Leading Operations Online

The last few years have marked an exciting time for publishers' holistic revenue strategies. Programmatic channels have gained more prominence, and publishers have gone forth in search of the tech that can help them break down the siloes that had previously constricted pockets of their inventory.

Of course, that process is about as complicated as it is exciting. You have to track and manage orders across all channels, analyze and optimize yield--there are a lot of component parts involved in getting complete view of your inventory's performance. Order management as publishers know it quickly grows into something broader--revenue management.

AdMonsters recently had a chance to talk with Clayton Tarics, FatTail's VP, Product Management, about this...

There's a lot for attendees to look for at 2017's expanded version of Ops (June 5-6 in New York), and in the interim, we have something for you to look at. AdMonsters rolled out a series of preview videos earlier this week, where you can scope out what you can expect from the event. Watch and listen to these previews, featuring Ops speakers and AdMonsters staff: Larry Allen of Turner talks about how the application of data and analytics in cross-platform video can help make advertising better for consumers. Oleg Korenfeld of Mediavest | Spark suggests the digital ad industry has over-engineered and needs to come together to evaluate what we really need. Jeremy Steinberg of the Weather Company looks toward what agencies and ad tech executives need to know about AI and cognition in order to drive the future of the industry. And AdMonsters' own Rob Beeler and Gavin Dunaway explain what's on the agenda for both days of Ops, including 30-plus sessions and the alluringly titled Programmania....

Today (May 17), the IAB Tech Lab rolled out a new method for combating ad fraud, specifically of the domain-spoofing variety. It’s called Ads.txt, which stands for Authorized Digital Sellers, or at least it is if you really need to turn the word “ads” into an acronym in this industry.

On paper, Ads.txt is really straightforward. It’s a text file the publisher’s webmaster posts to the publisher domain. In that file is a list of authorized sellers (exchanges or SSPs) the publisher deals with. Buyers can then crawl the web for those lists, and create filters to assure they transact with those exchanges who are authorized to sell the publisher’s inventory. The seller’s ID listed in the bid request will match the authorized seller in the ads.txt file.

The most obvious goal here is to eliminate domain spoofing. To date, when buyers try to avoid buying on counterfeit sites, fraudsters that register domains misrepresenting them as legit premium sites, their methods have typically been...

The prominence of revenue operations as a critical function within the digital media world has had its ups and downs.

While programmatic and other indirect channels have proven ops as a serious revenue center, it’s also forced the department into highly unfamiliar territory such as creative development and user experience. And this more prominent role attracts the interest of other groups across the organization such as legal, IT/security and privacy/risk.

AdMonsters has long noted that ops professionals are the gatekeepers at digital publishers when it comes to advertising—nothing gets on the page without their (sometimes forced) approval. However, the the digital advertising industry is at a unique intersection: publishers’ revenue teams are eager to try any and every monetization resource as traditional digital revenue streams wane; however, creative has also never had such a high potential to be annoying, intrusive, alienating,...

On the East Coast, the lack of sunny skies and warmer temps make it hard to tell spring has arrived. One unmistakable sign, however, is our continuous stream of new speaker announcements for Ops. Can anyone else think of a better way to announce the beginning of a season than a conference about digital advertising?

You might have answered in the negative to that question, but I know for the past eight years my year has been split between pre-Ops and post-Ops. It’s a big deal for us at AdMonsters to pull off Ops, and it seems each year we add a new level of complexity to pull the event off. Nope, we’re not masochists (Ed.: Speak for yourself); it’s just part of our culture. Every year, ad operations is expected to up its game, and so we ourselves feel the expectation to do the same.

I decided today to look back at the first Ops and see what’s changed and what’s the same. Here are some of my observations:

Ops has grown in every conceivable fashion. The original Ops clocked in with 13 sessions...

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