Leading Operations Online

The only thing that is constant in our business is change. Whether you’ve worked for a start up, or an established publisher, chances are you’ve been at one end of a merger or acquisition. If you’re lucky, the powers that be will have conducted a complete due diligence which would include the impact of this business strategy on the operations end of the business. Too frequently, however, the operational issues are only considered a sidebar and tucked away under the category “we’ll figure that out later”.  Of course, this leaves it all up to operations to figure out. Here’s what you need to plan for and manage as all the operational “stuff” hits the fan as a result of merger and acquisitions activity.

Multiple ad servers

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The United Kingdom has been at the cutting edge of digital advertising for a number of years, a harbinger of technology adoption and industry growth trends across the rest of Europe and the world. This has benefits and challenges. Robust adoption rates and forward-thinking customers means greater revenue opportunities, but they also force networks and vendors to be that much more agile and adaptive in order to prosper.

This is especially important now, when the ground is shifting for the display industry. Savvy media planners are moving to audience-based rather than inventory-based buys. At the same time, the introduction of ad exchanges means audience reach is no longer the clear differentiator that it once was (everybody can have global reach now!), and technology vendors offer outsourced, ASP-based network management systems, allowing for more...