Farewell, Friction: Why Digitized Ad Sales are Mission Critical for Future Revenue Growth

By Tameka Kee November 18, 2021

Friction is the enemy of growth — and today’s publishers have to mitigate quite a bit of friction in order to breeze through revenue goals, quarter after quarter.

There’s the natural tension between fulfilling advertisers’ (growing) demands and delivering a frictionless content experience for users. 

There’s friction between different platforms for campaign tracking, forecasting, and reporting — not to mention the tools used for reconciling I/Os, commissions, and other elements of the ad sales process.

And that’s not including the friction that can arise from trying to operate in a way that’s compliant with consumer privacy regulations that vary by state and country.

Streamlining all these systems and processes — greasing the ad operations wheels, if you will — is key to eliminating (or at least greatly reducing) friction that can hamper growth.

This playbook, created in partnership with CloudSense, highlights the four key drivers of friction in digital ad sales today — along with strategies for fostering collaboration and productivity across disparate teams and technology platforms.