Leading Operations Online
There still seems to be a lot of confusion regarding the ePrivacy Directive, what advice would you offer to Publishers and Data Handlers at this stage?
I think there are three key things: transparency, control and education. The EU self-regulatory programme is moving forward to deliver these and – though not initially designed to be – it is part of a package of measures to help comply with the new law. It includes offering a symbol or ‘icon’ in ads providing internet users with clear information about data collection and use; and – also linked from the icon - mechanisms to control data, such as via www.youronlinechoices.eu. To support this the advertising industry will mount a pan-European education campaign to help internet users understand all this a bit better. Relevant data businesses / platforms and publishers should get involved with the initiative (if they are not already).
Even in a time where our industry continues to show strong signs of growth job security remains an issue within the new media community. Being in the midst of an industry such as ours means it is common place to work alongside and even help to introduce new and more efficient processes within the business so it’s easy to wonder whether or not your role will or has become redundant.
We at AdMonsters strongly promote career development within the Ad Operations community and have made that a fundamental part of our events.
Propel London’s Phil Haslehurst has taken a more hands on approach to job security – read his 5 step guide to ensuring your continued employment and career growth in 2012.
During times of extended economic doubt it's forgivable, if not inevitable, that we all become a little bit pessimistic about the security of our jobs. There is, after all, a lot of doom and gloom on the airwaves - and a lot at stake for each of us should we fall foul of the recessions...
The Forrester Wave report on Sell-Side Platforms sets the stage for the publisher ecosystem in 2012 by labeling SSPs a “vital part of the publisher tech stack.” The SSP is an increasingly necessary tool for managing and optimizing a plethora of indirect sales channels – oh, and making sure they’re not cannibalizing direct sales. Not a pleasant balancing act, but one that seems to be impossible to pull off without a platform in these days of proliferating media-buying sources.
When considering which data to buy and layer onto campaigns, marketers are becoming lost in a sea of segments. Several data buyers have told me they have access to 50,000 segments. That’s 50 with 3 zeroes. Which cookies should you buy? How can you differentiate one company’s 500 segments from the thousands of others available out there? “Automotive Data from Company 1” is indistinguishable from “Automotive Data from Company 2” in a buyer UI.
(Story image by Robert Roxby.)
One useful distinction to note when deciding on purchases is whether the data is sourced offline or online. For the last two years, the old and new worlds of data collection have been colliding, and they are very, very different.