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NBC Universal Continues to Use Operative for Online Advertising Operations Support

September 15, 2008

NEW YORK, Sept. 15 /PRNewswire/ — Operative, a global enterprise ad management software and services provider, today announced that NBC Universal used Operative’s software and trafficking services to help execute online ad sales transactions and ad trafficking for NBCOlympics.com, a division of NBC Universal and key online destination for news and features related to the recent Beijing 2008 Olympic Games. For the past two years, Operative has also provided online ad sales and trafficking technology for NBC Universal and iVillage, the leading online destination for women.

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

Operative’s flagship ASP-based software platform, Operative Dashboard(TM), provides NBC Universal, iVillage and NBCOlympics.com with the ad product catalog data needed to efficiently move signed contracts through ad trafficking and reconciliation processes. Operative Dashboard centralizes online advertising management for NBC Universal, iVillage and NBCOlympics.com Web sites, enabling them to report and track online ad campaigns. NBC also uses Operative Managed Services for ad trafficking and quality assurance support. By working with Operative’s onsite and outsourced trafficking teams to implement ads and fulfill advertiser/agency requests, NBCOlympics.com was able to focus on customer satisfaction and package cross-platform video and display ads that captured Olympic viewers’ attention across multiple ad mediums.

“The 2008 Beijing Olympics was the single most ambitious and significant online advertising event NBC has ever created,” said Steven E. Gold, Vice President, Sales Planning & Operations, NBC Universal Digital Media. “Operative’s Dashboard software and services have been a key contributor to NBC Universal’s and iVillage’s digital operations support of internal and more importantly external customer needs over the past few years. Our history with Operative’s scalable software and services gave us the confidence to lean on Operative again to help us execute on a significant volume of ad campaigns for our national sales team and our local affiliate partners participating in the Olympic Zone component of NBCOlympics.com during this monumental event.”

“Major moments for online advertising, like the Olympics, underscore the need for media companies to digitize and streamline their digital advertising business for operational efficiency,” said R. Michael Leo, CEO and President, Operative. “Operative’s success supporting the order management compliance and process through Operative Dashboard and the trafficking support for digital campaigns for NBC Universal, iVillage and NBCOlympics.com highlight our ability to provide on-demand scalability and technology solutions for small, medium and large companies experiencing pivotal advertising situations.”

Operative continues to integrate online ad management software and services across media companies by linking sales, marketing, operations, finance and inventory teams through Operative Dashboard with other major companies like Fox Interactive Media (MySpace), MSN, Reuters and Dow Jones.

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 ad 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 Media. More information about Operative can be found at: operative.com.

About NBC Universal

NBC Universal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80% owned by General Electric and 20% owned by Vivendi.

   For press inquiries:    Meghan Quillinan               Bradley Matthews   Operative                      Text 100 Public Relations   212.994.8906                   212.331.8439   mquillinan@operative.com       bmatthews@text100.com  

Photo: http://www.newscom.com/cgi-bin/prnh/20070926/OPERATIVELOGO

Operative, Inc.

CONTACT: Meghan Quillinan of Operative, +1-212-994-8906,mquillinan@operative.com; or Bradley Matthews, Text 100 Public Relations,+1-212-331-8439, bmatthews@text100.com

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




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