Learn more about life at Operative - what we do and how we work.

2. About Operative

3. New York  London  Sydney
Stockholm  Sao Paolo  Austin
Seattle  Bangalore
Client base of more than
200 media industry leaders
$6 Billion in global ad revenue
running through Operative solutions
We empower sales teams to thrive in today’s market by
equipping them with the tools required to effectively
package products according to buyer needs and access
available inventory in a timely manner.
We provide infrastructure flexibility that enables cross-
channel, multi-platform integration and aggregates system
and inventory data into one architecture – placing our
clients in a better position to maximize yield and achieve
higher CPMs for their inventory.
We build efficiency into our offerings to mitigate operational
complexity, ensure seamless execution and minimize the
costs associated with running a digital ad business.
Automation should not be synonymous with giving up
control of your business. With automation comes greater
business control.
Driving
Sales
Driving
Yield
Driving
Efficiency
In Pursuit
of Automation
About Us

4. Clients and Technology Advisory Board

5. Digital Ad Operations Are Complex

6. CAMPAIGN
EXECUTION
SALES
PROCESS
AD
SERVER
EXCEL
BILLING
Is there Inventory?
Yes
Complete
spreadsheet with
Sale details
Send completed
spreadsheet to Ad Ops
Get IO and creatives
from agency
Reserve
inventory
Enter campaign
information
Monitor performance
and send updates
upon request
Enter campaign
information
Send invoice
to agency
Enter delivery
for billing
BILLING
SYSTEM
RFP
Confirm which delivery maps to original campaigns
Pull delivery, and prepare
reports to send to the agency
and the Finance team
Agency Sales Ad Ops Finance

7. CAMPAIGN
EXECUTION
SALES
PROCESS
AD
SERVER
EXCEL
BILLING
BILLING
SYSTEM
Is there Inventory?
Yes
Complete
spreadsheet with
Sale details
Send completed
spreadsheet to Ad Ops
Get IO and creatives
from agency
Reserve
inventory
Enter campaign
information
Monitor performance
and send updates
upon request
Enter campaign
information
Send invoice
to agency
Enter delivery
for billing
RFP
Confirm which delivery maps to original campaigns
Pull delivery, and prepare
reports to send to the agency
and the Finance team
Agency Sales Ad Ops Finance
Completes RFP with
inaccurate information
Reports inaccurate
inventory
Over-books
inventory
Dissatisfied
client
Campaign
under-delivers

8. CAMPAIGN
EXECUTION
SALES
PROCESS
AD
SERVER
EXCEL
BILLING
BILLING
SYSTEM
Is there Inventory?
Yes
Complete
spreadsheet with
Sale details
Send completed
spreadsheet to Ad Ops
Get IO and creatives
from agency
Reserve
inventory
Enter campaign
information
Monitor performance
and send updates
upon request
Enter campaign
information
Send invoice
to agency
Enter delivery
for billing
RFP
Confirm which delivery maps to original campaigns
Pull delivery, and prepare
reports to send to the agency
and the Finance team
Agency Sales Ad Ops Finance
Billing
error
Check error with Ad Ops
Identifies error and sends updated numbers
Updates billing system
Issues
makegood

9. Advertising. Yesterday, Difficult. Today, Overwhelming...
Display
Ad Server
Display
Ad Server
3rd Party
Ad Server
Display
Ad server
Multiple Sales
Channels
Multiple Buyer
Types
Display
Display
Display
Mobile
Video
Owned & Operated
Acquired
Inventory
Owned and Operated
Inventory
Acquired
Inventory
Display
Display
Display
Mobile
Video
Ad Server
Mobile
Ad server
Video
Ad Server
Display
Display
Display
Ad Server

10. Digital Advertising: The Challenges
Running a profitable media company is becoming more complicated:
> Advertising Sales/Ops is increasingly complex
> Customers requirements are becoming more demanding
> Traditional publishers must be digitally innovative to compete
> Scaling without disrupting everyday business
> It is harder than ever to understand how your business is really performing

11. Where Does Operative Fit?

12. Solutions
Ad Serving Outsourced Services
Technical training, support and resale.
> Ad server set up and configuration
> Training Ad Ops teams
> General trafficking best practices
> Publisher and agency ad servers
> Troubleshooting specific technical
issues
Software
End-to-end digital advertising system
> Bringing together people, processes
and technologies for end-to-end
business transparency
Capturing new revenue opportunities
without disrupting everyday business.
> Increase the efficiency across the
organization to reduce operational
costs
Trafficking ads with <1% error rates.
> Entering campaigns into the ad server
> Generating tracking pixels for
implementation
> Creative acquisition
> Testing and uploading creative
(standard and rich media)
> Creative modifications

13. Powering Sales, Ad Ops and Finance in One Central Hub
We power your digital ad business. Our cloud-based software hub integrates your
current third-party technologies, giving you complete control over your entire
advertising ecosystem. Operative enables you to accurately sell, execute and bill
media products, generating more revenue and saving time
D E M A N D
> Collect and Package all your
media products in one
system
> Create high-yield packages
> Enable sellers to quickly
create and manage
integrated proposals
W O R K F L O W
> Routing appropriate
instructions / alerts
> Strong internal controls and
approvals
> Create single source of truth
for creating, trafficking and
managing orders
T E C H N O L O G Y
> Support of wide range of
technologies across
functions - ad serving, billing,
CRM, reporting, dynamic
data exchange and
automated pushes
R E P O R T I N G
> One system of record / one
single source of truth
> Powerful data processing to
maximize insights
> Flexible Data Feed for 3rd
party reporting systems
> Ability to warehouse data for
security

14. Operative’s Impact
Operative clients’ CPM growth outpaced the industry by more than 14 times the
industrial average in 2012
Decrease the amount of time devoted to RFP response by 75%
Reduce billing time by more than 50%
28% time savings from eliminating double entry via multiple systems
15% efficiency gain from error reduction
Automate reporting across multiple systems to reduce time spent on manual retrieval
by up to 70%
>
>
>
>
>
>

15. Inside Operative’s Software Platform

16. Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
New Edit Delete
Submit for Approval
Add Remove
▲
▼
▲
▼
Order List
Walt Disney – World Cup Brazil ‘14
Johnson & Johnson Dove Winter
Coca-Cola Xmas Promotion 2013
Order Details
Id: 67499154 Version: 1.0 Stage: 100% Closed/Won
Advertiser: Johnson & Johnson Start Date: 01-Nov-13
Buying Agency: OMD End Date: 31-Mar-14
Plan Net Value: 357K EUR Sales Representative: Céline Lefebvre
Media Plan
Line Items Start Date End Date Cost Qty. Price Discount Avails
Display MPU 300x225 01-Nov-13 31-Mar-14 CPC 1,500K €10 20%
Pre-Roll Video 15s 01-Nov-13 31-Mar-14 CPM 800 €97 20%
Mobile Homepage Takeover 01-Nov-13 31-Mar-14 CPM 30,000 €50 20%
- Sales Module
Add
▲
▼
▲
▼
- Cross Platform Catalogue
AddProduct List
Display MPU 300x255
Pre-Roll Video 15s
Player Skin Background
Package List
Exclusive Sponsorship
Mobile Homepage Takeover
Roadblock
Digital Ad Flow: Sales, AdOps, Finance, Execs

17. New Edit Delete
Submit for Approval
Add Remove
▲
▼
▲
▼
Order List
Walt Disney – World Cup Brazil ‘14
Johnson & Johnson Dove Winter
Coca-Cola Xmas Promotion 2013
Order Details
Id: 67499154 Version: 1.0 Stage: 100% Closed/Won
Advertiser: Johnson & Johnson Start Date: 01-Nov-13
Buying Agency: OMD End Date: 31-Mar-14
Plan Net Value: 357K EUR Sales Representative: Céline Lefebvre
Media Plan
Line Items Start Date End Date Cost Qty. Price Discount Avails
Display MPU 300x225 01-Nov-13 31-Mar-14 CPC 1,500K €10 20%
Pre-Roll Video 15s 01-Nov-13 31-Mar-14 CPM 800 €97 20%
Mobile Homepage Takeover 01-Nov-13 31-Mar-14 CPM 30,000 €50 20%
Targets Inventory Availability
Location: UK, Europe
Sex: Female
Age: 25-40
Status: Single, Married
- Sales Module
300K
200K
100K
0K
Nov-13 Dec-13 Jan-14 Feb-14 Mar-14
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs

18. Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Approve Reject
▲
▼
- Sales Module
Order List
Walt Disney – World Cup Brazil ‘14
Johnson & Johnson Dove Winter
Coca-Cola Xmas Promotion 2013
Order Approvals
2 Required Approval(s) Remaining
In progress: assigned to Legal Approval Group. The billing account on this order does not have an approved
credit status. Wait for approval from credit controls.
In progress: assigned to Digital Inventory Approval Group. This order requires a digital inventory approval.
Automatically approved by System
Automatically rejected by System: "Deal Minimum < $1000"
Digital Ad Flow: Sales, AdOps, Finance, Execs

19. Digital Ad Flow: Sales, AdOps, Finance, Execs
Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Split Ticket Assign To Push to Ad-Server
▲
▼
- Ad Operations Module
Ticket Queue
Push Id Ticket Name Line Items Status Assigned To
155 155_Walt_Disney_World_Cup_Brazil_14 20 Pre-Production Kelly Preston
134 134_Johnson_&_Johnson_Dove_Winter 76 Production Melissa Adams
198 198_Coca_Cola_Xmas_Promotion_2013 254 Active Maria Athayde
Line Items
Id Prefix Line Item Name Status Source Start Date End Date
1 134_1 Display MPU 300x225 Pushed OpenX 01-Nov-13 31-Mar-14
2 134_2 Pre-Roll Video 15s Pushed FreeWheel 01-Nov-13 31-Mar-14
3 134_3 Mobile Homepage Takeover Pushed DoubleClick 01-Nov-13 31-Mar-14 ▲
▼
Display
Mobile
Video

20. Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs
▲
▼
- Finance Module
Lock Edit Push to Finance
Invoice List Billing Period: Dec-13 Company: Johnson & Johnson
Id Invoice Name Status Amount Sold Impress. Deliv. Impress.
35 Nov 13 – Johnson & Johnson Winter 13 Locked €178,562.0 543,500,000 555,600,000
228 Dec 13 – Johnson & Johnson Winter 13 Locked €178,562.0 543,500,000 562,100,000
311 Jan 14 – Johnson & Johnson Winter 13 Active €178,562.0 543,500,000 544,800,000
Payment List
Id Payment Name Amount
186 15 Dec 13 – Johnson & Johnson Winter 13 €89,281.0
187 31 Dec 13 – Johnson & Johnson Winter 13 €89,281.0
▲
▼
Delivery Data Billing Data

21. Build an Offer
Check Inventory
Confirm an Order
Traffic an Order
Reconcile an Order
Measure Performance
Digital Ad Flow: Sales, AdOps, Finance, Execs
▲
- Reports Module
Export
▲
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▲
▲
▲
▲
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Available Reports Report
Sales Reports Data 1 Data 2 Data 3 Data 4 Data 5
Media Property Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Campaign Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Partner Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Ad Ops Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Administrator Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Inventory Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Finance Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Customer Reports XXXXXXXXXXXXXXXX XXXXXX XXXXXX XXXXX XXXXX
Report Data

22. Life At Operative

23. We run a pretty slick operation…
Operative is one of the fastest growing ad tech companies on Silicon Alley.
Our office is a fun, dynamic space filled with amazing engineers, a passionate
sales team, and all of the tech company must-haves: ping pong, foosball,
bagel Wednesdays, company parties, and more.

24. Join Us!