NY 10017. [9]

Business address: 530 5th Avenue, New York, New York, 10036. [11]

Customers

Operative's homepage displays Spectrum, Sinclair, Fox and DirecTV among the "hundreds of leading media companies" it says use its solutions. [5]

Operative names Hulu, Disney, Paramount+, HBO Max, Peacock and Pluto TV as streaming services powered by the Operative.One Order Management System, and features DIRECTV in a case study titled "DIRECTV: Powering Growth". [6]

Growth & traction

Operative states that "The Operative.One Order Management System (OMS) powers over 100 distinct CTV services and channels, including many of the leading streaming services in the world." [7]

Operative claims Operative.One manages over 50% of streaming ad revenue globally, and cites customer results of 92% more revenue per AE, 56% more line items per trafficker and 12% increased CPMs. [8]