How best to transform & operate on a 3-in-1 unified digital platform
To provide media companies with intelligence and automation capabilities that integrate natively with its core order management and broadcast management solutions, Operative has announced a slate of new products developed on its unified platform.
The new products enable Operative customers to rapidly integrate end-to-end advertising and content management workflows, to accelerate revenue growth and increase efficiency with an agentic ecosystem of connected intelligence, smart automation, and unified omnichannel operations.
Dang Ly, Chief Product & Technology Officer, Operative, said, “Media companies are transforming themselves to win in an era of omni-channel platforms, digital-first distribution, and AI-powered workflows.
“Operative has built a unified platform that combines open design with native AI architecture to accelerate our customers’ transformation and provide them with value now.”
Operative’s new products are organised across three value streams. Omni-channel Management brings together its Advertising Operating System (AOS) and Broadcast Operating System (BOS) advanced solutions, unifying fragmented linear and digital ad operations — from sales and inventory management to scheduling and planning — on a single cloud-based platform.
Connected Intelligence combines a cross-platform data and analytics layer with an integration exchange, enabling AI-powered business intelligence, natural language querying, and streamlined enterprise workflow connectivity.
Smart Workforce introduces an agentic AI automation platform built on Operative’s Model Context Protocol (MCP) framework, allowing ad sales and broadcast operations teams to automate everyday workflows through configurable, no-code agent templates with full audit and human oversight controls.
Calling the new features a structural repositioning of Operative’s core strategy built on automation, data and integrations, Michael Napodano, CEO, Operative, added, “We’ve evolved from a portfolio of application solutions into a unified platform designed for a connected agentic ecosystem without forcing customers to wait.
“They get measurable value today while being architected for exponential capabilities that will redefine their operations in the future.
“That’s the real shift — a platform that works for customers right now and scales with their ambitions. Innovation and continuity aren’t a choice anymore, and the momentum our customers feel today is just the beginning.”
