Top publishers know great ad experiences lead to happy users and high-quality advertisers — but how many consider the experiences of those who work behind the scenes?
If you’re looking to build an innovative ad platform, you’ll want to consider every user, including the Ad Ops teams responsible for ad creation, set-up, and management.
To determine which features offer the most positive ad operations experiences, we asked four Ad Ops pros this simple question:
Jeff Sandstoe, Match Media GroupJeff is the Senior Ad Ops Manager at Match Media Group, which connects millions of global users across its digital data platforms, including Tinder, OKCupid, and Match.com
“Some of the most important features to us are:
Marc Heller, Ad Ops ProfessionalMarc Heller is a New York City-based Ad Ops pro
“First and foremost, I look for custom audience building capabilities with ‘and/or’ statements and log level data to make sure the reported data makes sense.
I also like copying features for easier, more efficient campaign setups.”
Joe Orihuela, United AirlinesJoe is a Partner Advertising Manager at United Airlines
“Easily accessible campaign metrics are so important for successful campaign management.
The ability to monitor performance on mobile devices or receive notifications helps me remain connected to my advertising partners and provide them with the information they need, when they need it.”
Ankit Barthwal, AdPushupAnkit is an Ad Operations Associate at AdPushup, a Google Certified Publishing Partner (GCPP) that helps media companies accelerate their revenue growth using in-house technology, premium demand partnerships, and proven ad ops expertise
"At AdPushup, we work with 15+ demand partners to monetize our publishers’ ad inventory. This is a time-consuming process, as we try to find the best fit for publishers based on their revenue goals and audience demographics. In our experience, no two ad platforms are the same, but most share some essential features which make day-to-day ad ops work easier, such as:
To sum up, these features might seem basic but prove to be valuable over a period of time. They also help in diagnosing and troubleshooting issues before they become bigger problems and identifying opportunities and scope of optimization."
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Jane is the Senior Content Marketing Manager at Kevel. She enjoys discussing and discovering user-first ad platforms with readers everywhere.