While an integral component of the AdTech industry, ad ops remains a rather confusing term. If you try to google it, you will find an entire set of definitions, some of which may be quite dissimilar. Let’s investigate the case and clarify the meaning of ad ops.Ad ops is an umbrella term applicable to all the tasks related to managing, streamlining and maintaining digital advertising campaigns. Additionally, it refers to ensuring the smooth operation of platforms like ad exchanges or networks.
AdOps experts are responsible for choosing the campaign type, specifying targeting, budget distribution and other settings, ensuring the creatives’ compliance with industry standards and regulations and uploading the right assets.Since effective advertising heavily relies on data, AdOps professionals analyze it to optimize targeting and ensure the effective performance of the campaigns.Even the most reliable programmatic solutions may deliver errors and glitches.
At the same time, AdOps experts are often involved in managing and optimizing supply- and demand-side platforms, ad networks and ad exchanges, helping the owners of these solutions integrate new connections, prevent fraud, ensure compliance with relevant standards and regulations, achieve ROI and drive income.
As a result, experienced AdOps specialists are a rare talent, and many modern businesses prefer outsourcing ad operations. Such an approach allows them to quickly hire a skilled professional without investing time and money into a long-lasting hiring and training process. Another reason for doing so is that programmatic is a rather complex ecosystem, and obtaining good results heavily depends on understanding how everything works there.