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Operative
What Does Operative Do?
Operative is a global leader in advertising management technology, providing media companies with solutions to optimize ad operations, from sales and trafficking to billing and revenue management. Founded in 2000, Operative's platform, AOS (Advertising Operating System), helps publishers, broadcasters, and digital media companies streamline complex ad workflows and maximize revenue. In January 2024, Operative was acquired by Imagine Communications, a prominent media technology solutions provider. This acquisition integrates Operative's advanced ad tech capabilities into Imagine's broader portfolio, aiming to offer comprehensive, end-to-end solutions for media monetization.
Where Is Operative's Headquarters?
HQ Function
Historically served as the central hub for corporate leadership, global sales operations, product strategy, and client engagement for Operative's advertising management solutions.
Notable Features:
Modern office facilities in a prime Manhattan location, designed to support a collaborative and innovative work environment.
Work Culture:
Characterized by a fast-paced, innovative, and client-focused environment, typical of the ad tech industry, with an emphasis on driving efficiency and results for media companies.
HQ Significance:
The New York headquarters was strategically important for Operative's engagement with major media clients and partners in North America and globally. It remains a significant site for ad tech expertise within Imagine Communications.
Values Reflected in HQ: The headquarters' setup and location historically reflected Operative's values of innovation, market leadership, and strong client relationships in the dynamic advertising ecosystem.
Location:
Prior to its acquisition by Imagine Communications, Operative had a significant global footprint with offices and operations across North America, Europe, the Middle East, and Asia-Pacific. These locations supported sales, client services, research and development, and operational functions for its advertising management platform, serving a diverse international client base of media companies. This global expertise is now part of Imagine Communications' expanded ad tech capabilities.
Street Address:
1001 Avenue of the Americas, 16th Floor (Historical Primary Address)
City:
New York
State/Province:
NY
Country:
USA
Where Else Does Operative Operate Around the World?
Jerusalem, Israel
Address: Jerusalem Technology Park, Malha (Historical Key Office)
Leveraged Israel's strong tech talent pool for software development, engineering, and product innovation, critical to maintaining Operative's competitive edge in ad tech solutions.
London, UK
Address: Central London (General Area for European HQ)
Provided localized support and strategic engagement for European media companies, adapting Operative's solutions to diverse market needs in the region.
Buying Intent Signals for Operative
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Who's Leading Operative? Meet the Executive Team
As of April 2025, Operative' leadership includes:
Who's Investing in Operative?
Operative has been backed by several prominent investors over the years, including:
What Leadership Changes Has Operative Seen Recently?
The most significant executive-level change in the last 12 months was Operative's acquisition by Imagine Communications in January 2024, leading to transitions for its leadership team. Prior to this, Operative appointed a new CRO.
Departures
New Appointments:
What Technology (Tech Stack) Is Used byOperative?
Discover the tools Operative uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Operative Email Formats and Examples
Historically, Operative primarily used the `operative.com` domain for its email communications. Common formats included first initial followed by last name. Post-acquisition by Imagine Communications, new communications may originate from `imaginecommunications.com` addresses.
The most common historical format for Operative was `[first_initial][last]@operative.com` (e.g., jsmith@operative.com). Another format was `[first].[last]@operative.com`.
Format
jsmith@operative.com
Example
75%
Success rate
What's the Latest News About Operative?
Imagine Communications • January 9, 2024
Imagine Communications Acquires Operative
Imagine Communications announced its acquisition of Operative, a leading provider of advertising management solutions. The acquisition aims to empower media companies to more effectively monetize audiences across various platforms by integrating Operative's ad tech with Imagine's portfolio....more
Operative Press Release / AdExchanger • July 12, 2023
Operative Names Steve Videtta Chief Revenue Officer
Operative appointed Steve Videtta as its new Chief Revenue Officer. Videtta was tasked with leading Operative’s global sales organization and driving its revenue growth strategies in the ad tech market....more
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