NEW YORK, April 21 /PRNewswire/ --

- Vedant Sampath Brings Software Development and Product Management Expertise

Operative, a global advertising resource management (ARM) platform provider, today announced the appointment of Vedant Sampath as Chief Technology Officer. In his new role, Vedant will lead the company's overall technology direction and drive Operative's rapid growth and industry leadership. A 20-year veteran of the software technology industry, Vedant joins Operative from Oracle Corporation where he served as Vice President of Software Development.

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

"Many of the challenges that digital media face today were solved by other industries years ago," said Mike Leo, CEO and President of Operative. "Vedant's experience in entrepreneurial execution combined with his knowledge of how other verticals use enterprise software to scale their business will help guide Operative's product strategy and client value."

At Oracle, Vedant led the team responsible for its market-leading Financial Consolidation and Statutory Reporting products. Prior to this position, he served as Vice President of Product Management, leading the product management teams responsible for Hyperion Solutions' (acquired by Oracle) Business Intelligence and Financial Performance Management products. Additionally, Vedant was part of the team at Hyperion that turned around and positioned the company as the industry-leading business performance management software provider.

Vedant's previous experience includes development and product management roles at Platinum Technology (acquired by CA), Claris Software (part of Apple) and Energyline Systems. He was a founder of technology startup Livebinder.com.

"The digital advertising space is expanding rapidly and has outgrown the ad hoc backoffice processes that have been supporting it," said Vedant. "Digital media companies are looking to increase their revenues with better analytics and automation of advertising management processes. I'm excited to join the team at Operative, whose Operative Dashboard offers the industry's richest platform for managing digital advertising processes."

The appointment of Vedant Sampath and Operative's global growth in the past quarter demonstrate the company's dedication to building upon its eight successful years of enabling media publishers to streamline the execution, management and tracking of digital ad campaigns.

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. OperativeDashboard(TM), 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.

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

Meghan Quillinan of Operative, +1-212-994-8906, mquillinan@operative.com, or Bradley Matthews of Text 100 Public Relations, +1-212-331-8439, bmatthews@text100.com, for Operative ; Photo: http://www.newscom.com/cgi-bin/prnh/20070926/OPERATIVELOGO AP Archive: http://photoarchive.ap.org PRN Photo Desk, photodesk@prnewswire.com