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Operative expands to Australia

OperativeOperative, the advertising business management company, has announced the appointment of a new General Manager in Australia to drive and lead business development initiatives in the region.   This appointment marks initial steps in Operative’s global expansion plans, as it aims to simplify media companies ad operations around the globe.  The new General Manager, Dean Jenkins, will be responsible for expanding and developing Operative’s Australia business. Jenkins has more than fifteen years of experience in digital media, having served most recently as General Manager for Sensis Media Network, a leading digital ad agency based in Melbourne, Australia.  While at Sensis Media Network, Jenkins was responsible for replacing its ad platform, growing the network to more than 130 online and mobile sites, and increasing product revenue by 20 percent.  Prior to Sensis, he held positions at Seek Limited and Deloitte. He adds: “Australia is one of the fastest growing media markets in the world and as the leading, global provider of ad business management solutions it makes sense for Operative to establish a strong, local presence in the region.” “The appointment of Dean as General Manager in Australia illustrates our commitment to this growing market and desire to eliminate complexities that exist within the digital advertising ecosystem,” says Mike Leo, CEO of Operative.  “We see significant opportunity to help Australian media companies streamline their business operations and reduce transaction costs, while providing valuable insights that can fuel innovation and deliver new revenue opportunities.”  The latest report from The Internet Advertising Bureau (IAB) Australia estimated that digital ad spend within the Australia market will hit AU$3 billion by 2012, up from AU $2.27 billion reported for the full year 2010.  Through the acquisition of Solbright, Operative now estimates it manages more than 60% of the Australian display advertising media spend.  Operative will market and sell its suite of advertising business management solutions to Australia media companies including the recently launched Operative. One software platform, as well as its technology-enabled services including ad trafficking, ad serving and campaign management.  Several clients are already using the company’s end-to-end ad business management solutions, including Cricket Australia and REA Media.  “Operative is providing us with Ad Trafficking and Ad Serving solutions, enabling us to deliver effective campaign management for our clients,” said Mandi McPherson, Digital Manager of Cricket Australia.  “Operative’s ability to support us around the clock was a key factor in deciding to appoint them and we look forward to working with them.”  “We are excited to have Operative establish a local presence within the Australia market as we begin implementing the new Operative.One solution.” said Vaughan Belhamine, Head of REA Media.  “The new platform should provide our business with valuable business insights, whilst simplifying our business operations and new product integration across our Australian and international websites.” 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 in the United States, rely on Operative including The Wall Street Journal, MSN, OMD, NBC Universal and National Public Media. Operative is an AOP Associate Member.