Operative is an American advertising company, founded and with headquarters in

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

in 2000 and offices in Denver, Atlanta, London, India, Brazil, Israel, Romania, Australia and the Netherlands. It provides media companies with ad management technology, ad trafficking services, and business process management consulting. Its current president is Michael Grossi, who replaced Lorne Brown in 2022. The company has three product lines: Managed Services- which includes campaign management and ad trafficking consultancy, Professional Services- facilitating software implementation and

business process A business process, business method, or business function is a collection of related, structured activities or tasks performed by people or equipment in which a specific sequence produces a service or product (that serves a particular business g ...

consulting, and the Operative Dashboard- an ASP-based

web application A web application (or web app) is application software that is created with web technologies and runs via a web browser. Web applications emerged during the late 1990s and allowed for the server to dynamically build a response to the request, ...

that aims to allow media publishers to automate contract management,

product packaging Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be described as a coo ...

and pricing,

inventory management Inventory management may refer to: * Inventory management (business): the function of understanding stock mix of a company and the different demands on that stock * Inventory management (video games), when a player adjusts the items in their inve ...

, campaign reporting and

revenue recognition In accounting, the revenue recognition principle states that revenues are earned and recognized when they are realized or realizable, no matter when cash is received. It is a cornerstone of accrual accounting together with the matching princip ...

. In 2017, Operative Media was acquired by the Israel-based software company SintecMedia for just under $200 million. SintecMedia has been able to acquire Operative Media with funding from the private equity firm

Francisco Partners Francisco Partners Management, L.P., doing business as Francisco Partners, is an American private equity firm focused exclusively on investments in technology and technology-enabled services businesses. It was founded in August 1999 and based in ...

Awards

In December 2007, then Operative CEO Mike Leo was named in the ''

Silicon Alley Silicon Alley is an area of high tech companies centered around southern Manhattan's Flatiron district in New York City. The term was coined in the 1990s during the dot-com boom, alluding to California's Silicon Valley tech center. The term h ...

'' 100, at number 85. he was also included in the Madison Avenue IT list for January 2008.
Inc. 5000, ''Inc.'' magazine listed Operative Media #712 out of the top 5,000 companies for 2007, and ranked it at #56 in the Top Companies in Software, and #55 in its list of the Top Companies in

, Northern New Jersey, and

Pennsylvania Pennsylvania, officially the Commonwealth of Pennsylvania, is a U.S. state, state spanning the Mid-Atlantic (United States), Mid-Atlantic, Northeastern United States, Northeastern, Appalachian, and Great Lakes region, Great Lakes regions o ...

References

External links

* {{official website, http://www.operative.com Digital marketing companies of the United States Online advertising services and affiliate networks Companies based in New York City