Leading Operations Online
It seems appropriate as a follow up to look at this from another angle – what are the challenges that face employers looking to maintain, and grow their ad ops teams?
I made the point in my last post that candidates with ad ops experience are highly employable. Not only are they extremely rare in the job market due to their overall scarcity, but they are also in near-constant demand from employers.
It’s this tension between supply and demand that lies behind some major challenges that employers face right now if they run an ad ops team.
In a candidate-starved marketplace it’s a major...
As much of the industry knows by now, we were honored to announce our participation in the newly formed OpenRTB Consortium earlier this month. With more and more publishers looking to real-time bidding (RTB) as a key source of demand for their inventory, it’s critical to have the right standards in place to minimize friction between the buy and sell sides. As one of the top 2 sources for real-time biddable inventory in the online advertising ecosystem, we’re focused on building solutions to empower publishers to address the opportunities and challenges posed by programmatic buying, as opposed to reinventing the integration wheel with each new real-time demand source we bring into the REVV Marketplace.
The reality is that the ecosystem is only going to get more complex. Without basic standards in place, all players in the industry will be wasting time and resources working on what is...
Last Thursday my talk on Bootstrapping Your AdServer provoked hems and haws at the AdMonsters Network Forum (Dec 9th, 2010) in New York City. My intention was to provide a bit of insight to the challenges that publishers encounter on a regular basis; especially those in the midst of a growth spurt. However, I think it was taken to be an indictment of the contemporary ad network.
Like the OEM ad server, ad networks serve a diverse clientele in terms of both volume and genre. They intend to meet all the needs of most publishers and at least some of the needs of larger publishers. Indeed, they have a place in the revenue stream of almost every ad-supported website in existence. My aim was to arouse a sense of independence in publishers and to remind them that developing a fantastic product should be...
Good ad ops people are always employable.
It’s one of the first things we tell our new consultants when they start work with us. If you happen upon an ad ops person who’s looking for a new job, drop everything and make sure you talk to them.
With such demand for these candidates, it’s a little counter-intuitive to think that it can actually be a real challenge for ad ops professionals to find the right next step when they’re in the job hunt.
And yet that’s the reality in the market – in our experience at least.
When an ad ops person dips a toe into the job market, what are their experiences and challenges? And how can they overcome them?
First of all, let’s reiterate – this is a candidate-starved marketplace. That is a challenge in itself. As a job hunter, finding yourself faced with a plethora of opportunities can often be even more difficult than having just one or two options. After all, it can be difficult to get down to the truth about which...
I know! Not all beacons/pixels/cookies (oh my!) are used to bilk dollars from Premium Publishers via an audience driven model. There are analytics tools that can help provide insight into traffic patterns, measurement of user frequency and in the end make a greater and more enjoyable user experience for the visitor. It is hard for a Publisher to know whether to implement pixels from 4th parties on their site or not. Everyone is trying to measure the risk against the gain.
Having control over scripts, pixels and beacons on your pages is not only a Publishers duty to their readers, but a step forward in maximizing revenue. A publisher accepting that they may have given out too many keys to their kingdom is something that must be acknowledged. While some keys are worth giving, knowing who to give them to is the key question at hand (tick tock). So what is a Publisher to do?
Look to Ops, of course!
Here are some tools that can be used to collect data on your site (or the web) and...