Operative and Rapt Inc. Announce Digital Media Integration Alliance

Alliance delivers best-of-breed monetization technology, strategic advisory services, and operational support for digital media marketplace

New York — June 19, 2007 — Operative, the leading provider of ad management platform solutions, consulting, and managed ad trafficking services, and Rapt Inc., the leading provider of media monetization solutions, today announced a strategic alliance, drawing on each company's core strengths to drive greater value to digital media clients. This alliance is focused on delivering solutions to help clients maximize revenue and profitability through improved pricing practices, inventory management, and operational efficiency.

The alliance brings together the considerable expertise and assets of these two firms. Operative is the long-standing leader in the media operations arena, helping publishers and agencies implement tools and processes that provide scalability and operational efficiency for their digital advertising. Rapt, through a unique combination of technology and strategic advisory services, has pioneered the media monetization space, redefining the ways in which advertising supported businesses approach the pricing and management of audience, content, and advertising assets.

"It is core to our platform strategy to simplify the processes of digital advertising through strategic integration," says R. Michael Leo, Operative's CEO and President. "As we continue to grow our ad management platform, it is imperative that we provide full integration and interoperability with best-of-breed solutions such as Rapt's industry leading pricing and inventory technologies. The alliance will give both companies greater leverage in providing innovative solutions that drive revenue and efficiencies for our publisher clients."

Tom Chavez, founder and CEO of Rapt adds: "Operative is a clear leader in the market, providing services and software solutions to support publisher and agency advertising operations. We are excited to have the opportunity to work closely with their team. Together, we're responding to the overwhelming market demand for tighter alignment across the platform ecosystem, and, through this alliance, we will begin delivering even greater value for our mutual clients."

Effective immediately, Operative and Rapt will be working together to provide digital media publishers with improved monetization capabilities through joint advisory services and integration of their respective solutions. The alliance is a first-to-market strategy for both companies, drawing on their individual strengths, aligning solution and services offerings, and ensuring faster time-to-value and improved operational efficiency for media companies.

 

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. OperativeDashboardT, 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.

About Rapt Inc.

Rapt Inc. is the leading provider of media monetization solutions. These solutions help companies achieve and sustain profit and revenue growth objectives through the deployment of proprietary technology and strategic advisory and analytic services. Rapt's software enables companies to price, predict, and provision their advertising assets, while Rapt's services help companies design and implement best-practice revenue management processes across their organization. Rapt's client base includes CNET Networks, Dow Jones & Company, Microsoft, MTV Networks, NBC Universal, TACODA, The Weather Channel Interactive, Yahoo!, and others. More information about Rapt can be found at: www.rapt.com.