Operative

http://www.operative.com
https://www.linkedin.com/company/operative/

Operative, a privately owned US company founded in 2000, employs approximately 810 people. Its core business focuses on providing technology and services for managing various aspects of television and streaming media, including advertising sales, traffic management, billing, programming, and rights management. In 2024, the company's revenue was less than $250 million.

2024 Revenue

Founded

2000

Headcount

804

Headquarters

Primary Segment

TV and streaming ad tech

Ownership

Privately Owned

Deployments

News Summary:

On August 13, 2025, Operative announced an expanded partnership with Oracle. This collaboration integrates Operative's AOS intelligent media management platform with Oracle Cloud Infrastructure (OCI), providing media company customers with increased operational efficiency, flexibility, and AI-powered performance. Earlier publications discussed various trends impacting the media industry. These included the shift to streaming and its effects on audience capture, advertising, and business growth; data-driven insights into buyer behavior and strategies for publishers to achieve growth in the second half of the year; the NFL's transition away from linear television; and the opportunities presented by the creator economy for media companies.

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Operative offers 12 products in the media tech and connectivity and cloud industries. Operative's product portfolio comprises of tV and streaming ad tech, enterprise cloud and video business systems.

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Operative's revenues were less than $250M in 2024. Caretta Research has split Operative's revenue into 7 different product categories, the largest of which is tV and streaming ad sales. For full access to Operative's revenue breakdown subscribe to Caretta Portal.

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Jan

14th

2026

10:26

Big Data/Analytics, Artificial Intelligence, B2B Tag

Industry Insights: How audience data is redefining TV advertising performance

Data is no longer a supporting layer in TV advertising, it is becoming the operating system. Part two of this Industry Insights roundtable examines how broadcasters are using data, analytics and automation to sharpen ad targeting, improve campaign performance and redefine how inventory is valued.

Operative

Jan

14th

2026

10:09

B2B Tag

Ed: Why the NBA’s Local Ratings Drop Signals a Streaming Shift

Op-Ed: Why the NBA’s Local Ratings Drop Signals a Streaming Shift Dave Dembowski, Chief Revenue Officer at Operative, discusses how consumer viewership habits are changing how NBA teams approach broadcasting. Streaming’s opportunity to turn over the NBA’s drop in local viewership The NBA is a huge, successful organization with record-breaking viewership this year.

Operative

Jan

12th

2026

11:14

Rewriting The Ad Playbook To Bring Linear & Streaming Together

After years of watching audiences migrate from linear to streaming, the media industry has hit a tipping point: Streaming is becoming the dominant mode of viewing. In live sports, long considered the last stronghold of linear TV, the shift is especially pronounced in local NBA broadcasting.

Operative

Jan

7th

2026

17:02

Industry Insights: How monetization models are being rebuilt for streaming

Industry Insights: How monetization models are being rebuilt for streaming-first audiences As audiences continue to move fluidly between subscription, ad-supported and free streaming environments, broadcasters are rethinking how revenue is created, packaged and sustained. Part one of this Industry Insights roundtable examines how monetization strategies are shifting in response to changing viewer expectations, advertiser demands and competitive pressure from digital-native platforms.

Operative

Jan

5th

2026

11:13

Artificial Intelligence, B2B Tag

Operative Announces the New AOS Services Platform, Foundational Architecture Powering Media Monetization Everywhere

A services-based, intelligent foundation designed for multi-platform media businesses NEW YORK, Jan. 05, 2026 (GLOBE NEWSWIRE) — Operative, the preferred advertising management solution provider for the world’s leading media brands, today announced a new AOS Services Platform, advancing its intelligent media management solution into foundational services for enterprise media companies.

Operative

Jan

2nd

2026

10:19

Artificial Intelligence, B2B Tag

2026 Outlook: Operative’s Dave Dembowski on agentic AI transforming media buying and selling

The broadcast and media industry is approaching a moment where long-discussed concepts must translate into operational reality. Audiences have moved to streaming platforms in substantial numbers, while advertisers are pushing for consistent access across linear TV, streaming and digital channels.

Operative

Dec

2nd

2025

18:30

Emerging Tech, B2B Tag

Broadcasters See More Potential in Programmatic Advertising

Back to News & Press Broadcasters See More Potential in Programmatic Advertising ‘Broadcasters and streaming providers are under growing pressure to bridge the gap between linear and digital operations’ More Engagement, Less ‘Ad Fatigue’ In

Operative

Nov

29th

2025

01:34

ESG, B2B Tag

Startup Mantra: Staq simplifies green building applications in realty industry

Pune: The adoption of sustainability in real estate has been sluggish. While the country’s first green building was built way back in 2005, the industry has been slow to pick up the added cost for such structures.

Hindustan Times

Nov

28th

2025

20:04

ESG

Startup Mantra: Staq simplifies green building applications in realty industry

Two sisters create first-of-its-kind platform making building process environmental friendly and easy Pune: The adoption of sustainability in real estate has been sluggish. While the country’s first green building was built way back in 2005, the industry has been slow to pick up the added cost for such structures.

MSN India

Oct

30th

2025

14:23

Management Changes, Emerging Tech, CT_Monitor Company

Operative Media Names Mike Napadano as CEO

NEW YORK—Advertising technology company Operative Media has named Mike Napadano as its new CEO. The company described Nadpadano’s promotion as an important milestone in its next growth phase. Former chief technology officer at Disney ABC Television Group, Napadano has been with Operative since 2019, most recently as its chief customer officer.

TVTechnology

Oct

29th

2025

18:30

Management Changes, Emerging Tech, CT_Monitor Company

News: Operative Announces New CEO to Drive Next Phase of Growth

Michael Napodano Appointed New CEO Of Operative Media Operative today announced the appointment of Mike Napodano as Chief Executive Officer, marking the next step in the company’s evolution as it accelerates platform innovation, deepens customer partnerships, and expands adoption of its AI-powered product suite across the media industry.

KitPlus

Oct

29th

2025

18:30

Management Changes, CT_Monitor Company

Operative Media Names Mike Napadano as CEO

NEW YORK Advertising technology company Operative Media has named Mike Napadano as its new CEO.

4RFV International Broadcast News

Operative's customers primarily consist of telecoms services and digital signage and professional display companies. Examples of Operative's customers include Charter Communications, NBCUniversal and Samsung Device eXperience. Operative has commercial and technical partners like Oracle Cloud, Imagine Communications and Fincons Group.

Analysis

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Analysis

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Operative

2024 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

Deployments

News Summary:

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