Operative

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

Operative, a privately owned US company founded in 2000, provides video business systems. Employing approximately 890 people, the company's core function is managing various aspects of video advertising, including sales, traffic, billing, programming, and rights across multiple platforms. In 2023, Operative's revenue was less than $250 million.

2023 Revenue

Founded

2000

Headcount

885

Headquarters

Primary Segment

Video business systems

Ownership

Privately Owned

Deployments

News Summary:

Operative launched AOS + OnAir Local to help local broadcast companies unify linear and digital ad sales and operations to increase revenue. The technology's launch was announced. In a preview of the 2025 NAB Show, monetization and advertising technology were highlighted as key discussion points as the broadcast and digital industries converge. A separate article discussed the challenges and opportunities of selling advertising across different platforms for live sports streaming, emphasizing the need for a unified approach combining linear and digital advertising strategies. Another article noted that 2025 is expected to see significant innovation in live-streaming ad technology, driven by the large audiences drawn to live sports streaming. Finally, an industry insights report examined the impact of artificial intelligence on content personalization and monetization in broadcasting.

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Operative offers 11 products in the media tech, ad tech and connectivity and cloud industries. Operative's product portfolio comprises of video business systems, enterprise cloud and premium video and CTV.

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Operative's revenues were less than $250M in 2023. Caretta Research has split Operative's revenue into 6 different product categories, the largest of which is ad sales and traffic. For full access to Operative's revenue breakdown subscribe to Caretta Portal.

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Apr

2nd

2025

18:30

New Offerings, Artificial Intelligence

Operative Launches AOS + OnAir Local to Transform Local Broadcast Advertising Sales and Operations

Back to News & Press Operative Launches AOS + OnAir Local to Transform Local Broadcast Advertising Sales and Operations Local Broadcast Companies Can Unify Linear and Digital Ad Sales, Trafficking and Operations to Accelerate Revenue

Operative

Mar

25th

2025

14:23

Big Data/Analytics, Artificial Intelligence, Caretta Research_Monitor Company

eBook: The Power of Predictive Analytics

Back to Blog & Whitepapers eBook: The Power of Predictive Analytics By The Operative Team Your Roadmap to Smarter Forecasting Starts Here Audience & inventory forecasting in media has always been a high-stakes balancing act—unsold inventory means lost revenue, while overpromising leads to under-delivery.

Operative

Mar

24th

2025

14:38

Caretta Research_Monitor Company

Your Audience Has Spoken: Linear Is Now Digital

Back to Blog & Whitepapers Your Audience Has Spoken: Linear Is Now Digital By The Operative Team The future of TV has arrived—and it’s streaming. Not “someday.” Not “soon.” NOW. From the NBA’s $76 billion media rights shift to the NFL’s streaming-first strategy, it’s clear that linear television is being delivered via digital infrastructure, and the world’s biggest sports leagues are leading the way.

Operative

Mar

10th

2025

18:30

Events

NAB Show Preview: Adtech Drives Revenue Conversations as Broadcast and Digital Converge

Back to News & Press NAB Show Preview: Adtech Drives Revenue Conversations as Broadcast and Digital Converge As the broadcast industry converges on Las Vegas for the 2025 NAB Show, monetization is set to be prominent in discussions with advertising technology shaping the future outlook.

Operative

Feb

19th

2025

18:30

New Offerings

How to Harness the Promise of Linear Streaming

Back to News & Press How to Harness the Promise of Linear Streaming As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital.

Operative

Feb

17th

2025

18:30

New Offerings, Caretta Research_Monitor Company

Live Sports Is Driving Innovation in Ad-Tech

Back to News & Press Live Sports Is Driving Innovation in Ad-Tech If 2024 was the year of live-streaming sports, 2025 is the year of live-streaming ad innovation. With massive audiences that continue to steal from traditional TV, advertisers are looking for new opportunities to reach massive live audiences digitally.

Operative

Feb

12th

2025

18:30

Artificial Intelligence

Industry Insights: AI’s impact on personalization, monetization and advertising

Back to News & Press Industry Insights: AI’s impact on personalization, monetization and advertising In this second installment of the Industry Insights roundtable on AI and emerging tech, technology vendors examine how artificial intelligence changes content personalization and monetization in broadcasting.

Operative

Jan

29th

2025

16:08

Caretta Research_Monitor Company

The Strategic Catalyst to Driving Linear Transformation

Back to Blog & Whitepapers The Strategic Catalyst to Driving Linear Transformation By Michael Grossi Linear TV is at a crossroads. With ratings and revenue on the decline, media companies face a stark choice: adapt or risk falling behind.

Operative

Jan

27th

2025

18:30

Artificial Intelligence, Caretta Research_Monitor Company

All-pervading AI: a look ahead to 2025

Back to News & Press All-pervading AI: a look ahead to 2025 January has only just come to an end, but we are already looking ahead to the next IBC, which takes place as usual at the Amsterdam RAI in September.

Operative

Jan

14th

2025

13:12

Caretta Research_Monitor Company

ROI: Your Strategic Compass

Back to Blog & Whitepapers ROI: Your Strategic Compass By Christopher Hession I’ve been lucky to have a front-row seat for the media industry’s accelerated transformation. The pace of change is staggering – changes in consumer viewing habits, new technologies, mergers, acquisitions…we’re now in an era of continuous change.

Operative

Jan

5th

2025

18:30

Caretta Research_Monitor Company

What’s Next for Streaming Live Sport in 2025

Back to News & Press What’s Next for Streaming Live Sport in 2025 Operative CCO Ben Tatta believes linear and streaming processes will have to be blended With the expansion of live sports onto popular streaming platforms, ad-tech solutions that merge live linear and digital workflows are becoming critical for maximising revenue and inventory yield in the coming year.

Operative

Jan

2nd

2025

18:30

New Offerings, Caretta Research_Monitor Company

Looking Forward: Industry Insights into the Coming Year in Media Delivery, Consumption and Management

Back to News & Press Looking Forward: Industry Insights into the Coming Year in Media Delivery, Consumption and Management In the second of TVBEurope’s special features looking at expectations for the year ahead, we focus on media delivery, consumption and management Dave Dembowski, SVP global sales, Operative We have seen two major trends emerging in the last year.

Operative

Operative's customers primarily consist of enterprise and telecoms software, pay TV services and broadcast television and radio companies. Examples of Operative's customers include BBC, Sky Group and Samsung Device eXperience. Operative has commercial and technical partners like Fincons Group, Imagine Communications and Proximic by Comscore.

Analysis

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Analysis

Data

Operative

2023 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

Deployments

News Summary:

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