The Publisher Forum, Amsterdam Keynote Gets a Grilling - AdMonsters asks Paul Lomax about his speaking session
Paul Lomax, Chief Technical Officer at Dennis Publishing will be the keynote address
at AdMonsters 16th EU Publisher Forum in Amsterdam on June 12-15.
AdMonsters asks Paul Lomax a critical question about the state of the ad ops industry and Paul Lomax talks about the reality of working in the ad ops - great teaser to Paul's presentation.
Q: As the CTO of a large publisher, where do you see Ad Operations fitting into the overall structure of your org? Do you feel they are critical to your business and why?
Answer: All too often I’ve seen Ad Operations left in the back room of publishing companies, lumped in with production or admin teams. The reality is that they are a lynchpin of any online business that’s predominantly ad funded. They have to work closely with a range of people within the business, from sales people to UX designers, web developers, SEO/PPC managers and content editors in order to ensure delivery.
Of course they have to physically sit somewhere, so our Ad Ops team is embedded on our sales floor, which works really well. They get fewer surprises from sales because they’re in earshot, and because they work hard on the relationships with the techies and editorial guys they’re kept in the loop there too.
They’re critical to the business because failure to deliver is simply not an option. Also, Ad Ops teams have reams of data at their fingertips and that information can really help us make business decisions. By proactively working through issues with other teams such as web developers, editorial or marketing they can have a real impact on the bottom line.
The 16th EU Publisher Forum is in under three weeks - Register today to hear more from Paul Lomax, Chief Technical Officer at Dennis Publishing