Trafficmac Unveils Its New Brand: Operative
Company Changes Name in Europe to Reflect Increased Focus on Software, Consulting and Services for Global Client Base

London, UK – June 12 2006 – Trafficmac, the leading provider of ad operations software, technology and outsourcing services around the world, has re-branded in Europe. The company confirmed today the adoption of its US parent company’s name and brand – Operative, to reflect the growth and success of its software, consulting and services businesses. To accommodate the dramatic growth of the UK business it has also today relocated to its new larger premises in Heddon Street, London.

"Our business has grown four-fold in the past two year as we've become more involved in - and provide more value to - our clients' operations," said Michael Leo, Operative's CEO. " We changed our name to Operative to reflect the transformation we’re seeing in the industry and how we've shifted our company's focus to better address these new market dynamics."

Established in 2000, primarily as an outsourced ad trafficking and campaign management company, Operative is now a global organisation that provides its clients with the ability to improve all aspects of their advertising operations lifecycle, from pre-sale to collections, trafficking to billing.

In the UK, Operative manages more than 52,000 ad insertions a month for web publishers as large as MSN, Tesco, The Economist and, and as small and specifically focused as The Register and The company also manages ad operations for agencies and media companies including MindShare and Walker, streamlining their ad operations and optimising performance efficiency.

"The online advertising industry has witnessed extraordinary change over the past five years - from rich media and broadband penetration to behavioural targeting to the influx of subscription. Now more than ever, publishers and agencies are realising that outstanding ad operations is key to continued innovation and growth," said Mr. Leo. “To retain our high level of success it is critical that, as a company, we’re able to change and develop with the industry. Our new strategy is based on a fundamental belief that internal advancements can radically affect the way publishers and agencies do business and ultimately change the face of interactive advertising."

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About Operative
Operative enables interactive publishers and agencies to meet the demands of an increasingly dynamic Internet marketplace and to improve their bottom lines by providing expert management of ad operations through their industry-leading technology and truly obsessive service. Operative's flagship subscription-based software - accessed by clients via the Operative Dashboard, an ASP software solution - automates the entire ad operations process, from insertion order through trafficking, campaign optimisation through CRM, with sales force automation built in. Headquartered in New York City with its international base in London and offices around the world, Operative provides a full range of outsourced ad operations to many of the world's leading media companies including The Wall Street Journal, The Economist, MSN, Omnicom, and WPP. For more information, please visit:

Contacts :

Diane Canady
Tel : 020 7025 8900

Strategic Alliance International
Dulcie McLerie / Amy Redhead
Tel : +44 1494 434434
Email : Dulciem/

Published on: 12:00AM on 12th June 2006