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

Operative Strengths, Domain Expertise, and Key Differentiators

Operative boasts a history of collaborating with clients to establish a robust and demonstrable Return on Investment (ROI) through the utilization of its singular platform for managing digital ad operations. The value proposition extends beyond anticipated gains in efficiency via automation and error reduction. It encompasses revenue expansion, effectively transforming Ad Operations from a conventional cost center into a revenue-generating asset. Operative's suite of products oversees multi-platform ad sales, traffic, billing, programming, and rights management, facilitating the processing of over $33 billion in advertising revenue from prominent brands and agencies worldwide.

Operative Recent Developments

SintecMedia, a prominent player in ad management, completed the acquisition of Operative Media. This transaction, valued at an estimated $200 million, solidifies the company's position as the leading provider of Software as a Service (SaaS) solutions within the addressable TV segment of the media industry.

In February 2018, SintecMedia underwent a rebranding and emerged as Operative. Under the leadership of Lorne Brown, the Chief Executive Officer of the amalgamated entity, the company is poised to execute an ambitious growth strategy. This strategy aims to furnish premium media enterprises with cutting-edge solutions tailored for the evolving landscape of media. Key components of this vision include comprehensive integration, a cohesive product portfolio, and adaptable management systems catering to both demand and supply-side dynamics across digital, linear, advanced TV, and various other channels.

Operative Mergers and Acquisitions (M&A) Activities

March 2021 saw Operative's acquisition of STAQ, a technology company specializing in data collection, normalization, and visualization. This strategic move is poised to enhance Operative's capacity to aggregate, automate, normalize, and optimize data. Consequently, media companies will gain enhanced control over their entire supply and demand chain.

In a significant move, SintecMedia was acquired by Francisco Partners for a notable sum of $400 million. Concurrently, SintecMedia expanded its portfolio by acquiring Operative, a move aimed at bolstering its offerings in the realm of digital advertising business management applications.

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 leading global media entities. With a client base exceeding 300 companies and over 25,000 users spanning 25 countries, including prominent names such as NBCUniversal, ABC, AT&T, STARZ, Beeswax, Star India, and Sky, Operative is relied upon for its expertise and solutions.

Operative Market Opportunities, M&A and Geo Expansions

In October 2015, Operative completed the acquisition of Broadway Systems, a notable provider of broadcast management solutions. Before this, in April 2014, Operative expanded its portfolio through the acquisition of Pilat Media, a distinguished provider of media business management software.

Operative Risks and Challenges

Operative must enhance its cloud-based offerings to align with the rapid changes occurring within the media industry landscape.

Operative Ecosystem, Partners, Resellers and SI

In June 2023, Operative unveiled a collaboration with Advisr, introducing its suite of sales tools, including an AI-driven recommendation engine, automated media planning, and proposal automation, to Operative's new AOS platform. This combined solution will be offered as an optional application for Operative clients utilizing the AOS platform, the company's cloud-based solution for managing advertising workflows across digital and linear platforms and inventory. The new AOS module streamlines intricate tasks related to creating cross-platform media plans and proposals while equipping planning and sales teams with robust tools to optimize inventory and yield for each ad purchase. During this enhanced partnership phase, shared customers of Advisr and Operative One have reported time savings in traffic planning of up to 25% per entry. As Advisr integrates its capabilities into the cloud, customers will not only realize similar significant process enhancements but also gain enhanced flexibility and scalability through the combined systems.

In January 2023, 605 announced a partnership with Operative. Operative will incorporate 605’s DR1VE product into its offerings for AOS customers, empowering them to drive their linear, digital, and converged ad planning and sales processes. Through 605 DR1VE, Operative clients gain access to real-time inventory availability and rate card pricing data for the creation of media plans. The tablet-based interface facilitates a seamless workflow and self-service functionalities, enabling media companies and local markets to efficiently generate and optimize media plans. Integrating 605 DR1VE with Operative’s AOS solution will automate workflows from planning to billing, allowing customers to streamline their internal operations and external interactions with clients while significantly reducing operational complexity and costs.

In May 2021, Sinclair Broadcast Group and Operative Media established a multi-year enterprise partnership agreement designed to revolutionize the transactional process for local and national media across digital and linear platforms within the industry. Through this collaboration, Sinclair will pioneer the consolidation of all sellable assets across its platforms and markets into a singular ad sales system, positioning itself as the inaugural local television broadcaster to offer a unified brand experience for both customers and sellers.

In May 2016, Operative forged a partnership with Visible World aimed at extending Programmatic TV and expanding the OnBoard Platform. Preceding this, in April 2016, Operative collaborated with TubeMogul to facilitate End-to-End Programmatic Advertising for Broadcast Media. Additionally, Triton Digital, a technology provider serving the global audio industry since June 2019, integrates seamlessly with Operative.One.

Operative Cloud Infrastructure Insights

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• Operative Public Cloud and Infrastructure (IaaS)
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• Operative Private Cloud and Data Centers

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: