Operative and 5 fifteen are announcing the technology fruits of their partnership agreement.

The two publishing software and services companies are both focussed on advertising:

Operative software is used to sell, traffic, and bill premium ad inventory - with a client base including NBCUniversal, the Wall Street Journal, Comcast, iHeartMedia, BuzzFeed, and Schibsted Media - while 5 fifteen's focus has been on publishers' advertising, circulation and new media applications. Its customers include Hearst Magazines, Schibsted, Elsevier-Science, Nature Magazine and Institutional Investor.

Operative chief executive Lorne Brown says the partnership will enable them to provide a single flexible workflow that allows clients to transition seamlessly between print and digital, combining inventory-based and programmatic sales requirements.

Joint development has been underway for some time, following customer workshops and user forums. The resulting system will enable users to track and sell advertising directly and on behalf of representatives, as well as manage billing, contracts, marketing and salesforce automation.

5 fifteen chief executive Rod Fenwick says his team are excited to be working with Operative, expanding the efficiencies promised by combining technologies: "We see this partnership as a wonderful opportunity to deliver a true combined solution that benefits forward-thinking publishers."