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Should You Outsource Your Ad Ops?

Advertising Operations (aka Ad Ops) is critical to both the buy- and sell-side of digital media. A well-oiled Ad Ops team with technical expertise and the ability to turn  campaigns around quickly helps an organization run seamless operations and in turn achieve revenue goals.

Over the years, Ad Operations has evolved from being a highly technical task to a more process-driven activity requiring diligence and meticulousness as its most important skills. This of course has been driven by the simplified UI’s and workflows of most of the Ad Servers used today (barring a few, I should say).

Managing an Ad Ops team however, presents its  own challenges. From ever-increasing costs to employee retention, many issues grab the time and attention of upper management. Some of these challenges though can be mitigated by outsourcing your Ad Operations activities.

Although there are many advantages to outsourcing Ad Ops, there are a few important ones. The most important of these is cost effectiveness; it’s usually less expensive to outsource. Based on the Ad Monsters Salary survey for 2013, an organization can save up to 50% in salaries when it outsources a regular Ad Trafficker position. Savings can be greater if you include the “burden” — almost a third more than the salary for benefits, management costs, infrastructure and other miscellaneous expenses. In addition, a typical outsourcing partner would not charge you for resources during the training period, which means you will receive a productive resource from day one.

But in addition to cost, there’s the matter of technical expertise.   Yes, this may sound a bit odd, but in my experience of managing outsourced Ad Operations over the past seven years,  I ‘ve noticed that certain outsourcing partners can provide excellent technical resources with experience on multiple Ad servers, and in many different environments. This is especially true if you select an ad tech company rather than a business process outsourcing company as your outsourcing partner. Ad tech companies have the advantage of having both technology and services expertise in-house, and  the experience of working with multiple clients and ad servers adds to the expertise.

Next is quality assurance. With the advantages of technical expertise and optimized processes on their side, outsourcing partners are armed to provide excellent quality. Processes are well defined, documented and followed, which ensures that errors are nearly eliminated.

Last, but certainly not least, is coverage. Websites run 24×7,  and so do users who come to the websites, so advertising also needs to be monitored 24×7. If your operations are large enough and requirements justified, outsourcing partners usually have the ability to provide 24×7 operations. They also provide coverage during national holidays or backups for leaves and vacations, which ensures seamless coverage.

ZEDO’s 2010 in Review

2010 was an amazing year for ZEDO, thanks the continuing innovative nature of the online advertising industry and to our expert team. With a new spark and a surge of new advertising technology products and services, ZEDO brought more solutions to online publishers than ever before. Here’s a recap of our favorite things we did in 2010.

We introduced Outsourced Ad Operations services. Publishers using many different ad servers were pounding us with the question “Can ZEDO please help our ad ops team with overflow work load?” and we were proud to say “Yes we can!” Check out how outsourcing ad operations can help your team save money and reduce wasted time on hiring and retention, while maintaining 24/7 coverage. Read more.

We updated our brand messaging to accurately reflect who we are. As CEO Roy de Souza talked about in his “ZEDO is Much More Than an Ad Server” blog entry in April, ZEDO has always been an industry leader, developing innovative advertising technology that publishers need and depend on. Our team and capabilities have grown, and now we offer much more than an ad server. In 2010, we introduced a new tagline, “Advertising Technology Partner for Publishers,” and a new slogan, “More Options, More Visibility, More Revenue”, and we’ve lived up to those promises. We are the only advertising technology company with the ability to help publishers monetize revenue three ways: direct sales, self-service advertising and automatic optimization. Our robust UI gives publishers more insight into forecasting, while our ADMagic technology helps publishers save bundles of time by letting them see ad data directly on their web pages. Finally, publishers can make more revenue with ZEDO’s RevMax ad network optimization system, rich media and Incremental ad formats.

We fought the war against Malvertising! We made great strides to decrease criminal viruses, bad ad data in ad chains, and fake advertisers. It all started with our blog post “Addressing vulnerabilities in the ad network chain”. As a true partner for publishers, we published an article in iMedia Connection listing five tips for preventing Malvertising on a website. Additionally, we strengthened our fight internally for our customers by establishing a Publisher Protection Plan, to ensure that our customers ad data is as clean as possible. To increase protection for publishers, we partnered with The Media Trust (TMT) and AdXpose verification systems.

  • TMT – enables us to find bad data that may have found its way into our customers’ ad tags.
  • AdXpose – Publishers can monitor and audit ad data, and stop bad ads on sites in real-time.

We did all this in 2010 while still supporting publisher needs 24/7. Our support team continued to be the most expert and competent advertising technology support team in the industry. Apart from dealing with serious issues that publishers faced such as BOT and Spider filtering, we developed a filter fraud clicks system based on time intervals. Repeated clicks from the same IP and browser, on a given creative, within a 5 minute period will be considered fraud clicks and discarded.

We can’t wait to see what we do for publishers in 2011!

For more information on any of our products or services, please click: http://www.zedo.com/technology/switchToZedo.htm