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Gartner report highlights Operative's value to publishers

Operative
Operative, the advertising business management company, has announced that it has been recognised by Gartner in its “Cool Vendors in Media, 2011″ report by Mike McGuire, Andrew Frank and Allen Weiner.

Gartner’s report states that each of the “Cool Vendors” highlighted in this report “exemplify the business importance of managing, monetising, accounting and tracking media assets across the internet – a topic that is often hard to pick out in the confusion generated by a seemingly endless parade of content consumption devices and services.”

According to the report, published on April 8, 2011, “CIOs and business development personnel at all media companies need to synchronize efforts to ensure that their company’s back office is ready to build up and maintain massive sets of disparate data that will flow back to their systems in the form of sales information, license fees, licensing agreements, end-user behavior data, social media – and social-network-derived data that will be generated as media content consumption, and business opportunities, spread across multiple platforms and networks.”

“The four companies included in this report are at the forefront of some of the more vexing challenges facing media companies: monetisation, tracking content assets and audience engagement across multiple platforms and networks,” said Andrew Frank, vice president of research at Gartner.

“Media companies are spending upwards of thirty percent of revenue on transaction costs, an unsustainable model to achieve profitable growth,” said Mike Leo, CEO of Operative.

“Media companies will not succeed if they cannot bring together their people, processes and technologies and reduce the complexities of doing business. We launched Operative.One in the fall of 2010 to address this very issue and to help media companies bring together disparate systems, data sets and processes in order to create operational efficiencies and reduce transaction costs. It is an honor to be cited as one of Gartner’s cool media vendors, as we believe it serves to confirm the importance of our technology and mission of helping the media industry to simplify business.”

About Gartner’s Cool Vendors Selection Process

Gartner’s listing does not constitute an exhaustive list of vendors in any given technology area, but rather is designed to highlight interesting, new and innovative vendors, products and services. Gartner disclaims all warranties, expressed and implied, with respect to this research, including any warranties of merchantability or fitness of a particular purpose. Gartner defined a cool vendor as a company that offers technologies or solutions that are: innovative, enable users to do things they couldn’t do before; impactful, have, or will have, business impact (not just technology for the sake of technology); intriguing, have caught Gartner’s interest or curiosity in approximately the past six months.

About Operative

Operative Media Inc. is the advertising business management company. Our core purpose is to allow the media and advertising industries to run increasingly complex businesses with simplicity. Operative’s next-generation, SaaS based platform and technology-enabled services help media industry leaders and their partners balance operational efficiency with innovation to reduce transaction costs and boost advertising revenue. Launched in October 2010, the Operative.One platform brings together the business processes and systems necessary to package, sell, traffic, manage, optimize and collect revenue on advertising products. More than 200 industry leaders, representing more than 30 percent of digital advertising revenue, rely on Operative including The Wall Street Journal, MSN, OMD, NBC Universal and National Public Media.

Operative is an Associate Member of AOP.

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