NEW YORK, April 21 /PRNewswire/ --

- Vedant Sampath Brings Software Development and Product Management 
Expertise

Operative, a global advertising resource management (ARM) platform
provider, today announced the appointment of Vedant Sampath as Chief
Technology Officer. In his new role, Vedant will lead the company's overall
technology direction and drive Operative's rapid growth and industry
leadership. A 20-year veteran of the software technology industry, Vedant
joins Operative from Oracle Corporation where he served as Vice President of
Software Development.

(Logo: http://www.newscom.com/cgi-bin/prnh/20070926/OPERATIVELOGO )

"Many of the challenges that digital media face today were solved by
other industries years ago," said Mike Leo, CEO and President of Operative.
"Vedant's experience in entrepreneurial execution combined with his knowledge
of how other verticals use enterprise software to scale their business will
help guide Operative's product strategy and client value."

At Oracle, Vedant led the team responsible for its market-leading
Financial Consolidation and Statutory Reporting products. Prior to this
position, he served as Vice President of Product Management, leading the
product management teams responsible for Hyperion Solutions' (acquired by
Oracle) Business Intelligence and Financial Performance Management products.
Additionally, Vedant was part of the team at Hyperion that turned around and
positioned the company as the industry-leading business performance
management software provider.

Vedant's previous experience includes development and product management
roles at Platinum Technology (acquired by CA), Claris Software (part of
Apple) and Energyline Systems. He was a founder of technology startup
Livebinder.com.

"The digital advertising space is expanding rapidly and has outgrown the
ad hoc backoffice processes that have been supporting it," said Vedant.
"Digital media companies are looking to increase their revenues with better
analytics and automation of advertising management processes. I'm excited to
join the team at Operative, whose Operative Dashboard offers the industry's
richest platform for managing digital advertising processes."

The appointment of Vedant Sampath and Operative's global growth in the
past quarter demonstrate the company's dedication to building upon its eight
successful years of enabling media publishers to streamline the execution,
management and tracking of digital ad campaigns.

About Operative

Established in 2000, Operative is a global organization that provides its
clients with technology and services to improve all aspects of their
advertising operations lifecycle, from pre-sale to collections, trafficking
to reconciliation. OperativeDashboard(TM), an ASP software solution, is an 
end-to-end workflow management platform that enables media publishers to
automate contract management, product packaging and pricing, inventory
management, campaign reporting and revenue recognition. Operative's client
base includes The Wall Street Journal, The Economist, MSN, Smart Money,
iVillage, NBC Universal, and National Public Broadcasting. More information
about Operative can be found at: www.operative.com.

Web site: http://www.operative.com