If you love Ad Ops like we do, the AdMonsters Publishers Forum in Austin is the place to be in November. There will be many people to see, much to talk about and a lot of fun to be had.
The full and diverse agenda reflects the highly dynamic industry moment we’re all living through. There are several sessions on programmatic, which has been widely adopted for many years, but which many publishers are still trying to optimize. Artificial intelligence, blockchain and augmented reality are new and hot, but have many of us wondering how to incorporate them into the business.
So what do we expect to be talking about with our clients and peers? Among the presentations and sessions we are looking forward to:
- Developing niche audiences at scale: This is an essential challenge for publishers of many shapes and sizes.
- Advanced programmatic: The whole industry continues to chase peak programmatic performance, but header integration, PMPs, data targeting and other trends and issues make it a perpetual pursuit.
- The rate card of the future: Analyzing the value of users could serve to reorient the digital media business away from its obsession with CPMs and revenue per page.
- The Digital Media Leadership Awards: This panel will provide a bit of inspiration and forward-looking insights, as well as deserved recognition for some of the best and brightest in the business.
Ad Ops To-Do List: Understand the Big-Picture Strategies + Master Technology and Tactics
These presentations will no doubt highlight the many big changes that are happening fast and affecting multiple parts of the business and many different technologies and processes. That’s why Ad Ops leaders and teams have to think and act on two dimensions at once:
- They must keep an eye on the megatrends and take advantage of big-picture shifts and powerful new technologies.
- They must seek continuous improvement in the efficiency and effectiveness of delivery in everything from the team’s productivity to forecasting and reporting accuracy to better integration of data and technology.
No wonder many Ad Ops pros have a sense that “it never ends” for Ad Ops. It took a long time to sort out the viewability issues of previous years and get your programmatic business sorted and stabilized. And then came GDPR and, right behind it, the new California regulations. Not to mention shiny objects like AI and blockchain.
Managing for Today and Tomorrow
Given the need to manage and make decisions that affect both today’s operations and tomorrow’s capabilities, many publishers face a conundrum in terms of resource allocation and immediate investments. They see the future coming at them quickly, yet are dealing with common legacy and ongoing operational issues. As they grow revenue and expand product portfolios, they find themselves with challenges and needs that they didn’t have a year or even six months ago.
They know they need to do things differently, but the best next step may not be clear, given the range of options. And of course budgets are finite. The common symptoms of this capabilities conundrum will be familiar to Ad Ops pros:
- The best designed and rigorously maintained spreadsheets can no longer handle complex workflows, proliferating product sets and different sales processes.
- As they phase out technologies and providers merge, there is uncertainty about the right solutions for OMS, CRM, O2C and more. Even with the right ad stack, bad configuration or lack of adoption threatens system efficacy.
- Existing tools don’t provide yield management across different sales channels or platforms and are too limited in forecasting and reporting.
- The Ad Ops team, as talented and hardworking as it is, needs more hours in the day to handle current workloads and new initiatives. They are constantly being asked to do more with less.
- There is an overall lack of confidence regarding visibility into the business.
These are issues that Infinitive is working collaboratively with publishers to solve. Again, they reflect the fast-moving and constantly-changing state of play in ad operations and solving them will be very much a labor of love. Because that’s what you do when you love Ad Ops.
If You Ad Ops, Let’s Talk in Austin
Going to Austin? Have thoughts on these and other Ad Ops items? Get in touch so we can connect.