Leading Operations Online

March 14, 2011 Drupal Bowen Dwelle

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 MeixnerEric 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...

Dear AdMonsters,

Let me start by saying that I am doing a session on this topic in Memphis next week. If you are going and will be joining the session, please send feedback before Monday and I can incorporated it into the presentation.

Since Google announced that page load time is an important factor in their ranking algorithm, there has been a lot of pressure from SEO teams and business managers in general to pull down all the 3rd party pixels/snippets. The issue is, groups like AdOps, Editorial, Marketing, Research and BizDev need to run this stuff in order to accommodate things like audience/behavioral targeting, social media products, analytical products etc. For the past year and a half, I feel like every 3 months I have to do a “Sophie’s Choice” (I apologize for over-dramatization) analysis on what can stay on the pages and what has to come down.

In addition, there has always been a need for AdOps, at least in my company, to manage these snippets more effectively and efficiently....

Bowen DwelleI’m back in San Francisco for a few days in between the IAB Annual Leadership Meeting (IABALM) and AdMonsters Publisher Forum XIV in Memphis. IABALM is a sea of C-level execs from “all” the top media and technology companies and I ran into a ton of old friends as well as new faces and new tech. Here’s a rundown on the key ops and tech-related highlights from the meeting:

Data is popular, valuable, and, apparently, transparent

The IAB sub-titled the conference “The People vs Data”. I think “Data is Awesome” would have been more appropriate to the mood. Ad serving is transforming into data serving, “data and media” are seperate, and it’s no secret that there’s a whole world of data-centric players swarming around the online media business today. Aside from Doc Searls saying that Apple has been "smoking it's own exhaust"...

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