# Operative Media

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/operative-media

- Industry: Software
- Headquarters: New York, US
- Website: www.operative.com/
- Total disclosed funding: $7.7M
- Latest round: Series E (Aug 27, 2013)
- Investors on record: 3

## About

Operative Media, Inc. is a US-based company specializing in advertising management solutions that streamline workflows across diverse platforms, enhancing operational efficiency for media organizations and digital publishers.Operative Media, Inc. focuses on delivering advertising management solutions tailored for media companies. Founded in 2000 and headquartered in New York, US, Operative has undergone significant growth, participating in a total of 6 deals. The company was acquired in November 2016 by SintecMedia for USD 200 mn, with the transaction completing in January 2017. The management team of Operative also took part in this transaction. Dave Keating and Lorne Brown are the current CEOs, leading the company’s strategic direction.Operative specializes in providing a comprehensive suite of advertising management solutions designed to streamline advertising workflows across multiple platforms and inventory types. Its core offerings include a cloud-based omnichannel order management system, known for managing advertising operations efficiently, and the AI-driven platform, Adeline, which supports predictive analytics for enhanced decision-making. The company's solutions address critical industry challenges, such as the increasing complexity of managing linear and digital advertising campaigns, and effective content rights management throughout the content lifecycle. Operative serves a diverse customer base that includes leading media companies and digital publishers across global markets, with a strong presence in North America, Europe, and parts of Asia. The primary end users of Operative's products are advertising operations teams, media planners, and revenue management professionals who rely on the platform to drive ad revenue while ensuring compliance with content obligations.Operative generates revenue through a subscription-based model, providing its clients access to its range of advertising management tools, including flagship products such as Operative.One and its AOS platform tailored for retail media. Client transactions typically involve annual or multi-year contracts, allowing media companies and digital publishers to utilize Operative’s solutions for their advertising operations. The pricing structure is based on the services selected, with various tiers that may include additional features such as advanced analytics and integration capabilities. This transactional model supports a B2B framework, where clients pay for services according to their operational needs, enabling them to effectively manage and optimize advertising revenue across platforms. As Operative continues to innovate and expand its offerings, it aims to further solidify its position as a trusted provider within the advertising technology landscape.Operative Media, Inc. is focused on launching new products and enhancing existing solutions to cater to evolving market demands. As part of its strategic growth initiatives, the company aims to expand into new geographic regions including Asia and Europe by 2025. The recent acquisition by SintecMedia, completed in January 2017, is expected to bolster its resources for product development and market entry strategies. Plans include the introduction of advanced features within its existing platforms and the development of new tools tailored for specific advertising niches.

## Funding rounds

- Series E, Aug 27, 2013, $3.2M — Edison Partners, Honeywell International Inc., Pembroke VCT
- Series B, Jan 6, 2006, $4.5M — Edison Partners

## Investors

- Edison Partners (https://capitalatlas.ai/funds/edison-partners) — Series B, Series E
- Honeywell International Inc. — Series E
- Pembroke VCT (https://capitalatlas.ai/funds/pembroke-vct) — Series E