Founded in 2000, Operative focuses on the development of products and services for digital advertising issues. It offers class ad trafficking, campaign set-up and optimization and quality assurance testing. With a team of more than 250 advertising innovators, the company manages over 60,000 transactions monthly. Its clients include MSN, The Economist, Wall Street Journal, iVillage, Dow Jones & Company, Fox Interactive Media, MindShare, NBC Universal, National Public Media, Navteq, Reuters and SmartMoney.com. It maintains a location in New York City, with an additional locations in , London, Los Angeles, India and Hong Kong.