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Solbright acquired by ad ops competitor Operative

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Grows company market share and brings scale to advertising operations

Operative, the advertising business management company, has announced it has acquired Solbright, a pioneer in digital advertising operations solutions. Founded in 1999 and based in New York City, Solbright is a leading provider of revenue and workflow operations software that currently helps leading websites to manage their online advertising.

With the deal in place, Operative estimates its solutions now manage more than 30 percent of US digital advertising spend, and counts half of the top 50 US online media leaders as clients. Terms were not disclosed.

“Having entered the digital ad operations market on the ground floor, Solbright’s ultimate goal has always been to establish the company as a leading innovator in the space,” said Tom Pace, President and CEO, Solbright. “Today’s announcement marks a significant milestone in that journey, as we recognized a tremendous opportunity to influence the market by joining Operative’s strengths with ours."

Earlier this month Operative launched Operative.One, a new advertising business management platform, to deliver freedom from the complexities of the digital value chain by integrating all processes and systems necessary to package, sell, traffic, manage, optimise and bill ads. Resources from the combined companies will manage upgrades to Operative.One for joint clients throughout 2011.

The acquisition augments Operative’s current product development and client services functions with 11 years of deep domain expertise in digital advertising operations. Solbright employees will immediately play an integral role in the continued development of Operative.One while also ensuring business continuity for existing clients. This increased scale will benefit the combined client base through:

  • Delivery of broader and deeper integrations with demand and supply-side systems
  • Acceleration of Operative.One product innovation in the areas of analytics and enhanced cross-platform support
  • A robust Digital Media Index that provides access to actionable insights on industry pricing and spending trends
  • Enhancements to an already high level of client service and support

“As media companies depend more and more on revenue from digital advertising, solving the difficult problem of integrating the variety of platforms in the digital ecosystem becomes critical to their businesses,” said Andrew Frank, Research Vice President with Gartner’s Media research team. “Both Operative and Solbright are strong forces in the digital advertising space, so I’m encouraged that this deal can create the kind of scale necessary to bring a comprehensive solution to the market.”

Solbright is an Associate Member of AOP.

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