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January 11, 2009

Adtech and Operative announce partnership

To streamline online advertising management capabilities

By CBR Staff Writer

US-based Operative, a provider of advertising revenue management technology and services, and Germany-based Adtech, a provider of ad-serving technology as an independently operated unit within AOL’s Platform-A advertising business, have announced a new strategic partnership, according to which the companies will integrate their technologies to provide streamlined online advertising management capabilities for digital publishers worldwide.

According to Operative, the partnership is expected to allow publishers to use its centralized enterprise software, Operative Dashboard, as their business platform for ad sales management, ad trafficking, campaign management and billing, while leveraging push and pull functionality with Adtech’s ad server data.

The combined strengths are expected to enable Operative and Adtech to significantly expand their respective reach into new markets, while empowering digital publishers with the best tools and technologies to streamline their ad operations and monetize ad inventory.

Mike Leo, CEO and president of Operative, said: Building upon our existing presence in the US and Europe, Operative partnered with Adtech because it is a rapidly growing ad-serving vehicle, and its technology continues to exceed market requirements. Together, our complementary solutions will enable customers to scale their businesses and deliver significant advertiser value.

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