Broadcast management software developer SintecMedia has bought Operative Media, a digital advertising business management applications firm.

The deal is reputed to be worth £157m.

Operative’s management team, including founder Lorne Brown, are also investors in the combined business.

Brown will take the role of president and remain part of the management team.

SintecMedia chief executive Amotz Yarden said the deal “brings TV and digital ad management together, allowing media companies to streamline advertising infrastructure”.