Active International
- Company typePrivate
- Founded1984
- HeadquartersPearl River, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
Active International firmographics
Firmographics- Name
- Active International
- Legal name
- Active Media Services, Inc.
- Website
- https://activeinternational.com
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Where Active International is headquartered
LocationHeadquarters
- HQ city
- Pearl River
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
Active International business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Corporate Trade / Barter Services: Active enables companies to receive value significantly higher than liquidation value of excess inventory by purchasing inventory for cash, trade credits, or combination. In return, companies agree to make certain common business purchases through Active. The model allows companies to strategically manage inventory and maximize resources.
- Media Placement and Buying: Full-service omnichannel media agency providing traditional linear TV, audio, local, OOH, print, DR, unwired, digital and advanced TV capabilities. Charges fees partially with cash and partially with trade credits, with full transparency on pricing.
- Data and Targeting Solutions: Through strategic investments in Intent IQ (deterministic device graph) and Datonics (data marketplace), Active provides data identification and targeting capabilities for clients at competitive pricing.
- Asset Disposition / Merchandise Sales: Active purchases excess inventory, real estate, capital equipment and other underperforming assets from clients, providing them cash or trade credits in return.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized Corporate Trade Solutions |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Active International product offering
Product offeringCore offering
Active International is a corporate trade and full-service omnichannel media company that helps large enterprises monetize underperforming or excess assets—such as slow-moving inventory, real estate, and capital equipment—in exchange for trade credits, which clients then apply against business expenditures like media, travel, and freight. It pairs this corporate trade model with media buying/planning and a suite of business services.
Product overview
Active International is a global commercial innovation company operating as a corporate trade firm that helps Fortune 1000 companies leverage enterprise assets to achieve financial benefits. The core offering centers on the Corporate Trade model, supplemented by a full-service omnichannel Media agency. The company operates XACTV, an automated unwired market platform with machine learning optimization for local TV inventory aggregation. Key products include Media Services, Asset Solutions, Real Estate, Active Travel (hospitality division), Retail Marketing, Freight & Logistics, and Lighting. Through its subsidiary Involved Media, it offers data-guided media strategy. The Cash Cross Purchase Program enables hospitality clients to generate cash room bookings. The company also leverages technology partners including Intent IQ (deterministic device graph) and Datonics (data marketplace) for targeting capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- XACTV: Unwired market platform that aggregates local TV inventory to national delivery with automated buying capabilities
- Unwired System
Products and services
- Corporate Trade Core service in which Active International purchases a client's excess or underperforming assets (inventory, real estate, capital equipment) at full or enhanced value, issuing trade credits the client redeems against future business expenses such as media, travel, and logistics. Aimed at Fortune 1000 corporations seeking to recover value from idle assets.
- Media Services Full-service omnichannel media planning and buying across traditional and digital channels for enterprise advertisers, often funded through trade credits or cash.
- XACTV Proprietary advanced TV/advertising platform enabling data-driven, addressable television media buying for enterprise advertisers.
- Asset Solutions Services for monetizing and remarketing a client's excess inventory, capital equipment, and other underperforming assets.
- Real Estate Services Helps corporate clients dispose of, restructure, or monetize underutilized real estate holdings in exchange for trade value.
- Active Travel Closed-channel corporate travel management service enabling clients to apply trade credits toward travel and hospitality spend.
- Involved Media Subsidiary media agency providing media planning and buying services to enterprise clients.
- Retail Marketing Retail and shopper marketing services supporting enterprise consumer-facing brands.
- Freight & Logistics Freight and logistics services enabling clients to apply trade value toward transportation and supply chain spend.
- Cash Cross Purchase Program An all-cash trading program for hospitality clients enabling property investments while generating guaranteed future revenue through cash room bookings.
Quantifiable outcome
- Processed more than 450,000 annualized traffic instructions using Comcast AdFusion platform
- +3 more outcomes
Companies that use Active International
Customer profileNamed customers6 records
Segments7 records
Ideal customer profiles2 records
Active International technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
Active International partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Comcast Technology SolutionscoreComcast Technology Solutions partnered with Active International to deploy Comcast's AdFusion advertising system, which Active International uses to improve and scale broadcast advertising traffic and creative distribution. The platform consolidates media buy data, traffic instructions, creative assets, and distribution workflows into a unified system.
- Involved MediacoreInvolved Media is a full-service, independent media agency specializing in data-guided media strategy and buying, performance-driven tactical planning, proprietary research, custom reporting & analytics. Based in New York City with locations in Toronto, Canada and Melbourne and Sydney, Australia. Involved Media USA is a subsidiary of Active International.
- DAWNcoreActive International is the exclusive Barter agency of DAWN, a fast-growing portfolio of best-in-class, specialist agencies with centralized data science, advanced analytics, and econometric measurement. Recognized as The Modern Marketing Model.
- Association of National Advertisers (ANA)minorActive International is a gold-level marketing solutions provider of the ANA. Active supports the ANA through hosted events and speaking engagements that inform its membership with industry insights.
- 4A's (American Association of Advertising Agencies)minorActive International is a longstanding member of the 4A's. Active's leadership participates in the 4A's measurement committee and the small/mid-size agency committee.
- IRTS FoundationminorActive supports the IRTS Foundation, a 501(c)(3) charitable organization dedicated to building future leaders and increasing diversity in the media industry. Active's involvement includes two board positions, event participation, and sponsorship of the Summer Fellowship Program.
- AlmondNetcoreStrategic investment partnership with AlmondNet (offices in New York and Israel) which owns Intent IQ (deterministic device graph enabling targeting and retargeting) and Datonics (data marketplace providing branded data at competitive pricing).
- EssecTec (IBM Affiliate)coreEssecTec, an IBM affiliate company, worked with Active's XACTV buyers to develop the unwired market platform. Programmers and data scientists sat with buyers to understand processes before developing platform elements.
Scale indicators7 records
Recent moves9 records
Expansion highlights5 records
Active International competitors and assessment
Company assessmentBroad incumbents
- Publicis Media: Publicis Groupe's media arm operating Starcom, Zenith, and Spark Foundry. Comparable media buying agency scale and omnichannel capabilities serving Fortune 1000 enterprise clients.
- IPG Mediabrands: Interpublic Group's media holding company operating UM, Initiative, and Mediabrands Precision. Directly comparable media buying and planning services to Active's omnichannel agency offering for enterprise clients.
- GroupM: World's largest media investment group operating WPP's media agencies (Mindshare, Wavemaker, Essence, mSix&Partners). Comparable to Active's media buying operations at massive scale; competes for Fortune 1000 media budgets with broader geographic and channel coverage.
- Omnicom Media Group: Holding company for Omnicom's media agencies including OMD, PHD, and Hearts & Science. Comparable in providing media planning, buying, and analytics to enterprise clients across traditional and digital channels.
Direct peers
- Havas Media: Global media agency network offering media planning and buying across traditional and digital channels. Highly comparable to Active International's full-service omnichannel media agency offering; one of Active's senior executives previously led Channel Investments at Havas Media.
- ITEX Corporation: Barter exchange company allowing small and mid-sized businesses to trade goods and services. Comparable corporate trade model to Active, though ITEX focuses on SMBs while Active serves Fortune 1000 enterprise clients.
- Bartercard: Global trade exchange network enabling businesses to exchange goods and services using trade credits. Directly comparable to Active's corporate trade/barter model for converting excess inventory and assets into usable business value.
- Involved Media: Full-service independent media agency specializing in data-guided media strategy and buying. Wholly-owned subsidiary of Active International; comparable in targeting the same client segments with overlapping media buying capabilities.
- Zenith Media: Global media agency under Publicis Media providing media planning, buying, and analytics. Comparable in delivering omnichannel media services to enterprise clients, including linear TV, digital, and addressable media capabilities.
Emerging players
- DAWN: Modern marketing model portfolio of specialist agencies with centralized data science and analytics. Active is DAWN's exclusive Barter agency; comparable in providing advanced analytics-driven media and marketing services to enterprise clients.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Active International social profiles
Digital presenceActive International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active International leadership team
Management profileNumber of profiles
Profiles18 records
Active International subsidiaries and ownership
Company hierarchySubsidiaries2 records
Active International funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active International M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active International
What does Active International do?
Active International is a corporate trade and full-service omnichannel media company that helps large enterprises monetize underperforming or excess assets—such as slow-moving inventory, real estate, and capital equipment—in exchange for trade credits, which clients then apply against business expenditures like media, travel, and freight. It pairs this corporate trade model with media buying/planning and a suite of business services.
Is Active International a public or private company?
Active International is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Active International founded?
Active International was founded in 1984. It employs 501 to 1,000 people.
Where is Active International based?
Active International is headquartered in Pearl River, United States, in the North America region.
How does Active International make money?
Four revenue lines are on record. Corporate Trade / Barter Services are the primary driver. The others are media Placement and Buying, data and Targeting Solutions and asset Disposition / Merchandise Sales.
Who are Active International's main competitors?
Broad incumbents on record are Publicis Media, IPG Mediabrands, GroupM and Omnicom Media Group. Direct peers are Havas Media, ITEX Corporation, Bartercard, Involved Media and Zenith Media. DAWN is listed as an emerging player.
Does Active International have an API?
No public API is recorded for Active International.