NAVTEQ Selects Operative for Online and Mobile Advertising Inventory Management

NYC, NY – April 7, 2008 – Operative, a global advertising resource management (ARM) technology and services provider, today announced that NAVTEQ, a leading provider of comprehensive digital map information, turned to Operative to help manage online and mobile advertising inventory for solutions such as, a leading source of traffic information for consumers and businesses.

NAVTEQ will deploy Operative’s flagship product, Operative Dashboard™, ARM technology across the NAVTEQ Media Solutions interactive advertising suite, which includes mobile and online ad platforms. Operative Dashboard™ will accommodate a seamless integration with NAVTEQ’s ad serving technologies and systems, providing a single process and dataset that streamlines workflow for digital ad execution.

“ selected Operative because of its proven track record and advertising campaign optimization abilities,” stated David Klein, vice president, NAVTEQ Advertising Sales. “By integrating Operative’s services, we will be able to provide a comprehensive media solutions package that will enhance our efforts to meet customer objectives.”

“As companies like NAVTEQ continue to innovate and expand advertiser opportunities, it is imperative that they adopt multiple technologies within multiple media channels,” said R. Michael Leo, CEO and president, Operative. “Operative is the only company that is agnostic to these technologies. We provide the business platform that allows our clients to quickly implement and easily interchange technology partners without disrupting daily operations. NAVTEQ is in a fast moving environment and requires that service providers grow with them.”

With one process and one data set, Operative will provide increased transparency into the analytics to enhance business decisions and centralize the advertising inventory. Operative has integrated online ad operations across clients’ advertising products by linking sales, marketing, finance and inventory teams through Operative Dashboard™ with companies like Fox Interactive Media (MySpace) and Dow Jones.


NAVTEQ is a leading provider of comprehensive digital map information for automotive navigation systems, mobile navigation devices, Internet-based mapping applications, and government and business solutions. NAVTEQ creates the digital maps and map content that power navigation and location-based services solutions around the world. The Chicago-based company was founded in 1985 and has over 3,300 employees located in 174 offices in 32 countries.

NAVTEQ and NAVTEQ Traffic are trademarks in the U.S. and other countries. All rights reserved.