Operative Launches AI-Powered Platform to Unify Media Monetization

NEW YORK, NY – January 05, 2026 – Operative, a major provider of advertising management solutions for global media companies, today announced the launch of its new AOS Services Platform. The platform is engineered to serve as a foundational architecture for media giants grappling with the complexities of monetizing content across a sprawling ecosystem of linear, streaming, and digital channels.

This new offering aims to standardize core advertising operations while integrating a powerful artificial intelligence layer, providing a unified system to manage revenue in an increasingly fragmented market. The move comes as media companies face intense pressure to streamline operations and find new efficiencies. Operative's client roster, which includes industry leaders like Fox, NBCUniversal, and Disney/ABC, underscores the high stakes involved in modernizing the technological backbone of ad sales.

“Media businesses have reached an era where they need to be everywhere for audiences and advertisers. As they navigate an environment defined by multi-channel, audience-first monetization, adaptability and scale are essential,” said Michael Napodano, CEO of Operative. “The new AOS Services Platform provides a standardized foundation of services for linear and streaming revenue, with intelligence and flexibility built in so media companies can move faster, innovate with confidence, and differentiate where it matters most.”

Navigating a Fragmented Media Landscape

The launch of the AOS Services Platform arrives at a critical juncture for the media industry. For years, the steady migration of audiences from traditional broadcast television to a vast array of digital platforms has created a complex and often chaotic advertising environment. With digital ad revenue projected to account for 80% of the global total by 2029, media companies can no longer treat linear and digital sales as separate endeavors. However, merging them has proven to be a significant operational challenge.

The landscape is a puzzle of disparate systems. A single media conglomerate may be selling ad inventory across linear television, its own streaming services, connected TV (CTV) apps, websites, and social media. Each of these channels often comes with its own data formats, sales processes, and measurement standards, leading to siloed information and inefficient workflows. This fragmentation not only increases operational costs but also hinders the ability to offer advertisers the seamless, cross-platform campaigns they demand.

Furthermore, the rise of AI is reshaping expectations. Advertisers are leveraging AI for hyper-personalized targeting and real-time bidding, while consumers expect more relevant content and ad experiences. For media publishers, harnessing AI is no longer a luxury but a necessity for survival, yet many AI projects fail to deliver on their promise due to a lack of proper integration into core business workflows.

A Unified Foundation for Monetization

Operative's AOS Services Platform is designed to address these challenges head-on by providing a central, standardized layer for advertising operations. Instead of a patchwork of different tools, the platform offers a modular suite of core services that can manage the entire monetization lifecycle, from initial planning to final billing, across all channels.

The platform's key modules are built to create a cohesive whole. Its Core OMS Services create a single source of truth for essential data like product catalogs, rate cards, inventory, and orders, ensuring consistency across both linear and digital sales. This is supported by an API-First, Integration-Ready Architecture, which allows media companies to connect the platform to their existing systems—whether homegrown or from other vendors—and build custom applications on top without reinventing fundamental logic.

This flexibility is crucial for large enterprises like Fox Corporation and Sinclair Broadcast Group, both of which have previously partnered with Operative to unify their sales operations on the underlying AOS technology. Such companies often have complex, hybrid technology stacks, and an API-first approach allows them to adopt new capabilities in a phased manner without ripping and replacing their entire infrastructure. A Built-In Trust Layer further ensures that all operations, whether manual or automated, adhere to enterprise-grade security, governance, and privacy standards—a critical feature in an era of stringent data regulations like GDPR and CCPA.

Embedding Intelligence into Ad Operations

A central pillar of the new platform is its AI-enablement layer, which Operative calls “Intelligence Connected to Execution.” This philosophy moves beyond offering AI as a separate analytics dashboard and instead embeds it directly into the workflows where sales and operations teams do their jobs. The goal is to make intelligence an active participant in the monetization process.

This is exemplified by capabilities like AI-driven proposal building, where the system can ingest a request for proposal (RFP) and automatically generate an optimized media plan that spans multiple channels. By analyzing available inventory, audience targets, and pricing models in real-time, the platform can assemble ad packages that would take a human planner hours or days to construct manually. This not only accelerates the sales cycle but also helps maximize yield by identifying the most profitable use of ad inventory.

According to company materials, this embedded intelligence extends to a conversational AI layer named Adeline AI, which uses natural language processing to allow users to interact with the system through voice or text commands. A sales executive could, for instance, ask the system to “build a proposal for a client with a $500,000 budget targeting males 18-34 across our sports properties,” and receive a fully formed plan in moments. This approach aims to reduce reliance on complex software interfaces and make powerful data and automation accessible to a broader range of users.

The Strategic Imperative for Media Giants

For the world's largest media companies, the AOS Services Platform is positioned as more than just an operational tool; it is a strategic investment in future agility. The platform's architecture is designed to provide a stable, scalable foundation that manages the commoditized aspects of ad sales, freeing up resources to focus on innovation and creating unique value propositions. By standardizing the basics, companies can more effectively experiment with new ad formats, business models, and audience engagement strategies.

Industry analysts note that moving from “data chaos to data intelligence” is one of the most significant hurdles for media companies today. The ability to connect, unify, and activate cross-platform data is essential for delivering the superior outcomes advertisers expect. Early adopters of Operative's AOS technology, such as Fox, have already demonstrated the value of this unified approach, enabling them to unlock multi-product deals and gain a holistic view of their commercial offerings.

By providing a common framework for data and execution, the AOS Services Platform helps prevent the data fragmentation that plagues many large organizations. It ensures consistent execution, real-time visibility into performance, and the secure extensibility needed to adapt to whatever comes next, from new measurement currencies to entirely new media platforms. In a market defined by constant change, this foundational stability may prove to be the most critical asset of all.