Operative Extends Portfolio to Include Online Advertising Capabilities from ADTECH

Strategic partnership streamlines integrated ad management and process panagement for digital publishers

New York, NY – March 3, 2008. Operative, a global technology and ad operations services provider, today announced a reseller partnership with ADTECH, provider of integrated ad management.  This alliance will enable digital publishers to leverage best of breed integrated ad management technologies and operational support services through one touch point.

Through the partnership, customers of ADTECH and Operative can tap into Operative’s ad trafficking and campaign management expertise, as well as competitive ad serving rates utilizing ADTECH.   Publishers will benefit from Operative’s robust Managed Services team to help users better understand and maximise the full functionality of the ad server, as well as drive optimal campaign performance from the onset.
“By partnering with Operative we can offer customers additional and optional value added services such as outsourced operations (trafficking) and a sales order processing solution,” said Dirk Freytag, CEO, ADTECH.  “They have a great track record for advising and simplifying ad operations for its customers. This partnership is another step toward advancing widespread adoption of our digital marketing solutions.”

“Operative is excited about working with ADTECH – a company that is adapting and growing in line and ahead of market requirements,” said Mike Leo, CEO and President, Operative.  “We believe partnerships that bring together complementary solutions will enable our customers to scale their business while providing deep advertiser value.”

To learn more about ADTECH’s ad serving technology, please visit www.operative.com or www.adtechus.com.

ADTECH is an international leader of digital marketing solutions. The company’s flagship product is the Helios IQ ad serving platform. It enables web publishers to manage, serve and evaluate virtually any kind of online advertising campaign including display, video and mobile formats. The Helios IQ ad serving platform differentiates itself via its scalable, enterprise-class infrastructure and publisher-friendly tools, providing publishers with increased efficiency, reliability and ROI for their online advertising business. Founded in 1998 and headquartered in Frankfurt, Germany, ADTECH is an independent and wholly-owned subsidiary of AOL’s Advertising.com division. Globally, ADTECH AG works with customers in more than 25 countries.

About Operative
Established in 2000, Operative is a global organisation that provides its clients with technology and services to improve all aspects of their advertising operations lifecycle, from pre-sale to collections, trafficking to reconciliation. OperativeDashboard™, an ASP software solution, is an end-to-end workflow management platform that enables media publishers to automate contract management, product packaging and pricing, inventory management, campaign reporting and revenue recognition. Operative’s client base includes The Wall Street Journal, The Economist, MSN, Smart Money, iVillage, NBC Universal, and National Public Broadcasting. More information about Operative can be found at: operative.com.