Leading Operations Online
(But using them is still an art.)
A spate of new tools is letting publishers take back their place at the table, giving them critical insights into inventory management, pricing, and products—a position that they were in peril of ceding to the buy-side. Combined with the skills of seasoned professionals, these tools position publishers to recoup money that they have been leaving on the table—a figure that RSG Media estimates conservatively as 10 – 15% of revenues while better meeting advertisers’ goals.
The rebounding ad market is reviving classic challenges. As ad spend revives from 2009 levels and online media speeds past print, our customers tell us that they again face the happy challenges of managing demand against supply. Only now they face buyers sophisticated...
Editor's Note: aiMatch recently released an eBook, "Building A Solid Data Strategy" which you can download free from their site. In this post Chris Hanburger, VP of Sales at aiMatch, discusses the need for publishers to have a data foundation.
A lot of people in our industry are talking about data. Most of the conversation centers around audience data such as demographics, interests, “likes”, behaviors, etc. I know it’s important and has its place. As an industry we preach about how accountable digital is and how we “know more” than any other advertising medium.
However, a majority of the publishers I talk with, are still trying to answer basic questions about their own advertising business: What do I have to sell, each day, week, month? Are my products priced appropriately? What is my sell thru across my properties? Questions that are answered from utilizing their first party data that is tied to inventory forecasts, delivery numbers, sales orders,...
AdMonsters has been around since 1999, and for many years our site was an true antique, constructed of hand-built PHP that was very fragile, hard to extend, and left us highly dependent on me, the founder, CEO and de-facto CTO. We knew we had to move towards a modern, robust web platform with broad support, and after some deliberation we ended up rebuilding the site with Drupal. The rebuild took tons of work, and of course it will never be done, but Drupal is awesome and we're looking forwards a long and happy working partnership with the Drupal community. Here is a presentation that I just on How and Why AdMonsters Chose Drupal, and what we learned along the way:
Eric Meixner is the Director of Ad Operations and User Metrics at WhitePages, Inc. a Top 50 website based in Seattle. Eric will be presenting "Buying and Selling Data" at the AdMonsters Publisher Forum in Memphis next week. We spoke with Eric about ad ops, privacy and self-regulation.
Q: Can you briefly describe what you do in your current role?
I am in charge of the 10 person Ad Operations team here at WhitePages, Inc. My team is split between Seattle and New York City.
Q: How do you see ad operations role in the industry - will it change this year?
I do not see any major changes ahead for ad operations in the industry. We will still be the buffer that keeps the sales staff and the engineers from harming one another....
AMI announced today that they have signed up to use Operative.One. Read the press release.
We spoke with AMI about the decision to use an advertising business management provider.
Q: Please briefly describe AMI's business and current ad operations organization. Do you have a centralized team that manages the 15 websites or is it de-centralized?
American Media Inc. (AMI) owns and operates the leading celebrity and health & fitness media brands in the country. Our magazines have a combined total circulation of 6.8 million and reach more than 54 million men and women each month. Our digital properties reach an average of 10 million unique visitors and 100 million page views monthly.
We have a centralized Ad Operations team that services our 15 websites.
Q: What ad server solution(s) do you currently use? In the press release, it's mentioned that you are looking to streamline your display, video and mobile inventory. Are you currently using...