Operative announces integrated solution with Salesforce Media Cloud

Operative, a provider of advertising management solutions, has teamed up with Salesforce, the No. 1 AI customer relationship management (CRM), to deliver an integrated offering for Salesforce Media Cloud customers and their advertising sales businesses. 

This partnership brings together the strengths of Operative’s order management system (OMS) AOS, Salesforce Media Cloud and MuleSoft to deliver an intelligent sales management solution that will enable media companies and advertisers to run unified cross-screen campaigns with increased efficiency and effectiveness.

Operative and Salesforce’s Media Cloud’s Advertising Sales Management solution will provide media companies with access to new automation capabilities, helping customers to drive productivity, improve the accuracy of proposal building, drive higher yield, and generate faster and more actionable campaign insights. Additionally media companies can provide advertisers with improvements, including quicker turnaround on more comprehensive and targeted omnichannel proposals, faster reaction to requests for data, and more sophisticated campaign measurement.

“Together, Operative and Salesforce are delivering an intelligent sales management solution for media and advertising companies to run unified cross-screen campaigns. With our recent Media Cloud integration, we’re able to provide new automation and measurement capabilities that further streamline revenue management and deliver the next generation of insights media companies need to succeed in the future,” said Michael Grossi, CEO at Operative.

Media companies will also soon be able to deliver a fully integrated cross-screen campaign that is targeted, measured and optimised using an advertiser’s first-party data and audience segmentation for more end-to-end transparent measurement. The integration features an AI-based proposal builder, automated revenue scheduling, and the ability to surface deeper measurement and insights across campaigns:

AI proposal building 

Through automated integrations between Operative’s AOS and Salesforce Media Cloud, customers will soon leverage AI tools to speed and optimise the planning and proposal processes. Operative’s AI solution Adeline ingests RFP data directly from Salesforce, dramatically reducing the manual work needed to create a targeted proposal. 

Using voice or text prompts, Adeline instantly generates an accurate proposal option that eliminates hours of tedious work and helps drive increased reach of campaigns and improve yield.

Automated revenue scheduling 

AOS provides a unified system for campaign data, enabling account executives to access on-demand revenue data at a granular level in Salesforce Media Cloud.

“As the industry becomes increasingly fragmented, managing advertising sales has become more complex for media and entertainment companies and often results in inefficiencies across advertising sales and campaign operations,” said Christopher Dean, SVP and GM of Communications, Media & Entertainment at Salesforce. 

“By combining Salesforce’s Advertising Sales Management application with Operative’s market-leading OMS technology, we’re looking forward to offering media & entertainment companies a connected and comprehensive advertising sales solution that helps automate advertising operations and campaign management.”

Comments

Post a Comment

Popular posts from this blog

Fortinet enhances FortiRecon to align with CTEM framework

Fortinet, the global cybersecurity provider driving the convergence of networking and security, has turned the FortiRecon platform into a comprehensive solution aligned with the continuous threat exposure management (CTEM) framework. The latest release introduces expanded internal attack surface monitoring, adversary-centric dark web intelligence, and security orchestration, all in a unified platform. These enhancements help organisations proactively identify and prioritise real-world exposures, validate risks like an attacker would, and accelerate response. “CISOs and security teams are overwhelmed by growing attack surfaces and an endless stream of unprioritised alerts,” said Nirav Shah, Senior VP of Products and Solutions at Fortinet. “With the latest enhancements to FortiRecon , we’re giving organisations an attacker’s eye view of their internal and external exposures, backed by AI-powered threat intelligence from FortiGuard Labs, real-world validation, and automated response...
Read more

SentinelOne recognised as a 2025 Gartner Peer Insights Customers’ Choice for XDR

SentinelOne, a global provider of AI-powered security, has been named a Customers’ Choice in the 2025 Gartner Peer Insights ‘Voice of the Customer’ for Extended Detection and Response (XDR) report* – one of only two companies with this distinction. A hundred and forty-four users reviewed SentinelOne's Singularity Platform, and 97% said they would recommend the solution to respond to threats across endpoints with AI-powered security, while 97% rated the solution four stars or better.** “With the growing complexity of cyberthreats, organisations need more than siloed security—they need AI-powered, autonomous protection that delivers real-time detection and response across their entire attack surface. Customers have made it clear that SentinelOne’s XDR provides the intelligence, automation, and efficiency they need to stay ahead of threats and secure their environments with confidence,” said Ely Kahn, VP, Product Management, SentinelOne. Gartner defines extended detection and ...
Read more

AWS: AI adoption grows 20% in Singapore

Image
Amazon Web Services (AWS), an Amazon.com company, has found* that AI adoption continues to accelerate in Singapore. In the past year alone, 27,000 1 Singapore businesses adopted AI for the first time—equivalent to over three new adopters every hour. In sum, nearly 170,000 (48%) of businesses in Singapore have adopted AI 2 , up from approximately 143,000 (40%) a year ago. This represents a 20% year-over-year growth rate, AWS said. AI adoption is the strongest in the financial services industry (71%), followed by the technology sector ( software developers, data analytics firms, cloud service providers, and digital startups) at 70%, and healthcare at 63%. Among Singapore’s businesses that have adopted AI, 82% reported an increase in revenue, at an average increase of 19%, while 90% report significant productivity improvements. A large majority (85%) of those who have adopted AI say the technology is likely to increase their growth in the next year, and 89% expect an average of 17%...
Read more