Operative Appoints Matt Gay as GM of Media Monetization

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Agency and Publisher Veteran to Bridge Digital Media Industry's Monetization Gap

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Operative, a global software company, today announced that Matt Gay has joined the company as its GM of Media Monetization. Mr. Gay has extensive experience managing cross-media sales and media buying systems. Paired with his expertise in consulting, he will lead Operative’s channel management initiatives, helping clients manage new challenges associated with the digital ad ecosystem and ultimately enabling them to better monetize their ad business.

“We are all very pleased to welcome Matt Gay to the Operative team,” said Mike Leo, Operative’s President and Chief Executive Officer. “As a company, we’re dedicated to helping our clients do a better job of monetizing their ad business. Having experience on both the buy- and sell-side, Matt is the perfect candidate to bring together the direct and indirect sales channels to ensure our clients achieve greater efficiency and maximize revenue.”

“There is so much uncertainty out there when it comes to figuring out whether advertising inventory is being monetized in a mutually profitable way,” said Matt Gay. “Having experienced both the agency and publisher side of the business, there is a huge opportunity for a company to mediate a win-win situation for both. Operative is in a prime position to do just this and I'm excited to support them in their overall effort to make media selling and buying more effective."

Most recently, Matt Gay was SVP of Global Media Systems for Mediabrands Worldwide, where he was responsible for implementing and integrating systems in order to create efficiencies within and across agencies. Prior to his stint at Mediabrands, Matt was Vice President of Media Advertising Operations for Martha Stewart Living Omnimedia, Inc. and also served as Manager of Technology Integration at Deloitte Consulting.

Mr. Gay possesses more than 20 years of experience in business process, systems, and data management within sales and customer service environments. He holds a B.S. in Electrical Engineering from Bucknell University and sits on Bucknell’s Alumni Board of Directors. In 2008, he co-founded Bucknell’s Media and Technology Network and is active in media industry standards initiatives.

For more information on Operative, visit http://www.operative.com.

About Operative
Operative is a global software company that increases revenue and operational efficiencies for more than 200 of the top digital and print media companies, including MSN, The Wall Street Journal, Guardian News & Media, Omnicom Media Group, NBC Universal, Pandora and National Public Media.

Everything Operative is driven by a passion to empower our clients to manage their increasingly complex businesses efficiently and profitably.

Managing more than $6 billion in global ad revenue, Operative offers the only true operating system for media companies that bring our clients’ business processes and systems together—all the way from packaging and selling campaigns to trafficking, optimizing and collecting revenue on ads. The result: endless innovation and long-term scale.

For more information, visit http://www.operative.com.

For Media Inquiries:
Talia Andrews-Rankin, SHIFT Communications

Nikki Reyes, Operative

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Talia Andrews-Rankin
SHIFT Communications
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