Operative partners with GraySwan

The aim is to provide advertising and revenue teams with immediate, natural-language access to business intelligence across supply, demand, pricing, and delivery.

Operative stated that it is introducing a new AI-driven approach to operational visibility that aims to turn revenue data into real-time action, noting that media companies are under pressure to manage converged linear, streaming, and digital ad businesses more efficiently.

Nick Thor, Head of AI at Operative, said: “Media companies need flexible, unified insights to drive their converged linear, streaming, and digital businesses. Being at the forefront of linear streaming, Operative partnered with GraySwan to bring our customers AI-driven observability, so they have insights that make business intelligence accessible, immediate, and integrated into workflows.”

Operative explained that GraySwan functions as a fully managed AI observability layer for advertising operations data. Through this partnership, its agentic system will continuously monitor performance signals across supply, demand, pricing, and delivery, enabling actionability to Operative customers. Media companies can pose natural-language business get visual and data-driven answers to questions around new revenue opportunities, loss prevention, and inventory and price optimisations for improved yield.