To date, the online advertising industry has been propelled by fantastic innovation. Each quarter, numerous point solutions arise that drive increased value for advertisers and publishers alike. While this innovation drives increased top-line revenue, publishers are left to adopt and manage multiple proprietary systems in order to compete for advertiser budgets. This fragmentation has left the industry, and publishers in particular, in a state of operational chaos. Since 2000, Operative has exclusively focused on developing products and services that streamline online advertising operations. Our solution addresses real-world publisher problems - not only by minimizing the true costs of adopting best-of-breed ad technologies - but also by enabling the entire organization to be proactive and responsive. Based on direct experience, Operative firmly believes that innovation is an absolute necessity for the continued growth of our industry. Yet as new technologies are introduced and adopted, publishers face increasing complexities in managing their operations. To facilitate successful growth, each new system must be incorporated into an orderly and repeatable operations process that increases the value for publishers and advertisers alike.
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