Operative
Operative is a private enterprise SaaS company that provides a cloud-based, AI-powered advertising operating system unifying linear, streaming, digital, and programmatic workflows for 300+ leading global media companies including Fox, NBCUniversal, WBD, Disney, Comcast, and Paramount.
- Company typePrivate
- Founded2000
- HeadquartersNew York, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Operative does
Operative (legally SintecMedia Ltd. and SintecMedia NYC, Inc.) is a privately held enterprise SaaS company founded in 2000 and headquartered in New York with a regional headquarters in Tel Aviv. It sells an intelligent media management platform to broadcasters, streaming services, cable operators, MVPDs, digital publishers, and cinema advertisers — a base of 300+ leading media companies that includes Fox, NBCUniversal, Warner Bros. Discovery, Disney/ABC, Sinclair, Comcast, Charter, Cox, Paramount, Netflix, Tubi, National CineMedia, Condé Nast, and Univision. Operative.One alone is reported to manage more than 50% of global streaming ad revenue, and the platform is positioned as the de facto converged advertising operating system for the media industry.
The core product is AOS (Advertising Operating System), a cloud-native, API-first converged advertising platform that unifies linear TV, streaming, digital, and programmatic workflows in a single order management system with 400+ pre-built integrations. AOS is supplemented by Operative.One (digital advertising and streaming ad management), Adeline AI (a generative AI companion for yield optimization and natural-language data access), STAQ (cloud-based revenue analytics and benchmarking), OnAir (local broadcast advertising), IBMS (integrated business management), Nestor (MVPD content cost management), and OnTarget (ML-based forecasting). The underlying architecture includes an AI-enablement layer and supports agentic AI workflows in which OMS AI collaborates with partner AI agents. Operative holds ISO 27001, SOC 1 Type 2, and SOC 2 Type 2 certifications.
Operative makes money through annual subscription fees for its cloud platforms, plus professional services for implementation/integration and managed services for ongoing ad operations support. Pricing is custom and quote-based, reflecting an enterprise field sales motion targeting large media companies globally. The company has raised approximately $25.5M in disclosed venture funding (Edison Partners, ORIX, Wellington Financial) and acquired STAQ (2021) and Solbright (2010), suggesting a largely self-funded growth profile given its current 1,001–5,000 headcount. Recent leadership additions include CEO Mike Napodano (Oct 2025) and CPO Dang Ly (May 2026), with strategic expansion into retail media, digital out-of-home, and AI-driven product lines.
Operative firmographics
Firmographics- Name
- Operative
- Legal name
- SintecMedia Ltd. d/b/a Operative, SintecMedia NYC, Inc. d/b/a Operative
- Website
- http://www.operative.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Operative is a private enterprise SaaS company that provides a cloud-based, AI-powered advertising operating system unifying linear, streaming, digital, and programmatic workflows for 300+ leading global media companies including Fox, NBCUniversal, WBD, Disney, Comcast, and Paramount.
- Ownership category
- akta.pro rank
Operative industry classification
Industry- Product category
- Media Advertising Technology
- NAICS
- Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Ad Insertion & Monetization (SCTE-35, DAI/SSAI) (MPAHAKAH)
- akta.pro secondary industries
- Media Inventory & Yield Management / Ad Operations (Trafficking, Tagging, QA) (BPAFABAO), Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)
Keywords
Where Operative is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Operative business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscriptions: Subscription-based access to Operative's cloud platforms including AOS, Operative.One, and STAQ, providing advertising management, order management, and analytics capabilities on a recurring basis.
- Professional Services: Implementation, integration, and consulting services to deploy and optimize Operative solutions for customer environments.
- Managed Services: Ongoing operational support services managing advertising workflows on behalf of customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise SaaS platform with custom pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Operative product offering
Product offeringCore offering
Operative provides a SaaS-based intelligent media management platform and technology-enabled services that help media companies manage converged advertising operations across linear, streaming, digital, and programmatic channels. Its core product AOS (Advertising Operating System) unifies advertising sales, order management, and inventory workflows, supported by Operative.One (streaming-focused), Adeline AI (generative AI assistance), STAQ (revenue analytics), and OnTarget (ML-based forecasting), integrated with 400+ ad tech, CRM, and cloud platforms.
Product overview
Operative offers an intelligent media management platform with a portfolio of integrated products for advertising order management, analytics, and AI-powered optimization. The core platform is AOS (Advertising Operating System), a cloud-native converged advertising platform that unifies linear, digital, streaming, and programmatic operations. This core is supplemented by Operative.One (the gold standard for streaming video managing over 50% of global streaming ad revenue), Adeline AI (assistive Gen AI companion for yield optimization), STAQ (cloud-based revenue analytics and insights), OnAir (local media operations), IBMS (integrated business management), Nestor (MVPD content cost management), and OnTarget (ML-based forecasting). The platform integrates with major ad servers, CRMs, SSPs, and billing systems including Google Ad Manager, FreeWheel, Salesforce, and Oracle Cloud Infrastructure, serving customers like Fox, NBCUniversal, WBD, Disney/ABC, Sinclair, Tubi, and National CineMedia across 17,500+ screens.
Differentiator
Problem solved
Functional benefit
Brands
- AOS (Advertising Operating System): Cloud-based converged media platform for managing advertising sales and orders across platforms and inventories.
- Operative.One
- Adeline AI
- STAQ
- OnAir
- IBMS
- Nestor
Products and services
- AOS (Advertising Operating System) A cloud-based converged advertising platform for managing advertising workflows across platforms and inventory types. Powers converged media by unifying linear and digital operations with AI-powered sales and inventory yield optimization, targeting enterprise media companies that need to manage advertising across linear TV, streaming, digital, and programmatic channels.
- Operative.One A market-leading advertising management platform for digital publishers that streamlines inventory, planning, and order workflows. Manages over 50% of streaming ad revenue globally as the gold standard for streaming video, driving tens of billions of dollars of ad revenue for leading media companies.
- Adeline AI An assistive generative AI platform serving as an AI companion across Operative media solutions. Unifies data and provides AI-powered tools to optimize yield across converged inventory, enabling natural language querying for data analysis and embedding AI into operational workflows to improve inventory yield and identify new revenue opportunities.
- STAQ A cloud-based reporting and analytics tool that helps media companies aggregate, normalize, and automate revenue data across platforms. Provides revenue-driving analytics and insights with data visualization capabilities, serving as a benchmarking platform for advertising performance across the industry.
- OnAir A product for local media operations that enables broadcasters and local media companies to manage advertising workflows. Supports local broadcast transformation as part of Operative's strategic value of unification with AOS for multi-platform advertising.
- IBMS (Integrated Business Management System) An integrated business management system for media companies providing operational management capabilities as part of Operative's suite of products for advertising management.
- Nestor A solution purpose-built for MVPDs to manage content costs and streamline contract negotiations and payment processing.
- OnTarget A machine learning-based forecasting tool for yield optimization. Enables improved forecasting and revenue optimization through ML-based prediction engines for media companies managing advertising inventory.
- Professional Services Implementation, integration, and consulting services delivered by Operative professionals to deploy and optimize Operative solutions for customer environments, enabling successful platform deployment and ongoing advertising workflow optimization.
- Managed Services Ongoing operational support services managing advertising workflows on behalf of customers, enabling media companies to outsource ad operations to Operative's expert teams.
- Ad Serving Ad serving services enabling delivery of advertisements across digital and converged media channels, supporting campaign execution for media company customers.
- AOS for Digital Media An AI-powered revenue management platform designed to help digital media companies manage and monetize advertising inventory across multiple channels, integrating data from sales, operations, and analytics into a single system. Reduces implementation timelines by approximately 80% through pre-configured integrations for digital publishers, streaming services, digital out-of-home, digital audio, commerce, and retail media.
Quantifiable outcome
- 92% more revenue per account executive
- +6 more outcomes
Companies that use Operative
Customer profileNamed customers16 records
Segments1 record
Ideal customer profiles1 record
Operative technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability9 records
Feature6 records
Operative partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and major.
- FreeWheelcoreFreeWheel, a Comcast technology platform for streaming advertising, launched Partner Portal with Operative as an initial launch partner. The portal provides standardized API access, sandbox testing environments, and AI-powered solutions including campaign management and yield optimization tools for premium publishers.
- GraySwancorePartnership to integrate AI-based data visualization and observability into Operative's revenue platforms for media companies. Collaboration enables real-time insights, performance monitoring, and revenue optimization across linear, streaming, and digital media using AI-driven analytics.
- OraclecoreExpanded partnership to bring AOS to Oracle Cloud Infrastructure, enabling media companies to deploy Operative's advertising management solutions on Oracle's cloud platform with enhanced performance, security, and scalability.
- National CineMedia (NCM)coreNCM, the largest cinema advertising platform in the U.S. with over 17,500 screens, partnered with Operative to implement AI-based cloud solutions including AOS, STAQ, and OnTarget for improved forecasting, yield optimization, and streamlined ad sales operations.
- Imagine CommunicationsmajorWhite paper partnership integrating Operative's AOS with Imagine's linear ad decisioning solutions (OSI, GamePlan, Surefire) to enable broadcasters to migrate to converged cross-platform audience selling from a unified, cloud-native platform.
- GooglecorePre-configured integration with Google Ad Manager and Google Cloud Platform for seamless connectivity with Google's advertising and cloud infrastructure.
- SalesforcecorePre-built integration with Salesforce for CRM and customer relationship management connectivity.
- Sinclair Broadcast GroupcoreStrategic engagement where Operative worked with Sinclair for approximately two years to implement unified ad platform combining all advertising assets (80+ ad products across digital, streaming, national, and local) for cross-platform ad campaign management.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Operative competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key highlights3 records
Customer concentration
Operative social profiles
Digital presenceOperative compliance and trust
Trust signalCompliance4 records
Operative financial estimates
Financial estimateRevenue estimate
Valuation estimate
Operative leadership team
Management profileNumber of profiles
Profiles9 records
Operative funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Operative M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Operative
What does Operative do?
Operative provides a SaaS-based intelligent media management platform and technology-enabled services that help media companies manage converged advertising operations across linear, streaming, digital, and programmatic channels. Its core product AOS (Advertising Operating System) unifies advertising sales, order management, and inventory workflows, supported by Operative.One (streaming-focused), Adeline AI (generative AI assistance), STAQ (revenue analytics), and OnTarget (ML-based forecasting), integrated with 400+ ad tech, CRM, and cloud platforms.
Is Operative a public or private company?
Operative is a private company. It is classified as venture growth investor backed and is currently operating.
When was Operative founded?
Operative was founded in 2000. It employs 1,001 to 5,000 people.
Where is Operative based?
Operative is headquartered in New York, United States, in the North America region.
How does Operative make money?
Three revenue lines are on record. SaaS Subscriptions are the primary driver. The others are professional Services and managed Services.
Does Operative have an API?
Yes. Operative offers extensive APIs with pre-built integrations to ad servers, SSPs, CRMs, data platforms, and billing systems. The AOS Services Platform features an API-first integration-ready architecture enabling partners and customers to connect through standardized API access.
What industry is Operative in?
Operative's product category is Media Advertising Technology. Its primary akta.pro industry code is MPAHAKAH, Ad Insertion & Monetization (SCTE-35, DAI/SSAI), with a secondary code of BPAFABAO, Media Inventory & Yield Management / Ad Operations (Trafficking, Tagging, QA). Its NAICS code is 54181 and its SIC code is 7372.