Boost your Business: Embrace Ad Ops Automation for Enhanced Efficiency

Ad automation is not a new idea, but the latest tools available to ad ops professionals can help them achieve heightened productivity and profitability. When employees are free to focus on high-level tasks rather than menial, repetitive tasks a computer can easily do for them, they are less likely to burn out and more likely to be able to contribute big ideas to help businesses succeed. 

In the ever-changing world of ad operations, it is crucial to stay ahead of the shifting landscape. One development that is here to stay is ad automation: using software and tools to automate and optimize backend operations to increase lead generation and revenue. Automation can assist with any task that has clearly defined parameters, such as campaign rules, budgets, keywords, and bids. 

Ad automation is not a new concept – it can be traced back as far as the 1980s – but today’s automation is leaps and bounds above what existed 40 years ago. This is in part due to the way the internet has changed during this time, with advancements in everything from social media and AI to search engines. More companies than ever are opting to use automation in their day-to-day operations to help increase efficiency and scale their business. 

One automation solution that launched last week is Upward, a customizable, white glove solution from Theorem Inc. that works to increase efficiency and reduce user pain points, which gives users a competitive edge. 

Industry Professionals Have a Positive Outlook on Automation 

Theorem recently conducted research in collaboration with global insights and strategy agency Hypothesis Group to understand the need for automation in the ad ops industry. The results showed an overall favorable opinion of automation. The research indicated:

  • 4 in 5 respondents have a positive view of automation 
  • 90% of respondents stated they were open to their roles evolving as a result of automation
  • 87% of ad operations professionals agree that automation can make their organization more profitable
  • 86% of respondents state that automation would modernize their organization
  • 83% of respondents agree that automation would make their team more productive

This positive outlook on automation is indicative of industry confidence in its ability to solve problems for ad ops organizations. For example, Upward enables the automation of advertising operations across the order-to-cash process including trafficking, reporting, brand safety, campaign management, and optimization.

Solutions such as Upward can be customized to each user’s needs, working within existing platforms, workflows, and processes. This helps to increase workflow efficiency because reporting, insights, and campaign performance can be customized on brand levels. This can help a company scale their business while decreasing employee burnout by alleviating employees of menial tasks and allowing them to focus on high-level work. 

Automation Solutions Can Save Publishers Time and Money 

Common pain points within ad operations include inefficiencies, high numbers of complex processes, disconnection within teams when it comes to information sharing, and frequent human errors. Automation can help lessen employees’ tedious tasks, increase job efficiency, and reduce human error. 

Reducing errors can also reduce the number of make-goods, saving organizations hundreds of thousands of dollars each year that would have otherwise been spent on mistakes. Eliminating this waste contributes to an increase in overall profitability.  

Automation also allows employees to have more time to focus on high-level work and strategic thinking, rather than menial tasks. This allows them to focus on doing work that will ultimately increase their company’s bottom line. Theorem’s Upward solution eliminates manual inefficiencies by leveraging technologies that are sitting in the cloud, which allows organizations to scale and have an edge over the competition.  

“Ad ops professionals are well-versed in a multitude of platforms and are highly organized, detail-oriented, and analytical – making them incredibly valuable to their organizations. By making ad operations and trafficking technology-enabled, media and publishing companies can create new innovative ad products that make them more competitive. When organizations are finding solutions within, they are boosting revenue,” explains Theorem’s CEO Jay Kulkarni.

Future Ad Ops Includes Automation but Humans Are Still Essential

Not all tasks can or even should be automated, but those that can be automated are working for ad ops professionals, not against them. This technology is shaping the way ad ops employees will work in the future, increasing efficiency and driving revenue in exciting new ways. 

“Automation is going to revolutionize ad operations and the way business is conducted within the industry,” Kulkarni says. 

Automation is also impacting how teams work together and helps ad ops professionals progress in their careers in new ways. Without the hassle of tedious tasks, teams can instead focus on proactivity, building stronger relationships, client growth and satisfaction, team empowerment, as well as greater productivity and cost efficiencies. 

However, automation can only work to alleviate tasks that have very clear decision-making parameters, as objective and qualitative decision-making does not lend itself to automation. There will always be work that requires a real human, and automation will not eliminate that need. 

Notes Kulkarni, “I would say that automation is not a replacement for humans but rather, a complement to existing workflows. If organizations have a fear of adapting to automation, they will become less competitive.”

Customizable solutions like Upward can help a company get the best out of automation in a way that fits their individual needs. The future of ad ops includes automation, at least in part, and automating tasks is going to continue to be crucial to remaining on top.

“Good automation journeys touch all aspects of the organization, including business models, upscaling, training, career pathing, and good transparent communication to reduce insecurities and for all teams to support that journey. This journey cannot be done in a silo,” Kulkarni asserts.