Operative, a leading provider of advertising management solutions for some of the world’s largest media companies, has expanded its long-standing collaboration with Oracle by moving its AOS intelligent media management platform onto Oracle Cloud Infrastructure (OCI). The move, builds on more than 20 years of partnership and promises greater performance, scalability, and cost efficiency for global media organizations navigating an increasingly converged advertising environment.
As the industry continues to blur the lines between linear, digital, and streaming channels, hosting AOS on OCI offers media operators a robust, cloud-native backbone for centralizing IT operations, streamlining ad sales workflows, and modernizing revenue management systems. OCI’s capabilities also enable seamless access to Oracle Database within Operative’s platform, along with advanced compute and storage, serverless hosting, and Oracle’s hallmark enterprise-grade security, high-speed performance, and predictable pricing models.
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“Since 2001, our partnership with Operative has powered some of the largest media companies in the world,” said Yael Har‑Even, Oracle’s Israel country manager. “By bringing AOS to OCI, we’re combining industry-leading cloud performance with Operative’s advanced workflow solutions to help customers grow confidently in a complex, converged media ecosystem.”
AOS is designed to integrate revenue operations across television, digital, and streaming services, providing unified tools for packaging, pricing, selling, and inventory management. This new OCI deployment connects AOS with other Operative products already hosted on the platform, including OnAir and IBMS, as well as Adeline, the company’s generative AI solution for forecasting, yield optimization, and process automation.
Among the benefits of AOS on OCI are its ability to handle converged media workflows across all formats and markets, support for a wide range of sales models from national and local to digital-first flexible integration options for hybrid operations, and AI-driven capabilities to improve decision-making and campaign performance. All of this runs atop Oracle’s trusted, high-performance cloud infrastructure, ensuring secure, reliable operations at scale.
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Ben Tatta, Operative’s Chief Commercial Officer, described the expansion as “a smarter, more flexible way for media companies to manage and grow their advertising businesses.” He added that the initiative reflects Operative’s commitment to helping clients embrace innovation, adopt AI-powered tools, and leverage cloud interoperability to thrive in today’s fast-evolving media marketplace.
With this strategic move, Operative and Oracle are positioning their joint platform to meet the increasing demands of integrated ad sales offering a future-ready foundation for growth in an industry defined by constant change.
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