Adotas – Answers Served: Operative Discusses Solbright Acquisition

ADOTAS – On the heels of the launch of its Operative.One platform for connecting the demand and supply sides, Operative acquired Solbright, which develops software assisting publishers in managing online ad revenue and workflow. According to CEO Mike Leo, the acquisition will bolster Operative’s ability to deliver efficient and effective infrastructure for media companies.

Leo took a few minutes to talk about the acquisition as well as the ways in which Operative.One stands out from the pack of end-to-end digital marketing solutions.

ADOTAS: What interested Operative in Solbright?

LEO: Their clients and their employees.

How does this acquisition fit in with Operative’s aims?

This gives the advertising business management category much-needed scale, while Operative gains significantly in market share and a strengthened competitive position. We estimate to now be managing more than 30% of all digital ad spend through our solutions.

The result is greater value delivered for our clients. A more scalable overall business and R&D organization means a broader and deeper set of integrations with demand and supply-side systems, accelerated product innovation, and improvements to the already high level of client service and support we provide today.

What kind of updates will clients notice when Solbright’s technology is integrated into Operative.One? What will be the most useful?

We’ll be working with each and every Solbright client over the next year to upgrade them to our Operative.One platform. Operative.One provides significant next-generation advantages –- for example, a robust product packaging and selling architecture and an enhanced platform for third-party system integration (e.g., Salesforce). The employees who built Solbright and have been working closely with Solbright customers for several years have joined Operative in the continued development and support of Operative.One.