BT from the Ad Operations Perspective 2.0
In 2006 I wrote an article, outlining the challenges and benefits of utilizing behavioral targeting from the ad ops perspective. Recapping the piece, I started by saying: “Whenever an ad technology comes along promising to attract new advertisers and higher CPMs, sales divisions begin to listen. If it claims to increase the supply of high value…
Burn Out in Ad Operations 2.0
“Burn Out in Ad Operations” was written 15 years ago. In it, I bemoaned the fact that ad traffickers were over-worked and under-appreciated. At the time, the article really hit a nerve, and it was clear from the many responses that this group of talented individuals was hurting and wanted recognition. Does this still apply…
Fatal Flaws in Ad Operations 2.0
Here’s another article from the archives, nearly 15 years old. At the time, I was crying the blues over vendors who did a great job selling their services but had limited success executing. Simultaneously, I cautioned publishers that these projects don’t run themselves. What has changed over the years? In general I see more effort…
Finding the Best Home for Ad Operations 2.0
This article, penned over 10 years ago, tried to provide some guidance on where ad operations should live in an organization. As part of a series of retrospectives in the “Past, Present and Future” collection, it probably holds up better over time than any of the other pieces. In 2020, we frequently call this business…
Here’s Looking at Your Future Kid 2.0
“Here’s Looking at Your Future, Kid” was originally published in October 2005. The article depicted the daily work activity of Toshiko Jones, a fictionalized character whom single-handedly managed media buying across multiple channels-digital, linear, outdoor, print-all from a single desktop. This question is, a decade and a half later what did I get right and…
Past, Present, Future
In 2004, I worked with digital colleagues at a prominent search engine company to architect the outsourcing of sales and ad operations, thereby making my position irrelevant and changing my status to “in between jobs.”. Long story short, I found a vacuum waiting to be filled – consulting on media operations. One of the key…
Technology Means Nothing 2.0
A carefully crafted, well-defined process in media-operations is equally-if not more important-than the technology itself. It’s as much a truth today as it was 15 years ago. In 2005 I wrote an article with a simple yet crucial premise, “Technology Means Nothing”. Within the piece, I elaborated on this claim by stating: “It’s heresy to…
The Nightmare of Changing Ad Servers 2.0
15 years ago I wrote an article where I outlined the operational challenges to changing ad servers for publishers. Is that really still a problem? What has changed and what does it mean for the future? Keep in mind, 15 years ago we had ad servers DFP, DE, OAS, AdTech, Atlas, Falk, Zedo and others. Publishers…
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