The Fundamentals of Ad Operations: Understanding the Backbone of Digital Advertising
In the fast-paced world of digital advertising, there's a crucial behind-the-scenes player ensuring everything runs smoothly: ad operations (ad ops). But what exactly is ad ops, and why is it so important?
Ad Ops Ensure Campaign Budgets are Spent
At its core, ad ops encompasses the processes and strategies involved in the setup, optimization, and management of digital advertising campaigns. It serves as the backbone of digital advertising, ensuring that ads are delivered effectively to the right audience, at the right time, and on the right platforms. Ad Ops are responsible for the end-to-end execution of client campaigns, which includes troubleshooting, campaign pacing, billing, reporting, and client support.
Ad Ops are Highly Collaborative & Cross-Functional
Ad ops professionals play a pivotal role in helping the organization navigate the complex ecosystem of ad tech platforms, including ad servers (i.e. Google Ad Manager, Freewheel, etc.), supply-side platforms (SSPs), demand-side platforms (DSPs), and ad exchanges. Oftentimes, Ad Ops teams collaborate regularly with the Ad Product or Engineering team in ensuring ads reflect a balance between revenue and user experience. In being the “execution” arm of a team, an effective Ad Ops team communicates regularly and with transparency with both internal and external stakeholders across a wide range - from media planners, sales managers, to Chief Revenue officers.
In essence, ad ops bridges the gap between advertisers, publishers, and technology providers, ensuring seamless collaboration and effective execution of ad campaigns. Without ad ops, the digital advertising ecosystem would lack the organization and efficiency needed to thrive in today's competitive landscape.
Our POV: Ad Ops Deserve a “Seat at the Table”
At Ad Actually, we see the role of ad ops to continue to grow in influence and responsibility from pure ad trafficking and campaign management to other high-value activities such as yield management, programmatic monetization strategy, and contributing to overall revenue operations. In short, we believe Ad Ops leads do deserve a ‘seat at the table’ in any media, advertising, or tech company!
Stay tuned as we delve deeper into the world of ad ops, exploring key concepts, best practices, and emerging trends that shape the future of digital advertising.