Operative Named Top-Tier Software Vendor by APPS RUN THE WORLD in the APPS TOP 500 Market Report

Operative Strengths, Domain Expertise, and Key Differentiators

Operative’s core strength lies in its ability to deliver measurable Return on Investment (ROI) through its comprehensive platform for digital ad operations. By automating processes and reducing errors, the company drives operational efficiency while enabling revenue growth, transforming traditional ad operations into profit centers. Its product suite, which manages multi-platform ad sales, traffic, billing, programming, and rights, processes over $33 billion in advertising revenue annually from leading brands and agencies worldwide. This robust performance underscores Operative’s expertise in addressing the complex needs of the media industry, making it a preferred partner for global media enterprises.

Operative Recent Developments

SintecMedia, a prominent force in ad management technology, completed the acquisition of Operative Media in a transaction valued at approximately $200 million. This strategic move positions the company as the leading provider of Software as a Service (SaaS) solutions in the rapidly evolving addressable TV segment of the media industry.

In February 2018, SintecMedia rebranded under the Operative name, unifying its identity and setting the stage for a bold new chapter. Led by CEO Lorne Brown, the newly consolidated organization is driving an ambitious growth strategy focused on empowering premium media companies with innovative, future-ready solutions. Central to this vision are seamless integrations, a unified product ecosystem, and agile management systems that support both demand- and supply-side operations across digital, linear, and advanced TV platforms, as well as emerging media channels.

Operative Mergers and Acquisitions (M&A) Activities

Operative’s growth strategy includes strategic acquisitions to enhance its technological capabilities. In March 2021, the company acquired STAQ, a firm specializing in data collection, normalization, and visualization, enabling media companies to gain greater control over their supply and demand chains through improved data aggregation and automation. Additionally, SintecMedia, which later became Operative, was acquired by Francisco Partners for $400 million, bolstering its digital advertising management offerings. Earlier acquisitions include Broadway Systems in October 2015, a provider of broadcast management solutions, and Pilat Media in April 2014, known for its media business management software. These moves have enriched Operative’s product portfolio and strengthened its competitive position.

Operative Customers in ARTW Customer Database

Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying Operative applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of Operative and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified OnAir, IBMS, Operative One, Broadway customers.

Operative Key Enterprise and Cloud Applications

OnAir, IBMS, Operative One, Broadway

Operative Revenues, $M:

Operative Revenue Breakdown By Type, $M:

Operative Enterprise Applications Revenues By Functional Markets, $M:

Operative Enterprise Applications Revenues By Verticals, $M:

Operative Revenues By Region, $M

Operative Direct vs Indirect sales

Operative Customers - Breakdown by Geo, Size, Vertical and Product

List of Verified Operative Customers

No. of Operative Customers: 300

No. of Operative Enterprise Applications Customers: 300

No. of Operative Cloud Customers: x

No. of Operative Cloud Subscribers: 25000

Operative serves as a trusted partner to more than 300 leading media companies, with over 25,000 users across 25 countries. Its client roster includes prominent names such as NBCUniversal, ABC, AT&T, STARZ, Beeswax, Star India, and Sky. This extensive network highlights Operative’s reputation for delivering reliable and effective solutions tailored to the diverse needs of global media organizations, from broadcasters to digital platforms.

Operative Market Opportunities, M&A and Geo Expansions

Operative’s strategic acquisitions of Broadway Systems and Pilat Media have expanded its capabilities in broadcast and media business management, creating opportunities for further growth. The company can capitalize on the increasing demand for AI-driven tools and cloud-based solutions to meet the evolving needs of the media industry. By integrating advanced analytics and automation into its platforms, Operative can enhance its value proposition and attract new clients in emerging markets.

Operative Risks and Challenges

To maintain its competitive edge, Operative must continually enhance its cloud-based offerings to align with the rapid changes in the media landscape. The industry’s shift toward digital and converged media platforms demands agile, scalable solutions that adapt to evolving consumer behaviors and technological advancements. Failure to keep pace with these trends could pose a significant risk to Operative’s market position.

Operative Ecosystem, Partners, Resellers and SI

Operative continues to strengthen its position in the media technology ecosystem through strategic partnerships and integrations designed to streamline operations and maximize value for its clients. In June 2023, Operative announced a collaboration with Advisr, integrating a suite of advanced sales tools—including an AI-powered recommendation engine, automated media planning, and proposal automation—into Operative’s AOS platform. Offered as an optional module, this integration simplifies complex cross-platform planning and proposal creation while equipping sales and planning teams with powerful tools to optimize inventory and maximize yield. Early results from joint Advisr and Operative One customers report traffic planning time savings of up to 25% per entry. As Advisr continues its cloud integration, clients can expect even greater flexibility, scalability, and efficiency gains.

In January 2023, Operative partnered with 605 to incorporate its DR1VE product into AOS offerings. With DR1VE, Operative customers gain real-time access to inventory availability and rate card pricing, enabling dynamic media plan creation through a tablet-based, self-service interface. This integration supports a seamless workflow from planning through billing, reducing operational complexity and enhancing responsiveness across linear, digital, and converged media channels.

Research Methodology

Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.

Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).

For additional information on our methodologies, here's the link: