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

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

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 Lorne Brown, who replaced Mike Leo in 2012. 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 by people or equipment in which a specific sequence produces a service or product (serves a particular business goal) for a parti ...

consulting, and the Operative Dashboard- an ASP-based

web application A web application (or web app) is application software that is accessed using a web browser. Web applications are delivered on the World Wide Web to users with an active network connection. History In earlier computing models like client-serv ...

that aims to allow media publishers to automate

contract management Contract management or contract administration is the management of contracts made with customers, vendors, partners, or employees. Contract management includes negotiating the terms and conditions in contracts and ensuring compliance with the terms ...

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 c ...

and pricing, inventory management, campaign reporting and

revenue recognition The revenue recognition principle is a cornerstone of accrual accounting together with the matching principle. They both determine the accounting period in which revenues and expenses are recognized. According to the principle, revenues are reco ...

. 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 is an American private equity firm focused exclusively on investments in technology and technology-enabled services businesses. Founded in August 1999 and based in San Francisco with offices in London and New York City, Francis ...

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 North Jersey comprises the northern portions of the U.S. state of New Jersey between the upper Delaware River and the Atlantic Ocean. The designation of northern New Jersey with a distinct toponym is a colloquial one rather than an administrati ...

, and

Pennsylvania Pennsylvania (; ( Pennsylvania Dutch: )), officially the Commonwealth of Pennsylvania, is a state spanning the Mid-Atlantic, Northeastern, Appalachian, and Great Lakes regions of the United States. It borders Delaware to its southeast, ...

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