Operative, the leading provider of ad operations software, consulting and outsourcing services has launched Dashboard 2.0, an enhanced version of its comprehensive online ad management software that enables publishers to automate the entire ad operations lifecycle from pre-sales to collections, trafficking to reconciliation. Dashboard 2.0 will help publishers maximise the revenue opportunity presented by the dramatic increase in online advertising sales and overcome many of the business challenges presented by this growth, including effective deployment of personnel and how to enhance customer service.

With advertisers allocating significantly larger budgets to the digital ad medium, the online advertising business has become increasingly mission critical to all stakeholders: Publishers, Agencies and Advertisers alike. As a result, not only are publishers being faced with the challenge of how to manage this demand, they also have to address the growing expectation from advertisers looking for targeted brand visibility, track-able ROI and professional customer service in return for their increased advertising spend.

"Digital publishers are experiencing accelerated demand from advertisers, and in order to maximise the revenue opportunity it becomes even more critical to underpin operations with efficient, reliable infrastructure and manage increased expectations of accountability and ROI," says Alexandra White, Director of the Association of Online Publishers (AOP).

“Operative Dashboard delivers operational innovation that transforms mundane processes into strategic advantage,” said Tullio Siragusa, SVP of Global Sales and Account Management. “Our software empowers Publishers to focus on what really matters to them; revenue generation, client relationships and product innovation.”

Online advertising continues to be the fastest growing advertising medium in history. In a very short period, the online digital media channel has evolved from ‘experimental’ to ‘essential’. In 2005 the UK online advertising market was worth £1,366.4 million, up 65 per cent on the previous year stated. It will outstrip magazine advertising in 2006, having already surpassed outdoor advertising last year.

Dashboard 2.0 provides real time visibility into inventory management, financial analysis, product packaging and pricing so publishers can make more informed decisions about how to manage demand and revenue flow more effectively in the future. By eliminating duplication, publishers also benefit from greater agility, responsiveness, and use of existing enterprise systems, allowing them to reduce costs, dramatically improve sales and achieve greater customer satisfaction.

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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: www.operative.com.

Diane Canady
Tel: +44 207 025 8900
Email: dcanady@operative.com

Strategic Alliance International
Dulcie McLerie / Amy Redhead
Tel: +44 1494 434434
Email: dulciem/amyr@strategicpr.net

Published on: 12:00AM on 20th July 2006