Operative

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.

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

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 industry

PRIMARYMPAHAKAH

Ad Insertion & Monetization (SCTE-35, DAI/SSAI)

Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/Broadcast & Playout Technology (Automation, Master Control)

SECONDARYBPAFABAO

Media Inventory & Yield Management / Ad Operations (Trafficking, Tagging, QA)

Business & Public Services/Marketing, Advertising & PR Services/Media Planning & Buying

SECONDARYMPACAAAL

Enterprise/Creator Video Hosting & OTT SaaS Platforms

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Video Streaming Platforms (SVOD/AVOD/FAST)

Keywords

• Advertising order management
• Media revenue platform
• Converged advertising software
• Ad tech SaaS
• Streaming ad monetization

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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.
2. Professional Services: Implementation, integration, and consulting services to deploy and optimize Operative solutions for customer environments.
3. Managed Services: Ongoing operational support services managing advertising workflows on behalf of customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core 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

Named customers16 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability9 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and major.

• FreeWheelcoreTechnology or Integration · 22 April 2026FreeWheel, 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.
• GraySwancoreStrategic or Co-development Partner · 24 February 2026Partnership 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.
• OraclecoreTechnology or Integration · 13 August 2025Expanded 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)coreTechnology or Integration · 10 June 2025NCM, 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 CommunicationsmajorTechnology or IntegrationWhite 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.
• GooglecoreTechnology or IntegrationPre-configured integration with Google Ad Manager and Google Cloud Platform for seamless connectivity with Google's advertising and cloud infrastructure.
• SalesforcecoreTechnology or IntegrationPre-built integration with Salesforce for CRM and customer relationship management connectivity.
• Sinclair Broadcast GroupcoreImplementation/ SI/ Consulting PartnerStrategic 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

Market position

Competitive moat6 records

Key highlights3 records

Customer concentration

• LinkedInlinkedin.com/company/operative
• Instagraminstagram.com/operativemedia
• Xx.com/operative_media
• Facebookfacebook.com/operative

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Operative