Ad Ops Workflow Part 2: Streamlining Processes for Efficiency and Scale
In the previous blog post, we mentioned that ad ops professionals use automation tools to streamline processes like ad trafficking, reporting, and optimization. Here are some specific automation tools that ad ops professionals from both the publisher-side and buy-side frequently use to enhance efficiency and scalability in their operations:
Here’s a breakdown to clarify which tools are specifically used for publisher-side ad ops, advertiser-side, or both:
Publisher-Side Ad Ops Automation Tools
Google Ad Manager: Primarily used by publishers to manage ad serving, trafficking, and revenue optimization across their digital properties.
Adzerk (now Kevel): Offers ad serving technology that can be used by publishers to create custom ad servers and manage their own advertising on their sites.
AppNexus (Xandr): While it provides tools for both sides, it includes publisher-specific functionalities to manage ad inventory and maximize revenue through programmatic channels.
Advertiser-Side Ad Ops Automation Tools
Mediaocean: While it integrates various aspects of ad buying across media types, it is predominantly used by advertisers and agencies to streamline the media buying process.
Centro Basis: This platform is designed for advertisers and agencies to automate and optimize their advertising operations across multiple channels, including direct buying and programmatic.
Simpli.fi: A programmatic platform that automates ad buying and data-driven targeting, primarily used by advertisers to execute localized and highly targeted ad campaigns.
Tools Used by Both Publishers and Advertisers
Adform: Offers a full-stack ad tech platform that includes publisher ad server technology, a demand-side platform (DSP), and data management tools. It is used by both publishers for selling ads and advertisers for buying ads.
Celtra: Focuses on the creative management side of ads, used by both publishers and advertisers to automate the creation and optimization of ad creatives.
Conclusion
Many of the tools listed serve dual functions, catering to both publishers and advertisers, with features tailored to each side’s specific needs. Tools like Google Ad Manager and Adzerk are more publisher-focused, providing robust solutions for managing ad inventory and optimizing ad delivery. On the other hand, platforms like Mediaocean and Centro Basis are typically utilized by advertisers for media planning, buying, and campaign management. Tools like Adform and Celtra offer functionalities that benefit both groups by enhancing the efficiency of ad operations across the advertising spectrum.
Understanding the primary user base and functionalities of each tool can help in selecting the right technology stack for specific ad ops tasks, whether on the publisher or advertiser side.