Kevel is committed to helping publishers build innovative ad platforms - and part of that revolves around the ad set-up, creation, and management process - also known as "ad operations" or "ad ops".
My recent interview with Marc Heller, an ad ops pro in New York City, offers insights as you design your ad platform with ad ops in mind.
"Ad ops brings the company strategy to life - plans are only good when they are executed well. Like a cake, you have to bake it the right way."Marc Heller
My focus is setting up and optimizing campaigns with respective ad platforms.
From my point of view, too many folks think ad ops is easy and that it can be outsourced. Beyond the data entry, however, outsourcing ad ops to fix issues can take longer than needed, because following an issue through to completion requires effort and creativity. For me, outsourcing creates a negative workflow and looks good only on paper.
Ad ops brings the company strategy to life - plans are only good when they are executed well. Like a cake, you have to bake it the right way.
I look for the following:
I have worked with multiple DSPs. The main thing for me is the "cache" setting and ensuring the DSP is hitting users correctly (as without a cache, reporting will be off). From an asset standpoint, it can also be tough to see which tags won’t work in certain DSPs.
Reporting is everything - everyone has their own source of truth; I try and get to the deepest overview by looking into log-level data and see if there are any red flags.
Make sure it complies with GDPR/CCPA - and focus on mobile in-app and streaming/audio. For the strongest recommendation, I would lean on video, as it is not going anywhere.
At this point - since the laws are changing frequently - I think all partners can do is provide privacy documentation when asked. For PII, I always ask partners for data to see if any PII is coming through.
Ultimately, though, legal questions shouldn’t be the realm of ad ops. To date we have not ended spend on successful platforms in response to privacy laws.
There are a lot of similarities:
To sum it up, ad ops keeps the organization running smoothly, and it’s your job to ensure the process does not die.
You can learn more about Marc’s work — and offer to be a mentor — on his website.
Many thanks to Mark for sharing his time and perspective.
Jane is the Senior Marketing Manager at Kevel. She enjoys discovering user-first ad platforms and articulating the value of Kevel's ad serving APIs.