Operative

http://www.operative.com
https://www.linkedin.com/company/operative/

Operative, a privately owned company headquartered in the United States, was founded in 2000 and employs approximately 810 individuals. The company reported $135.0M in revenue as of 2024. It specializes in TV and streaming ad tech, with services that include managing multi-platform ad sales, traffic, billing, programming, and rights.

2024 Revenue

Founded

2000

Headcount

793

Headquarters

United States

Primary Segment

TV and streaming ad tech

Ownership

Privately Owned

Deployments

News Summary:

On September 10, 2026, Operative launched a suite of new products developed on its unified platform, aiming to provide media companies with intelligence and automation capabilities that integrate natively with its core order management and broadcast management solutions. Previously, on September 9, 2026, Operative added Agentic AI to its AdTech platform. This initiative seeks to bring fragmented advertising operations across linear television, streaming, podcasts, newsletters, live events, and out-of-home inventory under a single technology layer for selling, scheduling, forecasting, and measurement.

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Operative offers 12 products in the connectivity and cloud and media tech industries. Operative's product portfolio comprises of video business systems, enterprise cloud and tV and streaming ad tech.

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Operative's revenues were less than $250M in 2024. Caretta Research has split Operative's revenue into 7 different product categories, the largest of which is tV and streaming ad sales. For full access to Operative's revenue breakdown subscribe to Caretta Portal.

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Sep

10th

2026

06:30

New Offerings, Artificial Intelligence, New Offerings

Operative launches unified platform

September 10, 2026 Operative, the advertising and broadcast management provider, has announced a slate of new products developed on its unified platform to provide media companies with intelligence and automation capabilities that integrate natively with its core order management and broadcast management solutions.

Advanced Television

Sep

10th

2026

01:00

New Offerings, Artificial Intelligence, New Offerings

Operative Launches Unified Platform to Transform Advertising and Broadcast Management

Operative, the preferred advertising and broadcast management provider for the world’s leading media brands, today announced a comprehensive slate of new products developed on its unified platform to provide media companies with intelligence and automation capabilities that integrate natively with its core order management and broadcast management solutions.■

ProductionHUB

Sep

10th

2026

00:00

New Offerings, Artificial Intelligence, B2B Tag, New Offerings

Operative Unveils Unified Platform for integrated Ad & Broadcast Management

Operative, a leading advertising and broadcast management provider, has unveiled a new unified platform designed to enhance end-to-end workflows for media companies. The platform integrates advanced intelligence and automation capabilities, enabling customers to accelerate revenue growth and operational efficiency.

Broadcast Beat

Sep

9th

2026

13:30

Emerging Tech, New Offerings, Artificial Intelligence, New Offerings

Operative Adds Agentic AI to AdTech Platform

Media companies are managing an increasingly fragmented advertising business. Linear television, streaming, podcasts, newsletters, live events and out-of-home inventory all create revenue opportunities, but they also introduce separate workflows for selling, scheduling, forecasting and measurement. Operative is attempting to bring those operations under one technology layer.

Adtechedge

Sep

9th

2026

06:30

New Offerings, Artificial Intelligence, New Offerings

Operative Launches Unified Platform to Transform Advertis...

Operative, the preferred advertising and broadcast management provider for the world's leading media brands, today announced a comprehensive slate of new products developed on its unified platform to provide media companies with intelligence and automation capabilities that integrate natively with its core order management and broadcast management solutions.

4RFV International Broadcast News

Sep

9th

2026

06:30

New Offerings, Artificial Intelligence, Marketing and Promotional Activities, New Offerings

Operative Launches Unified Platform to Transform Advertising & Broadcast Management

Connected Agentic Ecosystem Accelerates Revenue Growth For Media Companies In The Agentic Workflow Era NEW YORK, Sept. 09, 2026 (GLOBE NEWSWIRE) -- Operative, the preferred advertising and broadcast management provider for the world's leading media brands, today announced a comprehensive slate of new products developed on its unified platform to provide media companies with intelligence and automation capabilities that integrate natively with its core order management and broadcast management solutions.

The Manila Times

Jun

8th

2026

13:18

Artificial Intelligence, B2B Tag

Bridging the Ambition Gap: Lessons from Cairns Crocodiles

By Sophie Herinckx The Cairns Crocodiles conference highlighted a consistent theme across Australia and New Zealand’s media and marketing sectors: most organisations know where they need to go, but getting there remains messy. The Execution Challenge Whether in monetisation, data, AI, or operations, the gap between strategy and execution is real.

Operative

Jun

8th

2026

09:53

Emerging Tech, Artificial Intelligence

What did the 2026 Upfronts Say about the Future of Media?

By The Operative Team The massive, multi-billion dollar Upfronts provided evidence of a media industry operating on a fully re-architected technical foundation. Maybe that’s not as headline-grabbing as Anne Hathaway introducing Josh D’Amaro onstage at the North Javits Center or Olivia Rodrigo performing a surprise set, but tech was the star this year.

Operative

May

6th

2026

05:48

Management Changes, Artificial Intelligence, B2B Tag

Operative Appoints 20+ Years’ Product Veteran Dang Ly As Chief Product Officer

Operative has announced the appointment of Dang Ly as Chief Product Officer, signaling the company’s accelerating commitment to delivering the next generation of audience intelligence and data-powered solutions for the world’s leading media brands. Ly joins Operative to accelerate product innovation and help customers turn audience data into growth.

Digital Studio

May

5th

2026

16:08

Management Changes, Artificial Intelligence, B2B Tag

Operative Appoints Dang Ly as Chief Product Officer

Operative has announced the appointment of Dang Ly as Chief Product Officer, signalling the company’s commitment to delivering the next generation of audience intelligence and data-powered solutions for the world’s leading media brands. Ly joins Operative to accelerate product innovation and help customers turn audience data into growth.

Content+Technology

May

5th

2026

12:26

Management Changes, Emerging Tech, Artificial Intelligence, B2B Tag

Operative names Dang Ly chief product officer to accelerate data-driven growth

Operative , an advertising management solutions provider, has appointed Dang Ly chief product officer, charging the former Universal destinations & experiences CTO and NBCUniversal executive with overseeing product strategy and accelerating AI integration across its advertising and data platforms.

MSN Australia

May

4th

2026

18:30

Management Changes, Artificial Intelligence, B2B Tag

Operative appoints Ly as Chief Product Officer

Advanced Television

Operative's customers primarily consist of digital signage and professional display, telecoms and broadcast television and radio companies. Examples of Operative's customers include BBC, Samsung Device eXperience and Charter Communications. Operative has commercial and technical partners like Imagine Communications, Oracle and Fincons Group.

Analysis

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Analysis

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Operative

2024 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

Deployments

News Summary:

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