Operative Acquires London-based Lemon Traffic

Growth of European Market to be Managed by Consolidated Company in London

London (UK), December 11, 2006 - Operative, the leading provider of ad operations software, consulting and outsourcing services, announced today that it has acquired Lemon Traffic. Lemon Traffic, a London-based division of Lemon Foundation, will cease operating as Lemon Traffic and all operations will be folded into Operative.

Founded by internet expert Matthew O'Riordan, the owner of Lemon Foundation, Lemon Studios and e-Consultancy and Joni Mallett, Lemon Traffic has managed
ad operations for some of the largest publishers in the UK. As part of
this transaction, Operative will assume all assets of Lemon Traffic. Terms of the deal were not disclosed.

"Our long-term expansion strategy requires us to keep up with the growth of the online ad operations market," said Michael Leo, Operative CEO. "While the growth in the US has been substantial, the growth throughout Europe has been accelerating, necessitating this consolidation and perhaps others to come."

"Operative has become - far and away - the largest company in the ad operations space globally. Its process-driven approach to solving the operational challenges of online advertising created a synergy with Lemon Traffic and we're extremely excited at this opportunity," said Matthew
O'Riordan, who will continue to run Lemon Foundation. "We look forward to
propelling Operative's expansion throughout Europe."

Joni Mallett, who was Managing Director of Lemon Traffic, departs the merged companies to go in-house, becoming head of traffic at Mediarun.


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 AOL, The Wall Street Journal, The Economist, MSN, Business Week Online, iVillage, Omnicom, and WPP. For more information visit www.operative.com

About Lemon Foundation
Lemon Foundation provides online marketing, web development and managed production services. Many companies and leading advertising, new media and PR agencies take advantage of Lemon Foundation's unique specialist digital production services which range from Content Management System integration to Online Advertising to Localisation. Lemon Foundation was set up in 2003 specifically to provide capacity and specialist expertise to agencies, but quickly won direct clients because of its unique offering. Lemon Foundation's direct and agency clients include New Star, SAS (Scandinavian Airlines), ICAP, Habitat, Warner Bros, Signet.

Editor's note: Lemon Foundation in 2008 has rebranded as Lemon Digital to focus entirely on providing digital production services to UK agencies and media owners. www.lemondigital.com

Media Contacts:
Amy Redhead / Nigel Parker
Tel: +44 (0)1494 434434
Email: amyr@strategicpr.net

Published on: 12:00AM on 11th December 2006