Operative is an American advertising company, founded in New York City in 2000. The company has its headquarters in New York City with offices in Los Angeles, London and India, and employs roughly 280 people, providing media companies with ad management technology, ad trafficking services, and business process management consulting. Its current president is Lorne Brown, who replace Mike Leo in 2012. The company has three product lines: Managed Services- which includes campaign management and ad trafficking consultancy, Professional Services- facilitating software implementation and business process consulting, and the Operative Dashboard- an ASP-based web application that aims to allow media publishers to automate contract management, product packaging and pricing, inventory management, campaign reporting and revenue recognition. Its clients include Reuters, Dow Jones, National Public Media, NBC Universal, SmartMoney, Constant Contact and iVillage.