Operative has announced a unified platform for advertising and broadcast management. It brings the company's AOS and BOS products together with Operative Insights and an Integration Exchange, creating one environment for commercial planning, inventory, execution and analysis.
A new Workforce layer uses Model Context Protocol connections to give software agents access to governed business tools and data. Operative says the design maintains audit trails and human oversight rather than allowing agents to make untracked changes across revenue-critical systems.
The Integration Exchange is intended to connect third-party systems without rebuilding every workflow as a point-to-point project. A beta programme begins in September, with general availability targeted by December 2026.
The launch describes a broad operating model rather than a completed customer deployment. Media companies should examine permission boundaries, data lineage, approval controls and rollback behaviour, especially where automated actions could affect inventory, contracts or transmission schedules.
