NEW YORK and LONDON, January 6 /PRNewswire/ --

Operative, a global advertising revenue management (ARM) technology and
services provider, announced today that it has reached a new strategic
partnership with ADTECH, a leading provider of ad-serving technology as an
independently operated unit within AOL's Platform-A advertising business.
Together, both companies will integrate their technologies to provide
streamlined online advertising management capabilities for digital publishers
worldwide.

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

This partnership will allow publishers to use Operative's centralized
enterprise software, Operative Dashboard(TM), 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. Over the
past 12 months, Operative's revenue has grown 58%. Operative's impressive
client base includes some of the world's foremost digital publishers such as
National Public Media, Dow Jones, NAVTEQ, NBC Universal and MSN. ADTECH
currently serves 70 billion ad impressions per month, working with customers
in over 25 countries. The combined strengths will 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.

"Digital publishers are looking for a one-stop-shop to deliver
full-service ad management capabilities, and ADTECH's partnership with
Operative will provide our joint customers with the flexibility and
scalability to grow their businesses while maintaining the control and
transparency to make smarter organizational decisions," said Dirk Freytag,
CEO of ADTECH. "Operative has a fantastic track record for simplifying its
customers' digital operations, and this partnership will help us focus on
increasing the adoption of ADTECH's digital marketing solutions."

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

About ADTECH

ADTECH is a leading international supplier of digital marketing
solutions. The company's flagship product is the Helios IQ ad serving
platform. It enables publishers, ad networks and agencies to manage, serve
and evaluate virtually any kind of online ad campaign -- including display,
video and mobile formats. Helios IQ differentiates itself via its scalable,
enterprise-class infrastructure and user-friendly tools, providing our
customers with increased efficiency, reliability and ROI for their online
advertising business. ADTECH is a wholly-owned subsidiary of Platform-A's
Advertising.com. Visit www.adtechus.com for more information.

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. Operative Dashboard(TM), an ASP software solution, is an
end-to-end advertising revenue management (ARM) 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, MSN, Smart Money, iVillage, NBC
Universal, and National Public Media. More information about Operative can be
found at http://www.operative.com.