Leading Operations Online
I’ve been in an OPS-induced coma for the past week, letting my subconscious ruminate over the titanic loads of digital media debate that took place in the hallowed chambers of the Metropolitan Pavilion on June 9. It was just too much for one mind to take, which I corroborate by slogging through the massive amount of #OPSNY tweets. Viewability, ad-blocking, non-human traffic, programmatic, linear-digital convergence were among the high-profile topics tackled, typically across multiple sessions. It was an exhausting affair, but I was able to extract some nuggets out of my frazzled mind.
• Linear-digital convergence is upon us, but holy cow, there’s a lot of work to do. ESPN worked with Sling TV for a full year before the February launch, and they’re still testing,...
When I last spoke with Craig Leshen, President of OAO, he was helping explain that programmatic isn’t automatic – there’s still a lot of manual work that goes into these new systems. While they have helped to simplify certain functions, in many ways these systems have added to the complexity of the ad operations role by creating additional tasks and knowledge sets required to do the job.
Craig and I recently caught up and we decided to explore the flip side of this equation –
Rob Beeler: What is an example of something that has become easier for ad operations?
Craig Leshen: The process of implementing audience extension campaigns has become much more streamlined over the years and is a terrific way to target ads to users. It’s a type of targeting that has always had enormous potential but continues to be...
Recently the tech media was awash in panic over mobilegeddon – end times were nigh as Google was switching up its search algorithm to favor mobile-friendly responsive design sites. However, mobilegeddon has long meant something different to digital revenue specialists: publishers witnessing increasing amounts of mobile traffic with dwindling revenue in return.
Mobile monetization efforts have come a long way over the last few years, but publishers remain flummoxed while advertisers are dismayed by channel performance. I chatted with Opera Mediaworks’ Mark Fruehan to get a better idea of the current mobile landscape, how publishers are approaching creative obstacles and just why a tech company would pay brands to make mobile ads.
Rob Beeler: What are your feelings about the future of the app economy? It always seems...
Believe it or not, the AdMonsters content team has been fretting about whether we have too much viewability in our OPS agenda.
What? How is that possible? There is no such thing as too much viewability!
Please – there sure is.
Yes, viewability is the topic du jour (du année? du decáde?), and the thought pieces and panels seem endless. AdMonsters has even started its own series on Hacking Viewability where we share homemade publisher viewability resources. How long until the appearance of a three-day event dedicated solely to viewability?
Well, that’s not going to be OPS. (We have to leave some space for programmatic sessions!) Yes, we are hitting viewability from multiple angles: how publishers are making reporting work to their advantage,...
Welcome to another edition of Viewability Hacks! We hope our last article featuring Ziff Davis' Chrome Extension awoke your inner ops McGuyver. This week, Whitepages shares its Inventory Request Template spreadsheet (download), which is actually handy for much more than viewability.
Jeff Mayer, a great AdMonsters resource who recently shifted from Whitpages to Shazam, explains: "The Whitepages inventory spreadsheet gives us the ability to quickly and accurately forecast available impressions for an unlimited number of targeted ad placements without needing to use an (expensive) third-party technology solution. It also calculates the necessary booked impressions needed to meet viewability...