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 May 5, 2026, Operative, an advertising management solutions provider, named Dang Ly its Chief Product Officer. Ly, a product veteran with over two decades of experience, previously held roles as CTO for Universal Destinations & Experiences and an executive at NBCUniversal. In his new position, Ly oversees product strategy, drives AI integration across Operative’s advertising and data platforms, and is tasked with accelerating product innovation to help customers leverage audience data for growth, signaling the company's commitment to delivering next-generation audience intelligence and data-powered solutions.

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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, tV and streaming ad tech and enterprise cloud.

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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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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

May

4th

2026

07:57

Management Changes, Emerging Tech, Artificial Intelligence, B2B Tag

Operative Appoints Dang Ly as Chief Product Officer to Accelerate Data

Operative Appoints Dang Ly as Chief Product Officer to Accelerate Data-Driven Innovation and Growth Industry Veteran Brings Two Decades Of Omnichannel Audience Experiences and Enterprise Data Strategy to Operative’s Next Chapter NEW YORK, May 04, 2026 (GLOBE NEWSWIRE) — Operative today 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.

Operative

May

4th

2026

07:33

Management Changes, Emerging Tech, Artificial Intelligence, B2B Tag

Operative Appoints Dang Ly as Chief Product Officer to Accelerate Data-Driven Innovation and Growth

NEW YORK, May 04, 2026 (GLOBE NEWSWIRE) -- Operative today 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.

Associated Press

Apr

7th

2026

15:13

Big Data/Analytics

NAB Show Preview: Beyond the subscriber count and toward smarter monetization

The business of streaming has matured past the point where subscriber count alone tells a useful story. Platforms are now managing complex relationships across advertising tiers, third-party distributors, bundled offers and direct subscriptions – often simultaneously – and the tools used to measure performance have struggled to keep pace with that complexity.

Operative

Apr

2nd

2026

16:15

Emerging Tech, B2B Tag

Fragmented Ad Data is Costing You Revenue. Here’s the Fix.

By Charles Thornton A digital publisher’s advertising data lives in dozens of places at once. Google Ad Manager has one version of revenue. The SSP has another. The DSP has a third. By the time anyone reconciles those numbers, the decisions that depended on them have already been made with incomplete information.

Operative

Apr

2nd

2026

09:00

Artificial Intelligence, B2B Tag

Enterprise-Grade Capability Doesn’t Have to Mean Enterprise-Grade Complexity

By Mike Napodano Enterprise-grade capability shouldn’t require enterprise-grade complexity. But for years, digital-first media companies have been forced into exactly that tradeoff: buy software built for companies ten times their size, or stitch together point solutions that introduce complexity and cap growth.

Operative

Apr

2nd

2026

07:58

Artificial Intelligence, B2B Tag

The Common Thread Across ANZ Broadcasters: A Rising Need for Agentic AI

By Sophie Herinckx AI is on everyone’s lips, and broadcasters around the world are undergoing one of the most significant technology transitions in decades. The largest theme I hear in speaking with our customers is that traditional systems, manual workflows, and siloed data are no longer capable of supporting the pace or complexity of converged, multiplatform advertising.

Operative

Operative's customers primarily consist of telecoms and digital signage and professional display companies. Examples of Operative's customers include Samsung Device eXperience, Charter Communications and NBCUniversal. 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

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Headquarters

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Ownership

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News Summary:

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