Operative launches unified platform for broadcast ad management

According to the company, the intelligence and automation capabilities integrate natively with its core order management and broadcast management solutions. 

The aim is to enable Operative customers to integrate advertising and content management workflows, 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 omnichannel 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.” 

The launch includes: a new configurable agentic AI platform for ad sales and broadcast operations, named Workforce; AI-powered cross-platform analytics via the application named Insights; Integration Exchange for connecting enterprise systems; and new capabilities across Operative’s advertising operating system (AOS) and broadcast operating system (BOS) platforms. 

The new products enter beta in September 2026, with general availability planned across the portfolio by December 2026.