assessing ad ops successes and failures
On what basis can one determine whether an ad ops department is operating efficiently, and whether that efficiency has changed from year to year?
At a big company with many campaigns, traffickers, sites, and people in other departments with overlapping interests (sales, tech, etc.), ad ops often deals with problems that were not of their own creation. Sometimes, a campaign that ends at 80% delivery would have ended at 50% if not for heroic efforts and late nights from ad ops.
So when an executive who doesn't understand ad ops says "Let's measure how well our ad ops group is doing," what do you tell him?