Operative, a global advertising revenue management (ARM) technology and services provider, announced today that it has reached a new strategic partnership with Adtech , a leading provider of ad-serving technology as an independently operated unit within AOL’s Platform-A advertising business. Together, both companies will integrate their technologies to provide streamlined online advertising management capabilities for digital publishers worldwide.
This partnership will allow publishers to use Operative’s centralized enterprise software, Operative Dashboard, as their business platform for ad sales management, ad trafficking, campaign management and billing, while leveraging push and pull functionality with Adtech ‘s ad server data. Over the past 12 months, Operative’s revenue has grown 58%. Operative’s impressive client base includes some of the world’s foremost digital publishers such as National Public Media, Dow Jones, NAVTEQ, NBC Universal and MSN. Adtech currently serves 70 billion ad impressions per month, working with customers in over 25 countries. The combined strengths will enable Operative and Adtech to significantly expand their respective reach into new markets, while empowering digital publishers with the best tools and technologies to streamline their ad operations and monetize ad inventory.
“Digital publishers are looking for a one-stop-shop to deliver full-service ad management capabilities, and Adtech ‘s partnership with Operative will provide our joint customers with the flexibility and scalability to grow their businesses while maintaining the control and transparency to make smarter organizational decisions,” said Dirk Freytag, CEO of Adtech . “Operative has a fantastic track record for simplifying its customers’ digital operations, and this partnership will help us focus on increasing the adoption of Adtech ‘s digital marketing solutions.”
“Building upon our existing presence in the U.S. and Europe, Operative partnered with Adtech because it is a rapidly growing ad serving vehicle, and its technology continues to exceed market requirements,” said Mike Leo, CEO and President of Operative. “Together, our complementary solutions will enable customers to scale their businesses and deliver significant advertiser value.”