Leading Operations Online

Fifty percent of pixels in view on the in-focus browser tab for two continous seconds. It doesn’t seem like a giant barrier to cross for a video ad to be considered in-view – and that was the point.

Following the June 30 lifting of the Media Rating Council’s advisory against transacting video on a viewable basis, agency folk took to the ad tech trades to grumble about the seemingly low standard. But these agencies were highly involved in the discussions deciding on the threshold – in fact, the main reason video viewability was gated for 90 days longer than display viewability was developmental disagreement over the time aspect. Some publishers still argue that the time element turns viewability from a counting metric to an engagement metric. 

So 50% for two seconds...

I’ve been called a baby in the digital media space, but at the ripe old age of 33, I remember not only life without the Internet, but also those dark days in the pre-cable era. In 1990, my father hooked up our 86/88 PC to a modem to communicate with the office. In the 90s I had a Prodigy account, raised hell on AOL chat rooms, helped my younger brother build a site on GeoCities and was broken up with more than once via email. I have been riding the digital media train for a long while, which is why my pride was stung when I realized had no idea what teletext was.

Because that is where PubForum Columbia Gorge keynote Martin Nisenholtz’s digital media narrative begins. It’s an honor to have him attend and address AdMonsters’ flagship event as he has been involved in and chronicled just about every major transformation in the digital media space. And lucky for our attendees, he’s on top of current...

As we gear up for Publisher Forum Columbia Gorge, we shine the spotlight on a few seasoned PubForum regulars to get their takes on the changing dynamics of the industry. You can join the conversation at Publisher Forum. Register Now.

There’s a reason why you’ve seen Julian Zilberbrand sounding off at various digital media conferences across the country (including OPS and the Publisher Forum) and opining in every ad tech trade you can find. ZenithOptimedia’s EVP of Activation Standards, Insights and Technology has a great grasp on just about every ad tech facet, whether it’s a contentious subject like cross-screen measurement or something as seemingly banal as digital terms and conditions (spoiler: there’s plenty of debate and fiery opinions in the latter). 

As a young veteran of the digital media revolution, Zilberbrand has certainly witnessed ad operations rise from the darkest corner of the media company basement to respected voice in ad tech debates. In the video and...

Thirteen years ago, Dennis Colon took a job at Conde Nast that no one else wanted. Now as Senior Director of Revenue and Advertising Operations, he’s a major force in the sweeping changes that have shook up the media giant’s revenue business in the last few years. In the video below, Colon dives into the evolution of Conde’s ad initiatives, how structure produces efficiencies and how operations stays on the cusp of ad tech innovation.

Rob Beeler: In many ways, Conde continues to be at the forefront of operational issues (viewability, native, programmatic direct, etc.) - how are you able to do that?

Dennis Colon: We try as best as we can to be at the forefront or part of the conversation when it comes to new products or initiatives. This allows us to be a part of the development of new products as well as frame the conversation.


With 14 years in the digital media trenches, Kerel Cooper, Senior Director of Digital Ad Platform Strategies at Advance Digital, is a great resource for the whole AdMonsters community on a wealth of topics – most notably, audience extension. Not only has he witnessed ops’ transformation from cost center to revenue generator, he’s undeniably been a driving force in this change. In the video and interview below, he details why ops is a rewarding career path and the importance of keeping up to speed with a rapidly changing industry.

Rob Beeler: You mention in the video, the change of ad operations from cost center to profit center. Can you share with us how you were able to make that shift?

Kerel Cooper: To be clear I was speaking in more general terms of how I have seen the Ad Ops function change from where Ad Ops was in 1999 to where Ad Ops is in 2014. I think as technology has improved, more data is provided and the types of advertising opportunities have grown Ad Ops...

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