Gone are the days when Ad Operations team was just trafficking campaigns and running basic reports to check campaign pacing and fulfillment. With the advent of Programmatic ads, Ad Operations team now has to get comfortable with…
1] Complex set up of ad units
2] Working with a variety of Demand Partners
3] Complicated set up of Demand Partners involving changes to:
- Ad Units
- Website pages and Mobile App
- Order, line creative item set up
4] Harmonizing data collected from various Demand Partners
5] Deriving insights from collected data
If you look at the activities listed above, it becomes quite clear the Ad Ops teams needs to have basic understanding tech and data. For example, in case of technology JavaScript (js) is must have and in case of data MYSQL is must have. Without knowing these technologies Ad Ops team will run in the following challenges:
1] Identifying issues like discrepancies in clicks, impressions, plays, revenue etc. between first party and 3rd party / Demand Partner. Identifying issues and opportunities will take a much longer time and, in some cases, will be near impossible.
2] Ad not rendering correctly on website / in app.
3] Taking a large data set and analyzing it to identify issues and opportunities. Think 60 MB AdX files!
4] Trafficking various types of banner and video creative. For example, in case of Video understanding of ad rule, VMAP, VPAID and other formats and players is a must.
5] When implementing mobile or video ads, deep understanding and working of IMA and other SDKs is essential to ensure maximizing revenue opportunity.
If you don’t want to be left behind in the new and evolved Ad Ops world, then here’s a suggested list of areas and related topics to get yourself comfortable with:
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