Leading Operations Online

November 4, 2014 ad-id Gavin Dunaway

Long weekends updating inventory for a massive bookstore during my college years helpd me realize that scanning Universal Product Codes made a painful process much more tolerable. In fact, I refused to let my mind wander and consider what a tedious practice inventory management was like before UPCs and handheld scanners – those seemed like dark days not worth revisiting.

These ugly, ubiquitous labels revolutionized shipping, commerce and much more through providing standards for data collection and measurement. The incredible impact of these codes is not lost on Harold Geller, Chief Growth Officer at Ad-ID, when he calls Ad-ID the UPC code for advertising creative. 

“UPC was invented as a way to track sales; UPC is now used to help target promotional materials, manage metadata elements to support loyalty programs, and aid manufacturers in determining what products to bring to market,”...

Take the Fall 2014 Viewability Litmus Test Survey. Open Now until November 14.

Earlier this year – and on the heels of the MRC's decision to lift its advisory on viewability — we surveyed ad operations leaders at more than 50 publishers about their experiences with, and opinions on, viewable impressions. Publishers' opinions were varied; but, one thing was clear: the discrepancies surrounding viewability solutions abound.

Viewability continues to be the topic both the buy and sell side are most concerned about impacting their operations. Several questions still loom as viewability goes from a conversation to a requirement. That's why we're reopening the conversation with our Fall 2014 Viewability Litmus Test...

October 20, 2014 Ad Server Connect Gavin Dunaway

“This industry is literally 20 years old,” comments Michael Alania, EVP at Outsourced Ad Ops and witness to the at-times insanely rapid evolution of digital advertising and the operations role at its core. “You look at where we are now versus where we’ve come from, it’s pretty staggering. And with how quickly technology is developing and evolving, you have to wonder where we’ll be in another 20 years.” 

 It’s something to ruminate on, and fortunately I am in a room full of ruminators – Alania, OAO Founder and President Craig Leshen, who began his career in ops back in 1996 at Hachette Filipacchi Magazines, and AdMonsters Content Czar Rob Beeler, who gained his ops laurels while deep in the Advance Internet (now Advance Digital) stack. Over coffee and pastries, they are taking a trip back to the days before third-party ad servers, and when hacking was standard operating procedure. I’ve been allowed to sit in and take notes, occasionally nagging for more details about the distant past – which...

Last week at the BrightRoll Video Summit during Advertising Week, I heard Ben Jankowski (Group Head of Global Media at MasterCard) say, "If you've figured out programmatic, you're either a genius or an idiot." 

I feel confident saying I haven't figured out programmatic, and I hope this improves my odds on being a genius (50/50 isn't good enough for me). But the comment sparked a thought which reached deep into my Economics background on what, exactly, it means to “figure out” something like programmatic.

After all, programmatic is simply a mechanism for determining the price of a product. While there can be many products available in the programmatic system (ad positions that reach various demographic, geographic, psychographic and behavioral groups), the programmatic system simply matches buyers to sellers. As such, it is really just an automated market.

It occurred to me, across history, there have been many people who believe they have “figured out” markets. Certainly some have been more successful than others in markets: Warren...

In the past, the acronym CPA had a simple connotation for publishers: low payout. Particularly in the post-bubble digital advertising world, CPA campaigns seemed a desperate alternative when CPMs had hit rock bottom. But more than a decade later, Epom Head of Sales Andrew Lebowski argues that in the age of programmatic and analytics, CPA isn’t yesterday’s “cost per acquisition.”

CPA can be a powerful route for advertisers, particularly ones who look beyond conversions and seek insight into their target audiences. In turn, it’s a healthier revenuefor publishers – particularly when it comes to the desertknown as mobile. I chatted with Lebowski about current CPA business, the mobile opportunity and thwarting bot traffic. We even ventured further down the rabbit hole to debate how networks can stay viable despite being squeezed on all sides.

GD: What do you think CPA means/includes in 2014? How has the practice has evolved?


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