Leading Operations Online
Pop quiz, publisher: Let’s say Brand X purchases $10 guaranteed CPMs from your direct sales team. However, Brand X’s steely programmatic buying team notices a high-prospect user has just jumped on one of your URLs. They’re dying to retarget them, and perhaps at a rate above the $10 CPM.
In the past, you might have blacklisted this advertiser from buying off the spot market, but controls within your supply-side platform now enable you to set up a barrier to entry – your floor just has to be higher than the direct sales CPM.
Logically, you would think the higher CPM should win out – but there are mitigating factors. Under-delivery on guaranteed sales is still a fearsome prospect, and our old foe inventory commoditization may rear its ugly head. What do you do? Oh yeah, there are only microseconds to decide…
The term “Premium is in the eye of the beholder” is becoming a bit tiresome, but the above is a perfect example. Brand X is willing to put down a pretty penny on direct sold inventory – let’s say...
Wiley's Stefanie Petesic tells us about her workweek, which she describes as 'octopus-like' in our latest Monster In the Mirror. From being a champion at 'inbox zero' to keeping a sense of humor, Stefanie optimizes her workday, while still trying to take time to unwind.
Name: Stefanie Petesic (formerly DiTerlizzi, which was way harder to spell!)
Title: Advertising Operations and e-business Specialist
Company: John Wiley and Sons, Inc.
Location: Hoboken, N.J.
Current Computer: Thinkpad at Work, and MacBook Pro at home
Current Mobile Device: iPhone 4S
One word that describes how you work: Octopus-like. So not a word, but so true. I always have one hand on the phone, one hand on the...
Imagine being head of security at a stadium that holds several hundred events during the year. You are responsible for the safety of each person entering the stadium and for ensuring nothing happens that might lead to a lawsuit. Obviously you can't afford to let any weapons in no matter what, but you also need to stop people from bringing in food, which would cut into concession stand profits.
However, you have to balance these goals against the prerogatives of the stadium's management, who know that the quicker people get into the venue, the more money they will spend. Also keep in mind, management sees you as a cost center – you'll always be under pressure to do your job faster (cheaper), while knowing that a mistake could be catastrophic to the business. If your boss isn't particularly risk-averse, you may very well have to accept that you can't do everything possible to ensure safety.
Ad creatives aren't as important as people’s lives, but ad operations can certainly relate to this pressure....
Last fall I wrote about my experience at the inaugural OpenCo festival here in San Francisco. OpenCo launched last week with an Indiegogo campaign and a calendar of events covering New York (May 22-24, as part of Internet Week), London (June 6-7), Detroit (September 12-13), and San Francisco (October 9-11). I'm proud to be the first lifetime VIP patron of OpenCo. $2,500 is a fantastic deal for unlimited access to what will prove to be a very powerful model for bringing together people and companies in a new and exciting way.
If you're interested in interesting companies, the future of the workplace, and the future of cities, I encourage you to join me at OpenCo NY, and, if you run a company, to become a HostCo. This is about much much...
I love coming to AdMonster's events, I really do. I feel like it's where all the breathless hype and hot air in our industry gets made real. Knowing that is why I have the confidence to spew a bunch of hot air at you, trusting that there are some smart people in the room who will actually make it real.
I'll get the breathless hype out of the way. As a guy who did his first online media buy in 1994 and has kind of been round in this industry since it began, I can tell you that there has never been a more exciting time to be in our industry. There's never been a more exciting time to be in the digital media marketing industry. Back then, we didn't really know what we were doing...