SintecMedia, the leader in advertising business management, announced recently that it will relaunch as Operative. The global organization will focus on delivering the technology components global media companies need to create their own ad sales and content platform across digital, linear, advanced TV and other channels. Media companies need key digital ingredients to thrive in a quickly changing advertising market. As media companies aggregate audiences and inventory through M&A and consolidation, Operative delivers the technology that turns manual marketplaces into true platforms that are easy for advertisers to access and use, selling and delivering premium products at massive scale. Operative creates operating systems that offer simplicity to media sellers, and will continue to offer the products that unlock the potential of “premium as a platform.”

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“We have had a vision and plan to create the leading platform for media companies across linear, digital, advanced TV and other channels. First, we combined SintecMedia and Operative, Inc., the leaders in their respective markets. Now we are taking the next step with the relaunch of the combined business as Operative, focusing on next-generation solutions that enable our client base of top media companies to adapt and take advantage of the changing landscape of media and data. Operative is investing heavily in the next generation of media technology, adding over 150 engineers in the last 12 months alone,” said Matt Spetzler from Francisco Partners.

Lorne Brown, CEO of the combined organization, will lead the company as it delivers on a massive growth strategy to provide premium media companies with products for the future of media featuring broad integration, a unified product catalog, flexible demand and supply-side management across digital, linear, advanced TV and other channels.

“Media companies are creating multichannel marketplaces, and need a true platform to unlock their massive value potential. Operative offers premium, highly configurable solutions that serve as the core of these markets, allowing clients to connect a host of owned and third-party modules, much like apps in an app store,” said CEO Brown. “This scalable approach, together with our customer-first sales and services organization and our innovative, disciplined technology and product development, creates a winning combination for our clients.

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