Staffing Models The following staffing models are rough suggestions, as every publisher's culture and requirement is different. One organization might have many sites each with minimal inventory, another might have a single site with a lot of inventory. An organization may have more focus on e-newsletter advertising, or site advertising,…
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Defining Traffic Managers, Client Services Managers, and Analysts Ad Operations must be clearly defined and communicated to the company, especially to the departments who interact with it. That is: what this staff does in this organization, and what this staff does not do. Otherwise, it is not unusual for Ad…
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Especially in this economy, it’s clear that there are pressures on everyone in the advertising ecosystem to do more with less. This leads to advertisers (or their downstream reps, ad buying agencies) trying to figure how to allocate resources in the most effective way possible. But some of the thinking…
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Focus and Clarity Employees perform better with focus. Mixing different job descriptions that might sound like they can co-exist, such as a web producer and a traffic manager in the same role, can create tremendous difficulties that will inevitably result in employee retention challenges and failing campaigns. I call this…
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Strong LeadershipWhen I was first hired to be a traffic manager in 1998, founding the ad ops department for Mail.com, in the interview my hiring manager said, "We don't want a 'yes' man." What did she mean by that? Ad Operations workers are generally analytical and technical people, and most…
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Ad Operations is the most widely used name for the department in a company that manages the advertising closed by account managers or sales reps.Fundamentally, Ad Operations is a team of ad traffic managers, although the overall team description is (or should be) more than just managing ads. These are…
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Matt Barash, Director of Publisher Development at Fox Audience Network, will be speaking at the US Network Ops Forum in San Francisco on June 17. In advance of his presentation we spoke with him about data and related techonologies.Q: Please give us a little information about your background in the…
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There has been a lot of buzz lately about ad verification in the digital space. The media is writing about it, publishers and agencies are arguing about it, clients are asking questions about it, and providers are pushing it. The IAB even recently hosted a half-day conference to address this…
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On Wednesday I attended the Brightcove Video Monetization Summit. After a brief geeky starstruck moment - seeing Brightcove CEO Jeremy Allaire (formerly of Allaire and Macromedia) in person and resisting the urge to scream "I LOVE COLDFUSION" at him - I settled in for a long day of video learning.…
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According to the Bain Study “Building Brands Online”, in the next 3 years, brand marketers will spend close to 40% of their budget on cross-platform campaigns (up from roughly 25%). That’s about $52,000,000,000 being spent on cross platform campaigns in the near future. Unless you start making changes in your…
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